Consumer advocates and other experts[who?] argue, however, that payday loans appear to exist in a classic market failure. In a perfect market of competing sellers and buyers seeking to trade in a rational manner, pricing fluctuates based on the capacity of the market. Payday lenders have no incentive to price their loans competitively since loans are not capable of being patented. Thus, if a lender chooses to innovate and reduce cost to borrowers in order to secure a larger share of the market the competing lenders will instantly do the same, negating the effect. For this reason, among others, all lenders in the payday marketplace charge at or very near the maximum fees and rates allowed by local law.[25]
This reinforces the findings of the U.S. Federal Deposit Insurance Corporation (FDIC) study from 2011 which found black and Hispanic families, recent immigrants, and single parents were more likely to use payday loans. In addition, their reasons for using these products were not as suggested by the payday industry for one time expenses, but to meet normal recurring obligations.[15]

# Make a realistic budget, including your monthly and daily expenditures, and plan, plan, plan. Try to avoid unnecessary purchases: the costs of small, every-day items like a cup of coffee add up. At the same time, try to build some savings: small deposits do help. A savings plan — however modest — can help you avoid borrowing for emergencies. Saving the fee on a \$300 payday loan for six months, for example, can help you create a buffer against financial emergencies.

Jump up ^ \$15 on \$100 over 14 days is ratio of 15/100 = 0.15, so this is a 14-day rate. Over a year (365.25 days) this 14-day rate can aggregate to either 391% (assuming you carry the \$100 loan for a year, and pay \$15 every 14 days: 0.15 x (365.25/14) = 3.91, which converts to a percentage increase (interest rate) of: 3.91 x 100 = 391%) or 3733% (assuming you take out a new loan every 14 days that will cover your principal and "charge", and every new loan is taken at same 15% "charge" of the amount borrowed: (1 + 0.15)365.25/14 − 1 = 37.33, which converts to a percentage increase (interest rate) of: 37.33 x 100 = 3733%).
To get a credit card cash advance you go to an ATM or bank location and use your credit card to withdraw money. The amount you withdraw is added to your credit card bill almost as if you were using your card to make a purchase. But unlike using a debit card, the money that you get through a credit card cash advance doesn’t come from your bank account. It’s loaned to you by your credit card company, and you’re responsible for paying it back.

Payday loans can be very costly. Loan amounts generally range from \$50 to \$1,000, depending on state laws. Fees also depend on state laws, but the structure might be something like \$15 per \$100 borrowed, and some states may cap how high the fee goes. Because the loans have such short terms, the cost of borrowing is generally high. A typical payday loan with a two-week term and a \$15 per \$100 fee has an annual percentage rate (APR) of nearly 400%, according to the CFPB. (Here’s a primer on how interest rates work.)
The ads are on the radio, television, the Internet, even in the mail. They refer to payday loans, cash advance loans, check advance loans, post-dated check loans, or deferred deposit loans. The Federal Trade Commission, the nation’s consumer protection agency, says that regardless of their name, these small, short-term, high-rate loans by check cashers, finance companies and others all come at a very high price.
In a profitability analysis by Fordham Journal of Corporate & Financial Law, it was determined that the average profit margin from seven publicly traded payday lending companies (including pawn shops) in the U.S. was 7.63%, and for pure payday lenders it was 3.57%. These averages are less than those of other traditional lending institutions such as credit unions and banks.
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The ads are on the radio, television, the Internet, even in the mail. They refer to payday loans, cash advance loans, check advance loans, post-dated check loans, or deferred deposit loans. The Federal Trade Commission, the nation’s consumer protection agency, says that regardless of their name, these small, short-term, high-rate loans by check cashers, finance companies and others all come at a very high price.
Consider a small loan from your credit union or a small loan company. Some banks may offer short-term loans for small amounts at competitive rates. A local community-based organization may make small business loans to people. A cash advance on a credit card also may be possible, but it may have a higher interest rate than other sources of funds: find out the terms before you decide. In any case, shop first and compare all available offers.
Payday loans are also much more expensive than other methods of borrowing money. In most cases, the annual percentage rate (APR) on a payday loan averages about 400%, but the APR is often as high as 5,000%. APRs for credit cards can range from about 9% to 30%; personal loans generally have lower APRs than credit cards. If possible, it is better to use a credit card or tap into your savings in the event of an emergency.
In May 2008, the debt charity Credit Action made a complaint to the United Kingdom Office of Fair Trading (OFT) that payday lenders were placing advertising which violated advertising regulations on the social network website Facebook. The main complaint was that the APR was either not displayed at all or not displayed prominently enough, which is clearly required by UK advertising standards.[26][27]