Visa is adjusting merchant swipe fees across the board for the first time in a decade. The fees grocers charge will go down. Rates will also be lower for health-care, education and real estate, areas where Visa would like to win market share away from checks. Meanwhile the fee for online (‘card not present’) transactions will go up.
Banks want to bonus small dollar, frequent spend like groceries to get customers in the habit of using their cards, keeping them top of wallet for unbonused spend. The categories where this makes sense to banks though will change based on the revenue associated with each type of transaction.