Charm pricing is starting tn lose its charm

Ever wondered why we still we things priced at $1.99, or $9.99 or $59.99? I mean nobody really thinks they're getting a bargain, do they?

Well, accordimg to this CBC Cost of Living episode (about 12½ minutes in), some companies, like WalMart and Loblaws, are finally starting to move away from so-called "charm pricing", and rounding up to the nearest whole dollar. It's something I've seen when visiting the UK for some years now; here in Canada, it's pretty new.

Charm pricing was brought in decades ago now, the theory being that, given that we read from left to right, we probably don't pay as much attention to the final digits as we do to the earlier ones. 

But, even if that ever actually worked, people are really over it nowadays; they would much prefer to see some price transparency. A store charging $5 instead of $4.99 seems more trustworthy to many people nowadays. It also makes it easier for people to add up their potential bill in their heads, and, in these days of  tight budgets and runaway inflation, that's important. Plus, stores get to keep that extra penny, and all those pennies add up. Win-win.

Any trend toward change is still in its early days, though. Charm pricing will still continue for a good while longer, because, they say, "consumers are itrational". Do you mean "stupid"? "Easily-fooled"? Don't bet the farm on it.