U.S. consumers have eschewed in-store mobile payments for years, but Apple Pay is making headway in that area just a month after the service launched Oct. 20.

Apple Pay’s early success aside, the question remains over how sticky the use of mobile payments will be among smartphone and tablet users.

Will consumers try making a mobile payment a few times, and then give up? Or can Apple and other providers find ways to instill a mobile pay buying habit in reluctant Americans?

More grocers and bankers on board

Apple’s latest success with Apple Pay includes the addition of support from hundreds of grocery stores within six major chains in the past week: BiLo Holding, 830 stores; Harvey’s and Winn-Dixie, 530; Albertson’s and Jewel-Osco, 180; Shaws and Star Markets, 150; United Food Stores, 60; and Associated Food Stores, 135. Wegmans and Whole Foods were already part of the original 35 retail chains offering Apple Pay in an estimated 225,000 stores, about 5% of all possible U.S. retail locations.

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