Dave Gold (June 5, 1932 – April 22, 2013) was an American businessman who established the 99 Cents Only chain of discount stores. Gold was born in Cleveland, Ohio to Russian immigrants who operated a general store. His family moved to Los Angeles in 1945. Gold graduated from Los Angeles High School and began studies at Los Angeles City College, but dropped out to run his family's liquor store after his father had a heart attack. Gold died in his home in the Mid-Wilshire area of Los Angeles from an apparent heart attack.