So called “right-digit effect" influences shoppers’ perception of sale prices. When the right digits are small, people perceive the discount to be larger than when the right digits are large.
Example: an item on sale for $211 from the original price of $222 is thought to be a better deal than an item on sale for $188 from an original price of $199, even though both discounts are $11.
When shoppers view regular and sale prices with identical left digits, they perceive larger price discounts when the right digits are "small” - less than 5 - than when they are "large," or greater than 5.
Use smaller numbers – from 1 to 5 - for right digits of sales prices to create a lower price (or higher discount) perception.