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99 Cents stores sued by shoppers for raising price to 99.99 cents
by Joseph Ernest July 22, 2010
Newscast Media -- Shoppers have taken the 99 Cents store to court for unfair and deceptive business practices, after the chain store raised prices to 99.99 cents at 277 outlets in California, Nevada, Arizona and Texas in 2008.
Dan Callahan, the lawyer for the shoppers, said: "If they call themselves 99 Cents Only, it should be 99 cents. The people they're taking advantage of are the ones least able to discern the difference and least able to afford it."
The store denies deceiving its customers, even though the price raise has brought in an extra $12 million at the cash registers annually.
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