Systems, methods, and apparatuses for providing a portable consumer device (e.g., a plastic card) that includes a coupon code and an account number (e.g., embedded on a magnetic stripe or a chip) where the portable consumer device is configured to apply a coupon to goods and services purchased at a merchant (e.g., store). Upon identifying the goods and services under a particular category specified by the coupon code (e.g., healthy food category), a user may pay for a predetermined portion (e.g., 50%) of the goods and services under the particular category using the portable consumer device. The user may pay for the remaining portion using a benefits card (e.g., state benefits card). As such, by allowing the user to pay for the predetermined portion using the portable consumer device, the user has incentive to purchase goods and services that fall under the particular category.