Systems and methods for associating discounts or incentives with payment options are presented. In various embodiments, a customer purchasing goods or services is presented with various discounts or incentives to use one or more particular forms of payment such as cash, credit card, debit card, house card, or the like. After being presented with such information, the customer may then choose a form of payment, taking into account the various discounts or incentives related thereto. The appropriate discount or incentive is then applied to the customer's total bill and/or saved in the customer's loyalty account for future use.