---
type: Article
title: "Why $119 Beats $125: Retail Pricing Psychology"
description: "Charm pricing, the $0 nudge, and why every Apple price ends in 9. Small pricing moves that grow retail sales. A Weekly Retail Tidbit from AmyFay Chandler."
resource: https://amyfaychandler.com/why-119-beats-125/
tags: [why-119-beats-125]
---

[Weekly Retail Tidbits](https://amyfaychandler.com/category/friday-retail-tidbits/)

# Why $119 Beats $125

	By[AmyFay Chandler](https://wordpress-1600709-6279960.cloudwaysapps.com)
						May 3, 2024July 31, 2026

“If you are offering someone something for free, perhaps a bonus product in a bundle or simply a free product or service, don’t say it’s free.”

— Phil Agnew, Nudge Podcast

Have you ever bought something for $0.00?

Haha trick question. But guess what? $0 is better than saying “free.”

Thanks to Phil Agnew and his “Nudge” podcast, I am thinking about that as I write to you this week. I recommend the listen – the Nudge drops every Monday!

119 is charm pricing – 125 is rounded. Charm is better. Think Apple. Every price ends in 9.

Last thought: We can increase our chances of growing business successfully when we use what others have figured out to our advantage. ❤️

xoxo,
❤️ AmyFay

“Everything should be made as simple as possible, but not simpler.”

— Albert Einstein

		[AmyFay Chandler](https://amyfaychandler.com/author/amyfay/)

I’m AmyFay Chandler, a Knoxville-based wholesale sales rep serving independent retailers in Tennessee and Kentucky through Tango Showroom. I also represent Sweet Tree Jewelry and Caroline B Cook nationwide. Before I became a rep, I built two T-shirt lines, ran my own retail business, bought home and gift for Elder’s Ace Hardware, and worked with Werner Frank. I have been the maker, buyer, retailer, rep, and person at the register, so I evaluate every line from the store floor first.

I write the Morning Retail Tidbit and [Friday Retail Tidbits](https://amyfaychandler.com/category/friday-retail-tidbits/) to help local retailers buy smarter, merchandise with intention, and keep their stores valuable.

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