The price of $4.99 is commonly used in retail and online shopping to indicate a cost that is just under five dollars. This pricing strategy is often employed to make items appear more affordable, as consumers tend to perceive prices ending in ".99" as lower than they actually are. In many cases, $4.99 can be found on various products, including snacks, small household items, and digital downloads. Retailers may use this price point to attract budget-conscious shoppers and encourage impulse purchases, making it a popular choice in marketing strategies.