Retailers cling to $9.99 price point

Michael's is redesigning store layouts to expand its selection of under-$10 offerings.

Hasbro simplified packaging for action figures and board games, like selling Connect 4 in a sleeve and Transformers Cyber Changer in simpler packaging.

Boston Beer began offering Twisted Teas in a four-pack instead of a six-pack to maintain the $9.99 price point.

Walmart cut the price of 24-packs of Coke and Pepsi to just under $10 in a summer promotion.

Hasbro CEO Chris Cocks calls $9.99 a 'snackable' price that drives consumer behavior and is great for gifts or treats.