99 Cents Only Stores is a premier deep-discount retailer that primarily carries name-brand consumable and general merchandise. They are an exciting shopping destination—often the first stop—for price-sensitive consumers, and a fun treasure-hunt shopping experience for other value conscious consumers. The stores date back to the 1960s when the company's founder, Dave Gold, inherited a tiny liquor store in downtown Los Angeles and decided to run a test by selling bottles of wine at a fixed price-point of 99 cents. The test was an instant success. Dave thought selling everything in the store for 99 cents would be hugely popular.