Now that Christmas is past, shoppers will be out looking for bargains as retailers slash prices in an attempt to clear inventory off their books before the end of the year. That brings up the subject of pricing, which beyond the obvious need to cover costs and generate profits, leaves some leeway in the ongoing, never ending psychological games between sellers and buyers.
Why $9.99 instead of $10.00? What about the typesetting of that $9.99? Is $9.99 better? How about 9.99, dropping entirely the suggestion that the seller is asking for real money from the buyer? Gas stations price fuel at even finer increments, using tenths of a cent, such as $2.299/10 per gallon. These pricing systems seem like they have been around forever, and it’s surprising to learn they are no older than 150 years, and in the case of gasoline pricing no older than the 1920s or 1930s.
An 1894 newspaper advertisement for Koch & Shankweiler clothiers in Allentown, Pennsylvania. The fractional pricing is almost all in quarter dollar increments.
Retailers started pricing items at fractions of a dollar rather than rounding the price to the nearest dollar in the late nineteenth century partly in response to inflation which raised their costs past one dollar for many things, and partly to convey to shoppers that they were getting a bargain. When inflation raised the cost of most items in a department store past a dollar, some retailers responded by rounding up the price to the consumer to the next dollar, while others retained fractions in their pricing. Eventually the retailers who retained fractions found they sold more than the retailers who rounded up, and the same principle applied to items within their own stores where they tried the different tactics. For reasons that psychologists and sellers dispute to this day, buyers like fractions of a dollar in pricing, and they respond by purchasing those items over the ones that are priced at rounded dollars, even though those prices may be only one cent higher.
A Crosley Radio advertisement in a 1925 edition of The Literary Digest. Prices were at whole dollars or at half dollar fractions, underscoring how even in the early twentieth century fractional pricing was uncommon. Photo from Flickr user Joe Haupt.
At first retailers thought fractional pricing attracted bargain shoppers, and therefore they used the tactic principally for sale items. By the 1920s, however, fractional pricing became commonplace throughout retail marketing, regardless of whether items were on sale or not. The one area where sellers rarely use fractional pricing is for high profile, luxury items, presumably because those shoppers look down on bargain hunting, and because at a certain high dollar amount adding a fraction to the end of the price becomes ludicrous. The only aspect that needed fine tuning was the exact fraction that worked best as a compromise for sellers and buyers. It appears that fractions in the ninetieth percentile have worked best, which is why prices at half dollar fractions, which were once popular, are rarer now than they once were.
As for gas stations’ pricing fuel down to tenths of a cent, that practice dates to the 1920s and 1930s when government entities first started taxing gasoline to raise money for road building and maintenance. The government taxed the fuel sellers, and the sellers passed the cost on to consumers. When gasoline cost ten or fifteen cents per gallon as it did in those times, it made sense to fine tune fractional pricing down to tenths of a cent. The business of selling gasoline retail has always run on slim margins, which is why those businesses have always diversified, first by offering automobile mechanical services, and now more commonly by selling convenience items at a high markup. Gasoline retailers have learned that consumers will drive a mile down the road to save a penny a gallon on fuel, and since the gasoline on offer is essentially a loss leader for the higher priced items the retailer sells, it makes sense even in these times of fuel prices in the range of dollars for retailers to retain the tenth of a cent fractional pricing that could make the difference in their profitability from month to month.
The 1980 comedy Used Cars, directed by Robert Zemeckis, included this television advertisement for one way of dealing with high prices. Note that the Mercedes luxury car price is rounded to $24,000. Warning: foul language.
The latest development in the continuing tug of war between sellers and buyers that deserves mention is the one in which grocers have challenged the math skills of shoppers beyond simply rounding fractions off to the nearest dollar by posing more complicated division skills, such as 4/10.00, 5/12.50, or 10/16.90. These are not terribly difficult math problems, and many people would not need a calculator to figure them out. This pricing ploy is instead an attempt by the retailer to get the consumer to buy more of the item not only by suggesting it is a great value, but also by confusion over what the price is per unit.
