http://www.weddingdecoratorblog.com/images/logo_99cent_400a.jpg

I went to the local 99 cent store in Gilroy California yesterday and noticed that I was being charged one dollar on every item I bought. Although it is just a penny and I can afford a penny, it’s the fact that I’m being lied to one more time that bothers me.

The way they cover this is once you are in the store, some signs have the fine print where it’s not really 99 cents, it’s 99.99 cents. When you get to the cash register however the screen indicates that they are rounding the 99.99 cents up to a dollar, so it’s not really even 99.99 cents. It is actually $1.00.

When a store uses 99 cents as it’s identity stating that you will never pay more and 99 cents for anything and then you end up paying a dollar, that’s more than just a 1 cent fib. It makes the whole premise of your business model a lie. It makes your identity a lie. It makes your brand a lie. That’s a big lie. It takes the magic out of the 99 cent name. And once the magic is gone then you realize that you probably could get the same item at Walmart or Costco for even less.

So Dvorak/blog readers – How do you feel about paying a buck at the 99 cent store? Do you think they are being smart about this by milking the customer for that extra penny at the expense of their very identity?