It’s annoying because you already know it, but a 0.99 sign will always represents a much cheaper price at first impression than a 1.00 sign. Old hat. Now, more and more supermarkets have also forgotten to add price characters (dollar signs, euro signs, pound signs) next to the numbers. Why? Seeing a dollar sign makes you think about the fact that you’re actually spending your money on the whole experience. Numbers alone suggest you’re saving.