A Boutique store is selling a new style of winter coats in preparation for the winter season. The store's manager thinks that consumers' willingness to pay for a coat is $65 each, but she is not confident in her estimate. She wants to sell the coats within the next 6 months, before winter ends, because after that she needs to make room in the store for the next year's styles. What price should the manager set for the coats?