Eideard

A fraction of a penny is amounting to one big headache for 99 Cents Only Stores.

Two years ago, the City of Commerce retailer — faced with rising inflation and higher costs — raised the top price of its goods to 99.99 cents from 99 cents. Company executives thought it was a clever way to increase sales while staying loyal to the chain’s love for the number 99.

But the move seems to be riling some customers who say they weren’t aware of the nearly one-cent increase and felt duped into believing they were still paying 99 cents “only.” Because U.S. currency makes it impossible to pay 99.99 cents for an item, shoppers are essentially paying $1 plus tax at the cash register.

Now the company faces two class-action lawsuits that were filed in Los Angeles County Superior Court this month. The complaints allege unfair and deceptive business practices and misleading advertising.

“If they call themselves 99 Cents Only, it should be 99 cents,” said Dan Callahan, an Orange County lawyer…

The lawsuits are asking for unspecified monetary compensation and contend that 99 Cents Only should have been more clear in its advertising. A judge will decide whether the cases can proceed as class-action suits.

You know, I realize my penchant for rare – but distinctive – thoughts of violence are somewhat offputting. But, I think there should be at least a limited hunting season on some lawyers.

Just let each of us choose whichever one we’d like stuffed and mounted.