Cards With Benefits

As the stay at home daddy, I do most of the shopping. As such, I really don't like commercials geared to women, advertising the latest cleaning product. That's for another blog post. Another aspect of my disdain for shopping are the numerous 'cards' I now seem to carry. I hate the things, though my wallet is stuffed with them. Every retailer wants you on their mailing list. They want your market research data. They want to boil you down to your buying habits. In return, you get a bit of plastic to carry around with you. In theory, you are also supposed to receive some sort of entitlement. Free food. Coupons. Cheaper stuff. Although that last one beguiles me. It's not really the 'lowest price' if you need a card to get it cheaper.

And don't even get me started on those cards that cost you money. Too late. While I don't believe it is a scam -- you generally do save money as long as you spend x amount of dollars, market research, which is what these cards provide, should be worth the price of admission alone. If a company does charge money, and then they further restrict your ability to use that card, then it's time to move along quietly. Nothing to see here.Companies talk about the consumer buying into the company with the purchase of these cards. If I buy Books-a-Million's card, then I am suddenly loyal to that company. I'm not going to shop at Borders, especially if I haven't gotten the full value out of my Books-a-Million purchase. That's why I DON'T SHOP at Books-a-Million. I'm not paying you to GIVE you market research. It's absurd.

One of the best places that I've found that make these stupid card programs almost worthwhile is the Burrito Card of California Tortilla. Sadly, I don't like a great many of their menu items. It just isn't for me. But, with their card, their silly emails, and the load of free food and stuff I've scuttled off with, I don't mind that bit of plastic weighing me down. It is one of the few places that I DO feel invested in. I want Cal. Tortilla succeed, if only so I can gets me some more Burritos for frees. And no, I didn't pay for the card.


As long as I do most of the shopping, I'll invariably end up with a wallet/keychain full of the stupid things. But, as long as they save me money, and don't cost me money, I'll just grumble, complain, and hand over the bit of plastic I just spent 5 minutes scrounging around for, and be on my merry way. It sure beats shopping at the places that DON'T have cards, like Wal-Mart, that just suck your soul instead.