Picture this: you’re standing at check out in your go-to clothes store. They swipe your credit card and suddenly you are faced with that same potentially innocent but slightly troubling question: May I have your zip code?
Until today, I have handed my zip code right over pretty much every time I was asked — frankly, I wasn’t sure if it was required for the transaction but I didn’t think they could do much harm with my zip code anyway. But I do have a mailbox stuffed with ads, catalogs and mailers I didn’t ask for. So I am rethinking my zip code strategy.
What’s the link between handing over your zip code and getting a bunch of junk mail? Well, many stores ask for your zip code so they can use it to target you more directly with ads. Indeed, just by giving away your zip code you can end up on many marketing lists (like I have).? So in most cases, a polite no in response may be your best bet.
There are a few situations where stores do need your zip code for non-marketing purposes. Some stores require a zip code as part of their return policy, and others (like many gas stations) need the zip code in order to confirm specific transactions. If in doubt about why they need the number, why not ask?
The topic is heating up in California, with the California Supreme Court ruling in a case last month that retailers should not ask for zip codes for marketing purposes. Businesses in California that do may face fines of up to $1000 per transaction. A new bunch of similar lawsuits are popping up on the heels of this ruling so before long you may not be hearing that question very often at all.
Bottom line: Think before rattling off your zip code the next time you make a purchase; you may just be saving yourself from a slew of unwanted ads. For more tips on managing and protecting your finances, click here.
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