Unlike other attempts at creating a credit card to rival MasterCard and Visa, such as Citibank's Choice card, Discover gained a large national consumer base. It carried no annual fee, which was uncommon at the time, and offered a typically higher credit limit than similar cards. Cardholders could also earn a "Cashback Bonus," in which a percentage of the amount spent would be refunded to the account (from 1% to 5%), depending on how much the card was used. A 1989 study found that Discover had strong consumer adoption in the U. S. ; the number of households with Discover cards increased by 2. 1 million, or 14 percent, in 1989. Discover was also noteworthy for being the only credit card accepted by the U. S. Customs Service to pay customs duty, effective February 19, 1987. Since it did not charge a percentage fee to retailers, unlike Visa, MasterCard, and American Express, Discover was also the only credit card accepted at Sam's Club; the retailer has since started to accept MasterCard and American Express (see below).
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The Discover Card is a credit card , issued primarily in the United States . It was introduced by Sears in 1985. When launched, the Discover Card charged no annual fee and offered a higher-than-normal credit limit, features that were disruptive to the existing credit card industry. A subsequent innovation was "cash back bonuses" on purchases.