The marketing genius who came up with the idea of adding 99 cents to the whole number probably made a fortune. People would’ve seen the first digit and taken it onboard as complete, unaware of the discreet mark-up. It changed the face of retail pricing. Similarly, the first crook to the place ‘up to’ in front of a percentage sale probably did pretty well. Clientele would’ve flocked to the seemingly low cost merchandise, handing over for marginally reduced items. Today I stumbled upon a new marketing scam. Stevenson Sports had Nike Air Jordans advertised in their display window for 110 dollars. I haven’t bought a pair of basketball shoes since high school, but with prices like that I just couldn’t resist. I had my foot measured and the boot fitted. I lined up to make the purchase; I was as excited as a teenage girl. “220 dollars thank you,” said the young sales assistant.
“I thought they were 110,” I said, stating my case.
“They are sir,” he countered; “110 dollars each.”
I looked at the sign on the wall behind him. He was right. At the foot of the final numeral, in tiny letters, was the word ‘each.’ “Oh,” I replied, and continued with the transaction. I couldn’t bare the embarrassment.
On my way home I considered all the items that could be charged out singularly. Slices of bread, Multi vitamins, grains of rice? I’m going to have to brush up on my times tables.
“I thought they were 110,” I said, stating my case.
“They are sir,” he countered; “110 dollars each.”
I looked at the sign on the wall behind him. He was right. At the foot of the final numeral, in tiny letters, was the word ‘each.’ “Oh,” I replied, and continued with the transaction. I couldn’t bare the embarrassment.
On my way home I considered all the items that could be charged out singularly. Slices of bread, Multi vitamins, grains of rice? I’m going to have to brush up on my times tables.