The ZIP Code Collection Debate Rages On

Retail trade associations, of course, counter that collecting such data is beneficial to consumers.

“Asking for generic information helps retailers tailor merchandise, customize advertising and marketing — promotions, deals and coupons — and individualizes services,” said Stephen Schatz, a spokesman for the National Retail Federation, in a statement. “Thus, retailers may ask for general info such as ZIP codes in order to better know and serve their customers.”