Much of the Conventional Wisdom has held that CVS must have been losing tons of money from credit card fees and finally decided to stop the bleeding once and for all. Why did they actually increase the daily limit late in the game? And why do they continue to this day to sell many third-party gift cards with a credit card, even Vanilla Visa cards? It seems incredibly unlikely that any storrs would be willing to carry a large amount of product at such a horribly low margin. Depending cardx the credit card used, merchant fees and dards expenses will tack on somewhere between 1. Of course, none of these cards have any purchase fee at all. Otherwise no one would buy them, right? How is CVS and every other store making money off all those gift cards? Is this a giant game of Pay It Forward? Most people have heard of a loss leaderwhich is when monry retailer deliberately sells a product at a loss in order to entice people to come in and purchase other items at the store that will make up the ...