Why do store prices end in 9?

Store prices often end in 9 as a psychological pricing strategy known as "charm pricing." This approach suggests that consumers perceive prices ending in 9 as being significantly lower than the next whole number, even if the difference is just one cent. For example, $4.99 feels cheaper than $5.00, encouraging customers to make a purchase. Additionally, this pricing tactic has become a standard practice in retail, reinforcing consumer expectations around pricing.