Marketing costs of retail non-cash circulation

The article is devoted to the definition of marketing barriers to the development of non - cash money circulation, due to the objective properties of the "specific competitor" – cash, that meet the needs of the market. The article shows the dynamics of the share of cash circulation in national finances, the growth of which is greater than GDP growth.  The article analyzes some conditions for the existence of a niche of cash circulation in the digital economy. The interests of payers and payees determine the need to adapt the methods of promotion of non-cash payments to the peculiarities of consumer demand. To expand the sphere of non-cash payments, it is proposed to compensate some competitive advantages of cash by adapting acquiring tariffs.