The price of $9.99 is commonly used in retail as a marketing strategy. It is just below $10.00, which makes it appear more attractive to consumers. This pricing technique, known as "charm pricing," is believed to encourage purchases by creating a perception of a better deal. In many cases, $9.99 is used for various products, from groceries to electronics. Retailers often choose this price point to increase sales volume, as it can influence consumer behavior. The psychological impact of seeing a price ending in ".99" can lead to a higher likelihood of buying the item.