Why £9.99 feels cheaper than £10: The psychology behind pricing that sells

Dear Reader,

Do you think you’re being logical when it comes to price?

Hate to break it to you, but you’re probably way more emotional than you think.

Because pricing isn’t just about pounds and pence, it’s pure psychology.

And brands know exactly how to play it.

Here’s how it works:

You see something priced at £9.99, and it feels cheaper than £10, even though it’s just 1p less.

Why? Because your brain sees the 9 first, and that’s what sticks.

It’s called left-digit bias, and it’s one of the oldest tricks in the book.

Prices ending in .99 or .95 quietly trigger your inner bargain hunter.

That’s why Amazon, Tesco, Zara and every high-volume retailer use them.

It makes you feel like you’re getting something on offer, even if you aren’t.

Luxury brands? They skip the decimals.

You’ll never see a Chanel bag at £2,999.99. It’s just £3,000.

Why? Because round numbers convey a sense of boldness, confidence, and luxury.

In short:

Rounded feels premium. Decimals feel promotional.

Even if something was never £50, your brain sees £49.99 as a markdown.

Feels nice, right? Classic trick, but super effective.

Here’s what studies show:

• People are more likely to buy an item at £29.99 than £30

• But for premium offers (think jewellery, high-end coaching, consulting)? £100 > £99.99 – literally.

TL;DR:

Want your product to feel like a bargain?

Use £.99 pricing.

Want it to feel luxury?

Go with clean, round numbers.

Now that you know the trick… will your brain still fall for it?

Honestly? Probably. Mine still does too.

Need help positioning your offer effectively?

I work with Surrey-based small business owners to create scroll-stopping, trust-building social media content that actually converts.

From showing up online with confidence to pricing your offer right I’ve got you.

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