Kelly Joosten was among dozens of customers who filled up for 34.9 cents a gallon instead of the advertised price of $3.43 at a Wisconsin Rapids, Wis., Citgo station, the Wisconsin Rapids Daily Tribune reported Wednesday.

"I'm 28 years old, and I think I remember 99 cents back in the day," said Joosten. "(This) will never happen again in my lifetime."

Station owner JP Raval told the newspaper it took 90 minutes to correct the mistake and during that time 30-40 customers filled up at the incorrect price, purchasing a total of 200-300 gallons of gas.

And that, Raval said to the Daily Tribune, took a big bite out of the station's profits.

"Before we realized (the error) people kept coming so fast," said Raval. "Everything was so crowded; it was like a fairground."