Price ending refers to the practice of setting prices that end in specific digits, often to influence consumer perception and behavior. For example, prices ending in .99 or .95 are commonly used in retail, as they can make items appear cheaper than they actually are. This strategy is based on the psychological principle that consumers tend to focus more on the first digit of a price rather than the last. Another common price ending is the use of whole numbers, such as $10 or $20, which can convey simplicity and clarity. This approach is often seen in premium products, where a round number may suggest higher quality. Retailers and marketers carefully consider price endings to optimize sales and enhance customer appeal.