Why $39 outsold $34
In eight pricing studies, prices ending in 9 lifted sales 24% on average. One $39 item outsold both its $34 and $44 versions.
Across eight pricing studies, prices ending in 9 lifted sales by an average of 24% compared with nearby round numbers.
The strangest result: a clothing item priced at $39 outsold the same item at $34 and at $44. Buyers read $39 as "thirty-something" and file it away as a deal, even though it's a dollar short of $40.
Why it matters: the last digit of your price is a decision, not a rounding choice. It's one of the cheapest pricing-page tests you can run. Judge it on revenue per visitor, not conversion rate, and remember that most of these studies are old, so let your own traffic decide.
Source: Pricing Page Psychology 2026: A SaaS Decision Framework
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