With Black Friday around the corner, retailers and consumers have been forced to factor one more challenge into their holiday shopping strategy: EMV chip cards.
It is no doubt on consumers' minds: Ease of checkout is the No. 1 in-store technology shoppers want this holiday season, according to a study of 2,000-plus consumers and 230 retailers by PricewaterhouseCoopers. And 28 percent of EMV payment card users found use confusing or bothersome or avoid stores with EMV, according to a separate study by Mercator Advisory Group.
While the process to scan chips at the register is slightly longer than the traditional swipe-and-sign, the confusion around the inconsistent payment process is likely to cause more delays than the cards themselves, experts told CNBC. But it may be a small price to pay for the added security the cards provide.