While opening my mail today, I found yet another envelope marked “urgent” claiming to contain “important information inside”. As you may have guessed, what I found was a credit card offer. I’m sure I’m not alone in continuing to receive these unsolicited offers, and I can’t help but wonder why this offer is so disconnected from consumer sentiment. Is the answer to rising indebtedness really more credit?

One of the strengths of great marketers is their acute awareness of the customer’s state of mind and state of affairs. What happened here? Is there a belief that the credit crunch is over and that reverting to old techniques is the logical option? In pursuing this marketing track, I think they may find consumers are not as receptive as they once were, worse yet, it may leave a sour note in the consumers mind.

Looking at the big picture, there is a structural shift to cash payment methods that began even before the credit crunch. While the credit card is a well-established form of payment, the market became saturated and growth began to slow more than five years ago. Debit card growth outpaced credit cards in 2005 (American Banker), growing at about 3 times the rate of credit cards in every year since. Analysts expect Americans to return to “good old-fashioned cash” with major retailers such as Wal-Mart Stores Inc., Target Corp, Blue Nile, and J.C. Penney Co reporting this trend (Huffington Post) with their shoppers. It seems the current financial situation has only cemented a cash movement that is predicted to continue long after any meltdown recovery.

When faced with such considerable change, adaptation to new realities is important for success. When the environmental movement took hold, “going green” equipped many businesses to give people what they want – access to environmentally friendly options. Likewise, in a movement towards cash, “going cash” is enabling retailers to appeal to shoppers who are choosing debt reduction and to live within their means.

We have the tools in place to help merchants “go cash”. eBillme ensures consumers have the choice to pay from available funds and, unlike other cash options, we provide all the buyer protection of a premium credit card.

Pushing an outdated agenda in an envelope marked “urgent” does not work anymore. I believe that providing solutions to customers pain points and sentiment will be critical for ecommerce merchants in the coming years.

Best wishes for a great 2009.