I bought Fiskar Softouch Transplanter a couple of years ago. Walmart had it, as well as some other hand tools by Fiskar, for under $4. I remember looking at even cheaper, plastic tools when I was choosing mine; they looked strong, but I just couldn't trust plastic. Fiskar, on the other hand, had immediately attracted me as something that would last for years: the transplanter is made of cast aluminum alloy, so not only it will not break or bend but it will not rust, either.
The cushioned grip is very convenient, I use this tool a lot and never get sore palms. The "shovel part" has gradation marks on it, which allows me to always know exactly how deep my hole is; no more guessing. While I do not use this transplanter to actually dig holes (I've got another tool for that), I still keep it at hand to remove extra soil, check the hole depth, and put the dirt back when the planting is done. I am happy with this tool, it has served me well.