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Exactly what we needed this Christmas buying season: more chances to give our plastic more workouts! Oh by gosh, by golly, it’s time for credit cards and holly.  Sorry, shoppers, but swiping the old plastic more often doesn’t put handsome muscle on your card.  But, hey, that’s a Grinch’s view of the season.

As far as brand promises, American Express does know how to underscore theirs this time of year: convenience, member-friendliness, and good deals on luxury gifts.  But it depends on how you look at the Amex Cardmember-only online storefront, My Wishlist.  There are discounts of up to 80 percent, yes.  Which is good.  But at the end of the day, er, month, how big a number are you really prepared to look at, despite all those great deals?

This has been a huge success with Amex (NYSE:AXP) Cardmembers and Amex merchants alike.  Which is also good.  But there's a price for everything.  Shop ‘til you drop.  Literally, when you open the bill.