Square for Retail

It is easy to set up and use. It is affordable and the customers never have a problem with it.

I wish they took bitcoin and the square terminal has quite a few quirks that should be worked out before charging that much.

In the past I've used traditional forms of credit card accepting machines and software provided by my bank. Very expensive and cumbersome. Square has made accepting credit cards cost effective and very easy. The retail setup has made keeping inventory easy along with sorting out sales taxes. The advantage of using AP on phone when not in store is extremely helpful and again very easy to use.

No real cons, If I were to get picky I'd say initial set up takes a bit of time but nothing really worth complaining about.

Square pretty much takes all the leg work out of setting up a POS system for any business, but I'll speak specifically as a small business owner.
-If you're a first time small business owner, save yourself the headache and just go with Square; you might be able to get a lower merchant fees rate with another service, but then you have to deal with the hassle of setting up a separate POS register, possibly a separate app you'd have to setup on an iPad if that's what you plan to use, setting up the merchant account, etc. With Square, it's all wrapped into one easy setup.
-Easy to setup on an iPad, create a catalog of items to sell and process payments
-The item catalog screen is very user friendly and customizable
-Doing refunds is easy
-Reports are incredibly easy to run
-Square integrates with QuickBooks online, so it's been seamless to link all my Square sales to my accounting books and makes my tax filings much more accurate
-Creating invoices is also easy and gives a professional look to my invoice emails
-Ability to create forms that require signature, so no need for another digital signature service (unless you need more details, see Cons below)

-I wish you could have the same virtual terminal on the iPad on desktop as well. There have been times when my iPad crapped out and had to use my laptop, and it's not the same experience.
-If you're using the signature service for forms that you need to send out, it only records the signature itself and nothing else. Either it's a user error on my part, or they need to update it, but it needs more customization.