Whenever I shop, I do market research. Last night I was at the Apple Store in Union Square in San Francisco.
An increasingly common thing for retailers to do is ask for ID on credit card purchases. I’ve had this happen at major retailers like Target, Macy’s, Walgreens and Apple. It’s also really common just about everywhere in Vegas.
But according to card association rules, you can’t require ID to complete a transaction. When retailers ask me for ID, I generally say that they can’t require an ID.
There are some circumstances where they shouldn’t complete the transaction. Last night was one of them. I had accidentally grabbed the card that I had ordered for my assistant. It wasn’t signed on the back and my assistant has a very female name. The Apple store clerk clearly looked at the name and went ahead and sold me an iPad Air anyway.