To be sure, many mega-retailers, like Walmart and Target, have been switched to EMV for months, meaning that a lion's share of America's total shopping terminals have been converted, said J. Craig Shearman of trade group the National Retail Federation. Indeed, Shearman said that most merchants were ready for the switch but are stuck waiting months for certification from card issuers to turn on their new machines.
"Actually it's time for the bank and the card industry to step up," Shearman said. "Some of [our members] have had to wait months to get anybody to certify their systems. Even if this were 100 percent installed, the new cards don't do nearly as much as they could. Without a pin, a thief could still scribble any illegible scrawl and walk away with merchandise."
For other smaller vendors, it is simply a matter of finding time to train staff during an already busy shopping day, especially for low-transaction-value stores that are less impacted by fraud, Cameron said. Still, investing the time now could be worth it later, he said.
"Taking fraud out of the systems, will save not only money but also time because it will mean more of the transactions are good," Cameron said.