"Whenever I'd put wine or cheese on sale for $1.02 or 98 cents, it never sold out," Gold recalled in a Times interview in 2003. "When I put a 99 cent sign on anything, it was gone in no time. I realized it was a magic number. I thought, wouldn't it be fun to have a store where everything was good quality and everything was 99 cents?"99 Cents Only Stores was known for not taking itself too seriously, running humorous ads, often referring to the number 99 in some way such as congratulating Joan Rivers "Happy 99th Facelift", or their fleet vehicle displaying "Driver Carries 99 Cents Only" under the logo.
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