What would my prices look like with charm pricing?
Last updated
Paste today's prices, one per line, then pick an ending and a direction.
Display only. Your figures are read in the currency you pick — nothing is converted and no exchange rate is applied.
Up to 50, one per line.
Optional. Shows the margin across the list after the new endings.
An average across these products.
Paste the prices you want to re-end, one per line, then choose the ending and which way to round. Nothing changes on your store; this is a preview of the new list.
- Your pricesNeeded
- An ending and a directionNeeded
- Gross marginOptional
A preview only: nothing changes on your store, and nothing here predicts whether a new ending sells more. To set a price from a cost instead, use the markup calculator.
Nothing you type is sent anywhere. There is no account, no install and no store connection.
Endings, rounding direction and what each change is worth
Charm pricing sets a price just under a round number, usually ending in 99 or 95 cents, while prestige pricing does the opposite and ends on a whole number, so an imaginary candle range priced at 24, 32.50, 18 and 45 dollars becomes 23.99, 31.99, 17.99 and 44.99 when rounded down to a .99 ending, which is 54 cents less across one of each.
Nothing here predicts that a new ending sells more; it shows what each change is worth per unit. To build a price up from cost, use the markup calculator, and to price a set of products together, use the bundle pricing calculator.
Paste the prices you already charge and decide how they should end. The page shows each new price beside the old one and what the change means per unit sold.
- Charm ending
- A price that stops just short of the next whole number, such as 19.99 or 24.95. The idea is that shoppers read the first digit and register the lower figure.
- Prestige ending
- A whole number such as 190 or 250. Premium brands often prefer it because a round figure reads as confident rather than discounted.
- Rounding direction
- Round down keeps every new price at or below the old one. Round up keeps every new price at or above it. Nearest picks whichever charm price is closer, so some prices rise and some fall.
- Change per unit
- What each sale of that product brings in more or less than today. Small on one unit, it can matter over a year of orders on a best seller.
- Gross margin
- Optional. Your average margin at today’s prices. With it, the page shows the margin across the list after the new endings, assuming each product sells at the same volume as before.
Nudgesmart is available on the Shopify App Store. Browse the template library or see what it costs.
Five imaginary price lists, re-ended
Invented price lists in US dollars, each re-ended a different way. The margins belong to the imaginary shops. The table is generated by the code behind the calculator above.
| Scenario | Ending | Direction | Changes | One of each | Margin after |
|---|---|---|---|---|---|
| Candle range, round down to .99 | Ends in .99 | Round down | 4 down, 0 up, 0 same | -$0.54 | 67.9% |
| Tea tins, nearest .95 | Ends in .95 | Nearest | 3 down, 1 up, 0 same | -$0.55 | 59.6% |
| Leather bags, whole numbers up | Whole number (.00) | Round up | 0 down, 3 up, 0 same | +$0.56 | 55.0% |
| Dog toys, nearest .99 | Ends in .99 | Nearest | 3 down, 2 up, 0 same | $0.00 | — |
| Prints already on .99 | Ends in .99 | Round down | 0 down, 0 up, 3 same | $0.00 | — |
What a new price ending cannot tell you
Nothing here predicts sales
Whether a .99 ending sells more depends on your products, your shoppers and how the price is shown. Only your own sales before and after a change can answer it.
Rounding down costs a little on every sale
A cent off a price looks trivial, but on a product that sells thousands of units a year it is real money. Check the change per unit against your volume before rolling it out.
Premium lines can look cheaper
A .99 ending can make a luxury product feel discounted. Many premium brands keep whole numbers on purpose; charm endings suit value and everyday ranges better.
Compare-at prices and codes change the picture
If a product has a compare-at price or a standing discount, the price the shopper sees is not the one you set here. Re-end the price the shopper actually reads.
Currencies and markets differ
Endings that feel natural in one market can look odd in another, and some currencies are usually shown without cents. If you sell in several currencies, check how converted prices end.
Charm pricing questions
What is charm pricing?
Setting a price just below a round number, such as 19.99 instead of 20, so the first digit a shopper reads is lower. This calculator applies an ending to a list of your prices and shows what each change is worth per unit.
Should I use .99 or .95?
Both are charm endings; .99 is closer to the round number and so costs less per unit when rounding down. Some shops use .95 to look a little different or to keep a clear gap from competitors on .99. Run your list both ways and compare the change per unit.
When should prices end in a whole number?
When the product is premium or giftable and you want the price to read as considered rather than discounted. The whole-number option rounds each price to .00 in the direction you choose.
Does rounding down to .99 cost me much?
It depends on how far each price sits from the ending. A price just past it moves by a single cent, while one sitting midway between endings, such as 32.50, moves by about half a dollar. The candle range above loses a cent on three prices and 51 cents on the fourth, 54 cents across one of each product. The calculator shows the exact change for each price and across the list.
Can I use this for psychological pricing in general?
It covers the price-ending part of psychological pricing: charm and prestige endings. Anchoring, bundles and tiered offers are separate decisions; the bundle pricing and tiered discount tools on this site cover those.
Does this change the prices on my store?
No. It is a preview only. Copy the new prices into your product admin, or your bulk editor, once you are happy with them.
A price only works once a shopper notices it.
Nudgesmart has ready-made templates, grouped by industry and campaign type, for announcing a range or an offer on the storefront.
