Pricing
Tactic

Remove the Currency Symbol When Possible

Removing this symbol reduces the pain of paying.

Donate 29 to feed children

Overview

You should typically include the currency symbol in your prices — these symbols help customers understand when a number is, indeed, a price.

But if your number is clearly a price, perhaps you could remove the symbol (Yang, Kimes, & Sessarego, 2009).

Perhaps this tactic works best in luxury contexts, (e.g., high-end restaurant).

  • Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). Menu price presentation influences on consumer purchase behavior in restaurants. International Journal of Hospitality Management, 28(1), 157-160.