Lawsuit against 99 Cent Only store

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Tess Vigeland: And a final few cents for you to ponder. Actually just one. Because of the recession, the 99 cent store hiked prices to a whopping 99.99 cents. Cash registers can’t register that, so they round up. And two class action lawsuits filed this month say that extra penny amounts to false advertising. Krista Faron is with the marketing research firm Mintel International. And says the chain is within the letter of the law. But could take a hit in the court of public opinion.

Faron: Other competitors like Family Dollar and Dollar General, they have a little more wiggle room because their brand promise is a bit softer. But for 99 cent stores the brand promise is built right into the store name, so I think it’s tough for consumers to get past that.

Vigeland: Suffice it to say the lawsuits are asking for more than just that one red cent customers may have overpaid.