Hunting down the illusive low rate credit card

By John Braveman

The gloomy financial forecast for 2009 shows no sign of improving, if reports in the media are to be believed. Financial institutions are decidedly nervous going into the New Year. The latest Bank of England interest rate cut to the lowest in its 315 year history seems to have had little effect on calming monetary nerves and all reports indicate that the sun has finally set on the era of easy credit. However, consumers still want credit, and they want it at a good rate " preferably 0% for at least the first few months. Credit card companies are worried about exposing themselves to further potential bad debt, so are there still low rate cards available to those with the credit rating and the desire to keep spending on plastic?

The number of television adverts offering credit cards at 0% interest has been noticeable by their absence this year. Compared to 2008 (when many of us still believed that the recession was a dark and distant memory, unlikely to rear its ugly head again), there has been very little in the way of credit card temptations presented to a discerning public hungry for quick credit. This absence of availability has been backed up by findings from the organisation Credit Action, who concur that credit in general and low rate cards in particular are not as prevalent as they were 12 months ago. They also found that where credit was available, it was often more expensive than before. The findings suggest that the banks really are tightening up their criteria, making it more difficult for consumers to access credit in the first place.

However, the popularity of credit cards continues unabashed and consumers are still on the lookout for a bargain. Chris Tapp, director of Credit Action says that credit cards are an integral part of the way people manage and borrow money and are a very normalised part of everyday life. This means that its going to be very difficult to persuade people to give up their plastic, even in the face of a recession. Added to this is the continuing march of the dominance of Internet sales over high street sales. Online purchasing is on the increase with Ebay and other online auction sites busier than ever as customers hunt for bargains. All of these transactions are done on credit and debit cards (unless you have a PayPal account), so the prospect of the British public turning their backs on credit cards in the near future is remote.

There are still bargains to be had, despite all the gloom and doom. 0% balance transfer cards are still relatively plentiful and special offers on purchases are quite common as well. The 0% grace periods on purchases tend to be much shorter than those for balance transfers and once these special offers end the APR can climb rapidly. This can prompt an unseemly scramble as customers desert their cards in search of a 0% balance transfer to save money. However, frequent card-jumping can quickly damage your credit rating and reduce the chances of further credit. This year, cards are looking for customer loyalty and are changing their tact accordingly. In the coming months we may start to see a groundshift in policy amongst card providers, where cards incur interest charges earlier, but those charges are kept lower to keep customers from seeking solace in a quick-fix 0% temptation.

Rather than chasing after 0% shadows, credit card customers may be wiser to take a more pragmatic approach to this changing marketplace. To paraphrase the quotation, there are now three things certain in life " death, taxes and interest charges. Credit card customers may find that cards that do charge an APR are easier to access than the 0% offers, as the lenders know they will start to make money from the customer from the beginning of the financial relationship. The best thing customers can do is to look for a relatively low APR rate that doesnt contain any hidden extras such as compulsory insurance payments, handling fees or overpriced late payment fees. Consumers, like businesses, have to adjust their expectations to take into account the overall change in the financial markets.

The Internet has had a huge influence in how credit card customers approach the market, with online comparison sites giving the savvy consumer the power of knowledge. Credit card consumers are much more aware of the small print that previously went unnoticed and are much more likely to spend longer comparing and contrasting cards before making an informed, final decision. This puts the consumer in a very powerful position, as it is up to the credit card companies to make attractive (but realistic) offers to tempt in new customers and keep existing ones in the fold. Despite the dire financial warnings issued almost daily by the media, the consumer is very much in charge this time and isnt going to be fooled by cards that promise the earth. A far more symbiotic relationship between credit card lender and the consumer will be the result of this market readjustment.

About the Author:

Financial writer John Braveman writes posts for various financial and finance industry related websites. After many years experience working in the finance sector he is well versed in the 'dark arts' of credit card finance. You can read more about low interest rate credit cards here.