General Merchandise: Prepaid & Financial Services 2014

Snapshots of financial services, prepaid, ATM and lottery in convenience stores.

Samantha Oller, Senior Editor/Fuels, CSP

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Prepaid & Financial Services: Convenience Retailer Averages

Year-end 2013

To provide a snapshot of the financial services and prepaid category in c-stores, InComm, an Atlanta-based distributor of stored-value and prepaid products to the c-store channel, has shared average daily revenue figures (ADR) for what it considers best-in-class and middle-tier retailers, as well as those who have room for improvement. Included in the charts below are ADRs for wireless—the total prepaid mobile top-up business—and long-distance and financial services, which includes open-loop and general purpose reloadable cards (GPR).

C-Store Sample: Prepaid & Financial Services ADRs

Best in Class      
RetailerWireless ADRLong-distance ADRFinancial-service ADRClosed-loopContent (gaming/music)Total ADR sales
Retailer A$67.89$1.93$214.79--$12.61$297.22
Retailer B$72.44$0.85$97.16$21.43$25.70$217.56
Retailer C$67.06$0.80$107.45$4.52$7.06$186.89
Retailer D$52.16$0.79$88.44$10.05$4.88$156.32
Retailer E$58.03$2.03$82.47$1.52$0.12$144.17
Middle of the Road      
Retailer F$63.88$0.29$60.64$1.11$3.74$129.68
Retailer G$54.69$1.49$40.91$13.18$8.99$119.25
Retailer H$40.94$0.75$25.37$2.47$6.00$75.54
Retailer I$38.73$3.00$22.01$0.11$0.74$64.59
Retailer J$52.54$0.32$4.33$1.27--$58.46
Retailer K$32.01$0.32$21.60$0.40--$54.33
Retailer L$16.63$1.22$33.80$1.55--$53.21
Room for Improvement      
Retailer M$3.90$0.20$32.85$15.29$0.70$52.94
Retailer N$36.32$0.43$13.55$0.52$0.21$51.03
Retailer O$30.36$0.17$2.87$0.91$0.12$34.53
Retailer P$27.61$0.27$3.36$0.65--$31.89
Retailer Q$21.08$0.19$7.58$1.77--$30.62
Retailer R$15.33$0.51----$3.38$19.22
Retailer S$14.03$1.97$0.20$0.40--$16.60
Retailer T$1.99$0.53$0.25$0.05--$2.82

Source: InComm

Customer in Focus

According to research firm Packaged Facts, approximately 40% of adults 18 years or older are unbanked. The research firm, drawing from Experian Simmons survey data, points out that this represents a 13.2% increase from 2005. Interestingly, the percentage of 18- to 24-year-olds who self-identify as unbanked grew almost 25% from 2005 to 2013, to reach 67%.

“This jump has likely been influenced by recession-driven unemployment and wage trends that have disproportionately affected younger entrants to the job market, with diminished job prospects and wage issues dampening need for bank accounts,” Packaged Facts says. It also suggests a generational shift away from traditional banking to “non-bank” funding accounts (e.g., PayPal) and general-purpose reloadable cards.

Distributor Data: Prepaid UPCs

Calendar year 2013

The top-shipped prepaid UPC from McLane in 2013 was the $100 Visa gift card.


1. Visa $100 gift card

2. PayPower Prepaid VISA brochure

3. American Express $100 gift card

4. Visa $50 gift card

5. Boost $50 phone card

6. Visa $25 gift card

7. Visa $100 GPR card + $3.95 purchase fee

8. Verizon $15 phone card

9. American Express $50 gift card

10. Amazon $25 gift card

Source: McLane Co.

Cross-Category Opportunity

Forty-five percent of lottery market baskets included items from other categories, according to recent research by Management Science Associates that examined point-of-sale data at three midsize c-store chains. Purchases with lottery were more likely to include scratch tickets, newspapers and other publications. The average lottery market basket was $14.34, with lottery contributing $9.56 and scratch tickets $3.73.


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