A few weeks ago at Walmart, for which I am now an electronics associate (but this goes for all registers in the store), the registers have received an update that states "All ICC (EMV) Cards must NOW be inserted, and will not allowed to be swiped", and the Customer Facing terminal now reads "Please Insert or Slide Card Quickly" THIS GOES FOR EVEN CARDS ISSUED IN THE US with a Chip for "Traveling" NOW here is the issue: A lot of the cards that have the chip for "traveling" do not have a PIN#, and you generally don't have to set up the PIN with your bank unless you are traveling. They did not anticipate Walmart going full force EMV acceptance, and now many customers who have these cards, don't know the PIN to their own cards., and then end up leaving their purchases behind, or having to pay with another card. I have had many customers with a chip in their card, try to swipe, it states "Card must be inserted" I show them the Chip & PIN reader on the bottom, and the customer, doesn't know what to do, as this is the first time they have encountered Chip & PIN. So he inserted the card, the PIN screen came up, and he doesn't know what it was, I couldn't process the transaction without it. He just used a regular Wells Fargo card afterwards instead to pay. So my public service announcement is, if you have one of the new AmEx Cards, etc with the Chip, you might want to set your PIN, if you want to use the card at Walmart. Chip & Signature cards work fine, just insert, and the cashier will press Credit, and you sign, then remove your card. I for one, am glad to see this in place, this means that I am sure Chip & PIN cards will be the norm in the US soon enough. What I really find sad though is that the card issuers seem to be blissfully unaware that Walmart is processing EMV cards that were issued for "traveling" using the chip and not the stripe in the USA, so they tell their clients that, you only need to set the PIN when you travel. Canadians, and europeans who came into my store, had no problem, and Chip & PIN works beautifully. Those American cards with a Chip in it however, are now posing trouble if the customer does not know the PIN. Also .does anyone know when Target is getting Chip & PIN as well? What about other stores in the USA? Any experience? So far it seems to be only Walmart that is forcing cards with a chip to be inserted, and processed just like in Europe/Canada. Maybe within the year I am sure, as that liability shift is coming up soon enough. I don't think store equipment in other stores is a problem, as every other store I have been into, have a Chip & PIN reader (but unlike Walmart, they usually aren't activated, or anticipating activation) .the only places I would see struggle with Chip & PIN now in the United States, would be restaurants, definitely. Now if only we can now get rid of paper checks. Also, I am now wondering what Apple Stores are going to do, and Square has to come up with some sort of Chip & PIN reader solution now as well.