Midwest Sees 11% Transaction Growth: First Data

Consumers in the Midwest initiated 10.8% more transactions from Dec. 1 to 14 than during the same period in 2008, according to a First Data Corp. SpendTrend 2009 Holiday Special Edition report. The report is based on credit, debit and electronic benefits transfer transactions First Data processed for its merchant customers. The Atlanta-based payment processor says the Midwest also led U.S. regions in sales-volume growth at 9.3%. First Data did not provide specific transaction or spend totals. Transaction volume in New England grew by 8.5% to rank second, though the region had the fourth-largest sales-volume growth at 6.5%. Transaction volume grew by 8.4% in the Mid-Atlantic region, while sales volume increased by 6.9%. In the South, transaction volume grew 7.5%, while sales volume grew by 6.4%. Consumers in the West conducted 7.2% more transactions and spent 6.6% more. Transaction volume in the Southwest grew 5.7%, while sales volume rose 5.8%, First Data says. The payment processor says transaction volume at value merchants, defined as discount merchants such as Walmart Stores Inc., grew by 14.9%, while sales rose 13.5%. Petroleum-sales volume outpaced all other merchant categories with a 43.7% increase, while transaction volume rose 13.5%. The data illustrate that consumers remained focused on value, which resulted in the large transaction volume increases in petroleum transactions and among value merchants, according to First Data. First Data representatives were not available for additional comment.