# Good Question: Why Do So Many Prices End In 99?

MINNEAPOLIS (WCCO) — With all the weapons retailers have to try to get our money, it’s hard to imagine that a penny has much of a pull. Yet, check the prices: \$9.99, \$19.99, \$99.99. The 9 is ubiquitous. So, why do so many prices end in 99, and does the one penny really make that much of a difference?

“For one penny, I can get you to think of it differently. If price matters, I can get you to entertain our product,” said Mark Bergen, a Professor at Carlson School of Management at the University of Minnesota.

Bergen has researched pricing strategies, including the use of the 9 as a price cue.

Some marketers call the concept “psychological pricing.” The idea is that instead of thinking of \$69.99 as a price of \$70, you think of it as a price in the 60s.

“From a psychological perspective, you ground my attention to a digit that’s \$10 less,” said Bergen.

Other researchers talk about the “Left Digit Effect,” the idea that people focus on the left-most digit, instead of the pennies at the end.

Data supports the idea that people make pricing decisions based on those pennies.

Some researchers at University of Chicago looked at an experiment with a local grocery store. Margarine started at 89 cents. When the grocery store cut the price to 71 cents, sales improved 65 percent. When they dropped it two more pennies to 69 cents, sales went up a remarkable 222 percent!

“There’s a magic penny from \$25 to \$24.99. That penny has way more effect, has way more power. It’s magic,” said Bergen. “You’re focused on the digit that matters: the 100s, or the 50s. In that case, all the rest is just noise.”

There is also the theory that we’ve trained ourselves to expect the last digit, the number 9, to be a signal meaning: deal.

“When we see \$99.99, it looks like a sale. Since, you know, we’re looking for a deal, we’ll start there,” he said.

Not that the one penny difference always gets us to buy, but it’s an extremely cheap way for retailers to get us in the door, to open the conversation.

However, the Harvard Business Review wrote about a clothing store that took a \$34 dress and raised the price to \$39. Sales went up 25 percent.

“If price matters, you want to give them a cue,” said Bergen.

More from Jason DeRusha

#### One Comment

1. Billy says:

It’s stupid pricing along with \$3.359 gas, it just insults our intelligence. Please do away with it especially at the gas pump.

1. Scott Funk says:

Actually, that number is useful. It means that if you buy a lot of gas, that .009 does make a difference. It’s called mathematics, ever heard of it?

1. Guy says:

You are an unintelligent, and most likely homely, individual. I hope with all my being that you come to realize this, by your own accord, in time…

Only then, will our race finally be able to progress.

The metaphorical ball is in your also metaphorical court, Scott Funk.

God speed.

2. Alden says:

@ Billy: As the numbers show, the vast majority of the public really is that dumb.

1. Morgan says:

As the numbers show, the vast majority of the public really is forced into in. You comment is absurd.

3. idiocracyisnow says:

I don’t really care what the price ends in (I’ve trained myself to round up). What I want to see is sales tax included in the price on the shelf.

4. does says:

Does 999,999,999,999,999.99.9 have any impact on it?

5. occupy says:

So the top 1% can buy for just a penny on every dollar.

6. echoegami says:

“The idea is that instead of thinking of \$69.99 as a price of \$70, you think of it as a price in the 60s.”

REALLY??? How sad if that’s true. I see a price at \$x.99 and I always, automatically round UP not down. If I see \$69.99 I’m thinking \$70 not \$60. And these days, armed w/ my smartphone barcode reader, I can look up that product being sold by other retailers to determine if that’s actually a deal or just more lame psychological marketing.

7. Scott Funk says:

It only works on the typical near-idiot with a 100 (average) IQ. The rest of us who are brighter tend to notice that a penny is near worthless and \$69.99 is \$70, no matter how hard you try to disguise it.