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Visa raises 'no signature' limit to $50 at discounters, supermarkets

SAN FRANCISCO — Shoppers who use their Visa cards when making purchases at discount stores and grocery stores/supermarkets will no longer have to sign for them if they spend less than $50. Beginning in October, discount stores and grocery stores/supermarkets in the U.S. can accept Visa cards for transactions up to $50 without requiring a cardholder signature or PIN, or providing a customer receipt unless requested by the cardholder. The value is being raised from $25 and is designed to increase speed at the point-of-sale, cardholder convenience and operational efficiencies for a large number of merchants, according to a Visa press release.
 
Previously known as the No Signature Required program in the United States, Visa Easy Payment Service allows merchants to eliminate cardholder verification and receipts on qualifying smaller value transactions. This helps make the payment process easier and more convenient for both merchants and cardholders. The program has been available to the majority of merchant categories in the United States since July 2010, for purchases up to $25.
 
As the $50 limit is introduced, Visa will review merchant, cardholder and card issuer feedback and may expand this higher transaction limit to additional merchant categories in the near future. Approximately 80% of face-to-face Visa consumer transactions in the U.S. are under $50.
 
“Visa is committed to delivering solutions to help our merchant and financial institution partners better serve their customers, reduce costs and grow their businesses,” said William Sheedy, group president Americas, Visa Inc. “Visa Easy Payment Service has been extremely popular with merchants and cardholders in busy retail environments. As a result, merchants have asked us to expand the program to purchases up to $50, so that they can more efficiently support consumers’ growing preference to use cards instead of cash or checks for everyday purchases.”