Cracking The Retail Code


Anchor - Todd Faulkner
Photojournalist - Chad Darnall

PADUCAH, Ky - When your family is on a budget, every penny counts. 

However, how do you know you're getting the best deal when you shop?  We're cracking the code on major retailer price tags, and you'll never look at a price tag the same way.
Every commercial on television promises you the very best deal, but how do you know when you walk through the doors you're really getting it? 
Kyle James is Founder and President of the popular website  The husband and father of three was trying to save some cash when he discovered the price tag carries a hidden message. 
"I needed a new SD card for my digital camera," James said.  "So, I just looked, you know they had 20 of them on the shelf. I just got the one that ended in .04 and took it home, and sure enough, it was 20-percent cheaper than anywhere else I could find it." 
James said getting your money's worth is as simple as paying close attention to those little numbers right of the decimal. 
"It's all about the cents and that's when you can determine if you're getting the best deal." 
Company insiders from popular retailers are the ones feeding James the information.
For example, at Target: If the price ends in .99 it's full retail price, if it ends with a .98 it's just a markdown but if it ends in a .04 that signals a final markdown. 
At Sears you want to look for a .99 which translates to full retail price.  If it ends in a .97 that can mean a discontinued item on clearance.  If the price ends in an .88 that's the best price you'll get at Sears.
If you spot prices ending in .47, .49, .97 or .99 at Gap and Old Navy, that's a sign the item is marked as clearance or discontinued.  This is the best price you're going to find at those stores. 
James added, "By knowing that, you can figure out, 'Ok, how good of a deal is this?' And use that information to your advantage." 
James hopes to learn the price tricks other big retailers use and is looking for your help. 
"I encourage your viewers, if they know any secrets drop me an email. I'm hoping to grow this to 30, 40 and 50 stores. I think it's a great little tool. I don't think it's going to go away any time soon," James said. 
He hasn't been able to crack the code at Wal-Mart and Kohl's because those stores don't really seem to have a consistent price strategy. 
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