Pricing strategy
Psychological price rounder.
Enter a price and an ending. See the nearest prices below and above that use the ending, how far each moves from your price, and which ones drop a left digit.
Pick the nearest price at or below (or above) yours that ends in your chosen cents. $20.00 with a .99 ending becomes $19.99 (-0.05%), which also drops the leading 2, or $20.99 (+4.95%).
Your numbers
Result
Worked example
Take a $20.00 price and a .99 ending. The nearest price at or below that ends in .99 is $19.99, a change of -0.05%, and it drops the leftmost digit from 2 to 1. The nearest above is $20.99, a change of +4.95%. With a .95 ending the options are $19.95 and $20.95. A 30% reference markup on $20.00 is $26.00.
How it works
Psychological pricing, also called charm pricing or price-ending, is the practice of using just-below prices such as $19.99. Wikipedia reports evidence that consumers tend to perceive just-below prices as lower than they are, and describes the left-digit effect, in which the leftmost digit anchors a judgement. This tool does the rounding. It makes no claim about how much any ending changes sales; the same Wikipedia article says results from research using modern scanner data are mixed.
The tool works in whole cents, finds the nearest price at or below and at or above yours with the ending you picked, and flags a candidate when it changes the leading digit or digit count of the whole-dollar part (19.99 vs 20.00). The reference-price line shows what a "was" price would be at a markup you choose; if you display one, it should be a price you genuinely charged, and local advertising rules apply.
Test an ending on your own customers before treating it as an improvement. A tiny price change can matter more to your margin than to your customers.
Sources and basis (opened 2026-10-08): Psychological pricing - Wikipedia for the description of charm pricing, just-below prices and the left-digit effect (a theory, not a guarantee). The rounding and percentages are arithmetic on your inputs.
Educational tool. No effect size is implied. Everything runs in your browser. Nothing you type is sent or stored.
FAQ
What is charm pricing?
Using a just-below price such as $19.99 instead of $20.00. It is also called price-ending or psychological pricing.
Does a .99 ending raise sales?
This tool does not claim that. Wikipedia notes that results from research using modern scanner data are mixed, so test an ending with your own sales before relying on it.
What does crosses a left digit mean?
The new price changes the leftmost digit of the dollar amount, such as $20.00 becoming $19.99. The left-digit effect is the theory that shoppers judge a price mostly by that first digit.