Everything costs $9.99 for a reason
It’s called the “left-digit effect,” and it works insanely well. No matter what you know, if you see an item that’s $24.99, it will feel like it costs $24, not $25. You see that 4, and your mind runs with it. This pricing is even more effective at barrier levels. Something that’s $199.99 seems cheaper than something that’s $201, even though they’re essentially the same price. Of course, no trip to the mall is complete without lunch out.
