Why does nothing cost a pound?

Why does nothing cost a pound? Why is it always ninety-nine p?

Because your brain reads left to right. And it stops early.

See nine ninety-nine, and the first thing you notice is the nine. It feels like nine pounds. Not ten.

Researchers call it the left-digit effect. One penny, doing an awful lot of work.

There's an old story it started so shop staff had to open the till for change, and couldn't pocket the cash. Nice story. Nobody can prove it.

What is proven is that it works.

In one famous test, a clothing catalogue sold the same clothes at different prices. At thirty-nine dollars, they outsold the cheaper thirty-four.

The nine said bargain louder than the lower price did.

Restaurants play it too. Some drop the pound sign from their menus entirely.

In one study, diners spent more when prices were plain numbers. No symbol reminding them it's money.

Round prices feel honest and premium. Nines feel like a deal, even when they aren't.

So next time something costs nine ninety-nine, call it ten, and ask who's counting on you not to. Keep your nose to the wind.