Bank of America endures uphill climb in consumer banking

Consumer purchasing power is not only affecting the retail industry, but surprisingly even the nation's largest bank is feeling the effects of decreased consumer wealth. According to Forbes, Bank of America has seen sluggish growth in its consumer banking sector. The banking giant has made headlines over the past 12 to 24 months for its targeting of the small business industry, but its consumer activity has nearly stalled. Forbes reports that consumer deposits at BofA inched forward just 1 percent during 2010 - representing $411 billion in growth. While BofA makes most of its revenue through business partnerships and lending, consumer deposits and loans encompass 12.6 percent of the bank's stock price, according to Trefis. The news comes amidst reports that consumers are taking on more debt than in the previous year, but the lack of deposits show that the rate of consumer savings remains questionable at best. To recoup funds lost in the slim consumer deposit rate the and the curbing of credit card penalties, BofA, like its competitors, has increased the rate and amount of penalties for insufficient funds in check accounts.