Almost weekly, a challenger bank launches a new debit card. Or, a firm from outside finance launches a card as an initial foothold into providing financial services and products to its customers. Consumer preferences are changing, too, as younger customers prefer to use debit over credit. New research shows the challenges credit card issuers are up against and provides a framework to compete in an increasingly competitive market. The Deloitte US consumers credit card payments survey, run in August 2019, queried over 2000 respondents in the United States who have at least one credit card and one debit card. The report illustrated how issuers have used rewards to compete and the impact that has had on expenses, while the average balance customers carry on their cards has dropped.