Insight of the Week
Charge Divisible Prices in Bulk Bundles
Customers prefer prices that are divisible by the purchase quantity because it helps them imagine using these products.
Updated December 1, 2023

Consider a 3-pack of candles for $15.
Each candle would cost $5. Pretty good, right?
If you lower the bundle price to $14.50, now each candle would cost $4.83. But ironically, this cheaper price is less appealing because it lacks divisibility.
Customers preferred:
- 4-pack of body wash for $16 (vs. $15.30)
- 6-pack of tissues for $18 (vs. $17)
- 8-pack of toothbrushes for $16 (vs. $15.41)
- 11-pack of cashews for $11 (vs. $10)
(see Park et al., 2023).
Why It Works
- Easier to Imagine Usage. In a 3-pack of candles for $15, customers can easily calculate $5 per candle. This calculation shifts their attention from the bundle to the units. Customers imagine the candles as discrete items, easing their ability to imagine usage scenarios (e.g., one for the living room, one for the bathroom, one for the bedroom).

How to Apply
- Adjust Prices or Quantities. Whichever can help you reach divisibility.
- Multiples Can Work Too. Like 4 small pizzas with 6 toppings for $24 (King, & Janiszewski, 2011).
- Charm Prices Might Work Too. Instead of $15.00, try $14.99. Customers might round up to $15 for divisibility, yet $14 would anchor a lower price for the bundle.
Other New Stuff
- Use Duration Prices That Are Easy to Multiply - Sometimes I see specific prices for durations, such as $63.46/hour or $13.45/month. But are they effective? This week's study might shed light. See my LinkedIn post which expands on this idea.