We explored what prominent researchers have discovered.
When setting prices, the smallest changes can yield big results.
One of the most widely used strategies is the psychological pricing tactic of ending prices with “9.” Selling something for $9 instead of $10—or $99 instead of $100—can subtly influence how customers perceive your products.
Let’s dive into the research behind this strategy and explore how content creators can use it effectively on platforms like Sherpo.
The idea behind this tactic is simple: consumers often process prices from left to right, focusing on the leftmost digit. A $9 price tag feels closer to $8 than $10, even though the difference is just one dollar. Research has shown that this subtle bias makes products priced with a 9-ending feel like a better deal.
For example, Kumar and Pandey’s (2015) (research) highlights that 9-ending prices have a notable psychological impact on consumers, especially younger, lower-income buyers. They are more likely to perceive such prices as offering better value.
This suggests that, for lower-priced goods targeted at lower-income audiences, the 9-ending pricing is most effective. However, as you move toward higher-value products, its impact tends to diminish.
In the context of online shopping, the story gets more nuanced. Research by Chen (2023) shows that 9-ending prices can significantly boost cart additions—by as much as 20%. However, the effect on final purchases is less pronounced, with an increase of just under 4%.
Why the drop-off? Customers tend to reassess the total cost in their shopping cart, reducing the influence of the left-digit effect of individual prices.
For creators selling multiple items at once, an effective strategy could be to ensure that the final cart price ends in 9. Chen’s simulations suggest that aligning the total price to a 9-ending not only promotes purchases by 16% but also reduces cart abandonment by 3%!
It’s essential to use this strategy thoughtfully. Chang and Chen (2014) found that the effectiveness of 9-ending pricing depends on context.
For example:
The key takeaway? Use this tactic where it makes sense for your audience and product pricing tier.
From a game theory perspective, adopting 9-ending prices is a low-risk, high-reward strategy. Even if the uplift is minimal, the cost of implementation is negligible. By pricing at $9 instead of $10, you may attract one additional customer or trigger an extra purchase.
If competitors adopt this pricing and you don’t, you risk losing sales due to consumer perception. Conversely, if everyone uses the strategy, not adopting it could make your prices appear less competitive.
Think of it this way: If pricing at $9 instead of $10 convinces even one extra person to buy your product, isn’t that worth it? It’s a no-lose strategy—you’re not leaving money on the table; you’re optimizing your chances of capturing every possible sale.
At Sherpo, we keep pricing simple. Our platform only supports whole-dollar amounts, such as $9 instead of $10, avoiding outdated formats like $9.99.
This streamlined approach reflects modern trends while maintaining the psychological benefits of 9-ending pricing. For creators, this means fewer barriers to setting attractive prices. Whether you’re selling courses, templates, or digital downloads, pricing at $9 can make your offerings feel like better deals without sacrificing simplicity.
9-ending prices have stood the test of time for good reason. They tap into how people think about value, creating subtle yet impactful nudges toward making a purchase.
As a content creator, experimenting with this tactic could drive meaningful results—after all, every sale counts. Why not give it a try?
Want to test the effects for yourself? Start selling on Sherpo today!
Giacomo Di Pinto
Feb 7, 2025
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