MCC 5968 covers DIRECT MARKETING – CONTINUITY/SUBSCRIPTION MERCHANT merchants, classified under retail. To maximize rewards at these businesses, look for credit cards with broad spending bonuses or retail category multipliers. MCC Lookup Tool to find which cards earn bonus rewards here.
Birchbox and Dollar Shave Club use MCC 5968 for subscription services. Specific purchases include monthly beauty boxes or razor deliveries.
When you swipe your credit card at any of these merchants, the transaction posts as MCC 5968 (direct marketing – continuity/subscription merchant). Your card issuer uses this code to determine whether retail category bonuses apply — so knowing which merchants trigger this code helps you choose the right card before you spend.
Cardholders often think regular online shopping at Amazon fits here, but it usually doesn't unless it's a recurring charge.
This distinction matters because different MCC codes can trigger different bonus rates on your credit card, even for similar types of merchants. Always check your transaction statement to confirm which MCC posted — some card issuers allow you to see the MCC in their app or online portal.
MCC 5968 stands for Direct Marketing – Continuity/Subscription Merchant. It is a four-digit Merchant Category Code used by payment networks to classify businesses in the retail category.
Merchants classified under MCC 5968 (Direct Marketing – Continuity/Subscription Merchant) operate in the retail sector. Card networks assign this code during merchant onboarding based on the primary business activity.
MCC 5968 (Direct Marketing – Continuity/Subscription Merchant) is not currently a dedicated bonus category for most major credit cards. For retail spending at these merchants, a flat-rate rewards card (1.5–2% on all purchases) is typically your most reliable option. Use our MCC Lookup Tool to find the best card for any specific merchant.
Currently, no credit cards in our database have a dedicated bonus category for MCC 5968 (Direct Marketing – Continuity/Subscription Merchant). Most purchases posting with this code will earn base rewards (typically 1–1.5x on everyday cards). A flat-rate cashback card is the most predictable choice for retail spending.
MCC 5968 is assigned to businesses providing direct marketing – continuity/subscription merchant services. While this is a less common merchant category, any purchase that posts with code 5968 will be classified as 'Direct Marketing – Continuity/Subscription Merchant' by your card issuer, which determines whether retail category bonuses apply to that transaction.
MCC 5968 (Direct Marketing – Continuity/Subscription Merchant) and MCC 5013 (Motor vehicle supplies and new parts) are both in the retail category but cover distinct merchant types. MCC 5968 is used for direct marketing – continuity/subscription merchant businesses, while MCC 5013 is assigned to motor vehicle supplies and new parts merchants. Both may qualify for the same bonus category on your card — check your card's terms or use our MCC Lookup Tool to confirm.