Particularly when the consumer has to compare one item priced in such a manner to a similar item priced in the same way, the laziness and confusion of the shopper works to the advantage of the retailer. In that case, even buyers who do not have a calculator with them should take comfort in understanding that by law in most places they do not have to pick up the suggested amount in order to take advantage of the advertised price. A “Buy one, bet one free” promotion, for example, does not necessarily require the shopper to pick up two items in order to receive the benefit of buying only one item at half price. As always, however, caveat emptor – buyer beware – and check with the store manager to be sure of the applicable policy.
― Vita
Sears, once the largest retailer by sales volume in the country, has been in decline for the last twenty years and is on its way out of business. Some of its competitors in the brick and mortar and catalog sides of retail merchandising have either already gone out of business or are also on their way out. Sears failed to keep up with the online retail revolution, and a look around its sales website indicates that the company still doesn’t have a handle on it. Sears closed up its famous catalog in 1993, and since it never established itself online, it was left with brick and mortar stores which are not doing well.
The Amtrak train The Cardinal departs Chicago in May, 2009, for points east. The Sears Tower, the tallest building in the skyline, was renamed the Willis Tower in 2009 by the Willis Group as part of its lease agreement. Photo by Russell Sekeet.
Throughout the first two thirds of the twentieth century, Sears was such a huge merchandiser that it accounted for about one percent of all retail sales nationwide. It was the Amazon.com of that time, which was no small feat considering the supply chain difficulties imposed by an infrastructure that would not become truly nationwide until the 1950s with the building of the interstate highway system. Sears made its name by using its catalogs to reach under served rural customers at a time when the majority of people lived outside of cities. Now online retailers can reach anyone with an internet connection, and shippers deliver directly to the consumer’s doorstep.
It was at this time of year, late summer or early autumn, that Sears used to issue its Wish Book, a shortened version of its catalog, with an emphasis on Christmas gift items. One of Sears’ competitors, Macy’s, still kicks off the Christmas shopping season by sponsoring a Thanksgiving Day parade in New York City, though it has also been closing stores around the country. The 2008 recession accelerated the decline of the big nationwide department stores after a slow slip in sales since the 1990s. Specialty stores with a national or regional presence, like Radio Shack and Circuit City, have also either shut down or are close to doing so. What’s most often left then for Christmas shoppers visiting a physical store are the big box retailers like Walmart and Target.
Or people could patronize locally owned shops. The prices may be higher because the small shops don’t have the supply chain advantages of their much larger competitors, but the local small business gives back to its community. In that sense, the two types of stores should not even be considered competitors. Over there are the big box retailers selling goods cheaply, but also taking advantage of communities with unethical employment and supply chain practices. And over here are small businesses that are answerable to the community, because without local support and good word of mouth they are doomed to fail.
Left to right: Adam Gimbel, Frederic Gimbel, and Bernard Gimbel looking at a Luca della Robbia (1400-1482) statue of Madonna and Child, from the art collection of William Randolph Hearst. Parts of Hearst’s collection were sold at the Gimbels department store in 1939-1940. Gimbels had stores in the northeast and the midwest, and a prized location next door to Macy’s in Herald Square in New York City. Photo by Edward Lynch of the New York World Telegram & Sun.
Edmund Gwenn stars as Santa Claus in the 1947 version of Miracle on 34th Street. The film’s setting is Macy’s department store in New York City.
It could be that the failure of the old retail giants like Sears will prompt renewed interest in shopping at local stores. Online retailers and a few big box retailers have already usurped much of Sears’ more than one century old business model. Sears and J.C. Penney and a few other large department stores have anchored enclosed suburban shopping malls since they first started appearing in the 1950s and 1960s. Now that those stores are declining, perhaps small, locally owned shops will pick up more business. That would be a welcome development, and it might eventually boost Small Business Saturday to a level competitive with Black Friday (it’s antithesis is Buy Nothing Day) and Cyber Monday. Like it or not, Christmas has been a commercial proposition in America for a long time now, and if small businesses can bloom from the ashes of the old retail giants, then at least some good will have come from that mercantile aspect of the year end holidays.
― Vita
