Customers may be shocked to learn how much business owners actually pay in fees to accept card payments. Bringing awareness to this added expense will not only help your bottom line, but help the industry as a whole push back on ever increasing processing fees from card brands. Studies have shown consumers are willing to pay higher prices for the convenience of paying with card. A study by the National Retail Federation found that most customers are willing to pay an increased price to use a card. Similarly, a study by the Federal Reserve found that most consumers are willing to pay a higher price to use a card. There are many benefits consumers receive by paying with card, some customers may prefer to use a credit card for the rewards, purchase protection benefits, or just the connivance of paying for the transaction 30-60-90 days later. You need to clearly communicate pricing options to customers by making sure all prices displayed to customers show the card price and the reduced cash price.