Why You Should Stop Using Dollar Signs and Commas in Pricing

Ah, the dollar sign. That tiny, innocent-looking symbol of financial doom. It sits there, all smug, in front of numbers, reminding you that you’re about to part ways with your hard-earned cash. But what if I told you that removing that little menace—along with its equally guilty accomplice, the comma—could actually make customers more comfortable spending money?

Yes, you heard that right. Those small details in your pricing might be scaring away potential buyers. And I’m here to tell you why dropping them is the best business decision you didn’t know you needed.

The Dollar Sign: A Tiny Terrorist on Your Price Tag

Let’s be honest: nothing screams “You’re about to spend money!” quite like a dollar sign. It’s the branding iron of capitalism, seared into the beginning of every price tag. But studies have shown that the mere sight of “$” triggers a psychological pain response in consumers.

A study from Cornell University found that restaurant patrons spent significantly more when menus did not include dollar signs, as the symbol made customers more aware of their spending and, in turn, more frugal (Yang, Kimes & Sessarego, 2009).

That’s right—your customers see “$10.00” and immediately feel like their bank account is wincing. Meanwhile, if you just write “10” instead, it looks friendlier. It’s just a number! It could mean anything! Ten hugs? Ten slices of pizza? Ten adorable kittens? (Okay, maybe not kittens, but you get the point.)

By simply removing the dollar sign, you trick—I mean, gently guide—your customers into focusing on the value of the product rather than the cost.Commas: The Sneaky Culprit Making Prices Feel Bigger

Commas in pricing are like the extra padding in a bag of chips—completely unnecessary and, frankly, a little deceptive. When a customer sees “$1,999,” their brain translates it into “big, intimidating number.” But when you write “1999” instead, suddenly it looks sleeker, smaller, and way less daunting.

Don’t believe me? Let’s test it out:

• $1,499 → 1499 (Okay, now that looks affordable.)

• $2,999 → 2999 (Wow, that’s barely 2000! Practically free.)

• $12,499 → 12499 (Hey, it’s only a four-digit number now!)

A study published in the Journal of Consumer Psychology found that removing commas in pricing makes large numbers feel smaller because our brains process them as a single unit rather than breaking them into separate components (Coulter, Choi & Monroe, 2012). Without that pesky comma breaking up the number, the price feels less imposing. It’s a simple mind trick that works because our brains like round, continuous figures better than broken-up ones.

Episode 11 Productions: Putting This Strategy to Work in Video

At Episode 11 Productions, we know the psychology of video marketing inside and out. That’s why, when we create promotional videos for businesses, we never put dollar signs in pricing text. Why? Because we know it makes people hesitate.

If a product or service is listed as “1499” on the screen instead of “$1,499,” the viewer processes it as a number rather than a financial decision. And that makes all the difference. Subconsciously, they feel less pressure, more curiosity, and a greater willingness to move forward.

We apply this approach across the board, making sure your videos don’t just look good, but actually work to drive conversions.

Psychology Backs This Up (And Psychologists Are Smart, So We Should Listen)

• A Cornell University study found that removing dollar signs from restaurant menus increased customer spending (Yang, Kimes & Sessarego, 2009).

• Research from the Journal of Consumer Psychology revealed that prices without commas feel lower to consumers, making them more willing to buy (Coulter, Choi & Monroe, 2012).

• A study published in The Journal of Marketing Research found that people perceive prices with fewer syllables as lower, meaning “1499” is read faster and feels smaller than “1,499” (Coulter & Coulter, 2005).

How To Implement This Strategy Like a Marketing Genius

If you’re a business owner, freelancer, or anyone who puts prices on things, here’s your game plan:

1. Erase the dollar sign – Let your prices breathe without that scary “$” glaring at your customers.

2. Ditch the commas – Keep numbers sleek and simple for easier digestion.

3. Skip unnecessary decimal places – Unless you’re in the business of gas stations or stock markets, no one needs to see “.00” at the end of a price. Just write “10” instead of “10.00.”

4. Use the power of charm pricing – If you’re feeling sneaky, prices ending in 9s (“1999” instead of “2000”) still have that psychological edge.

But Won’t Customers Notice?

Nope. They won’t be standing at the checkout counter, muttering, “Wait a second…where’s the dollar sign?! Is this an unregulated financial scam?” Instead, they’ll just see a price, register it as a number, and move along with their purchase.

And if they do notice, they’ll just think, “Oh wow, this looks simple and clean.” And that’s exactly the impression you want.

Final Thoughts: Give Your Customers (and Their Wallets) a Break

The goal of pricing is to make customers feel comfortable. If a simple formatting trick can reduce their financial anxiety and increase your sales, why wouldn’t you use it?

That’s why Episode 11 Productions applies this strategy in our marketing videos, and 3D animation videos. We want your customers to focus on what you’re offering—not on the subconscious stress of seeing a “$” before a number.

So go ahead—free yourself from the tyranny of dollar signs and commas. Your customers (and your bottom line) will thank you.

Now, if you’ll excuse me, I need to go price my services at 2999 and see what happens.

Citations

•Coulter, K. S., & Coulter, R. A. (2005). “The effects of fluency and phonetic symbolism on brand name preference.” Journal of Marketing Research, 42(2), 175-184.

•Coulter, K. S., Choi, P., & Monroe, K. B. (2012). “Comma N’ Get It: The Impact of Comma Usage in Numerical Prices on Perceived Magnitude and Willingness to Pay.” Journal of Consumer Psychology, 22(3), 424-429.

•Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). “Menu Price Presentation and Restaurant Sales.” Cornell Hospitality Report, 9(10), 6-16.