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The Independent UK
The Independent UK
Business
J.R. Duren

How $9.99 became big retailers’ go-to price for luring in budget-conscious shoppers

Subway Hasbro Boston Beer Psychology Today

The difference between $9.99 and $10 may only be a penny but it’s a Grand Canyon of perception for the average consumer.

Everyone from craft store Michael’s and toy maker Hasbro to brewer Boston Beer and Walmart are trying to keep key items under the $10 threshold, according to theThe Wall Street Journal.

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