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Arts and crafts giant Michaels faces a proposed class action lawsuit alleging that the retailer routinely sends deceptive marketing emails promoting fake “limited-time” discounts.
Filed on July 22, 2026, the 35-page lawsuit claims Michaels creates an artificial sense of urgency to trick everyday shoppers into making immediate purchases under false pretenses.
If you have ever subscribed to promotional emails from a major retailer, you are likely familiar with high-urgency subject lines screaming that a huge sale is about to end. However, a new class action lawsuit filed against The Michaels Companies, Inc. (Case No. 1:26-cv-3142) alleges that these countdowns are often complete fabrications designed to pressure consumers into impulse buying.
The legal complaint claims that Michaels regularly floods its subscribers’ inboxes with subject lines such as “LAST DAY for up to 50% off! This sale ENDS TODAY.” While these messages are meant to persuade you that a rare, deep discount is disappearing in a matter of hours, the suit alleges that the advertised savings are misleading and that the items are frequently available at discounted prices on the Michaels website regardless of the “sale.”
When shoppers believe a discount is genuine and expiring immediately, they are far more likely to make an unplanned purchase rather than take time to compare prices elsewhere. By manipulating these consumer habits through deceptive messaging, retailers can lock in sales that shoppers might otherwise skip or delay.
According to court filings, an extensive investigation conducted by the plaintiff’s legal team revealed that Michaels sent promotional emails advertising “limited-time” sales almost every single day between December 8, 2025, and June 8, 2026.
The lawsuit highlights specific instances where Michaels allegedly manufactured fake expiration dates for its sales promotions. For example, on September 27, 2025, the company sent a marketing email with the subject line: “ENDS TODAY: Up to 60% off trees online only! Plus, FREE shipping!”
Despite the explicit claim that the deal was ending that day, the lawsuit points out that the exact same 60-percent-off discount was reinstated just four days later, on October 1, 2025. This time, the subject line read: “EXTENDED: Up to 60% off Christmas trees online only! Plus, FREE shipping!”
By repeatedly extending “expired” sales or resurrecting identical promotions within days, Michaels allegedly leads consumers to falsely believe that they are receiving a special, temporary price cut when, in reality, the discounted price is the standard baseline price for the merchandise.
Marketing strategies that rely on false scarcity or fake expiration dates are not just frustrating for shoppers—they are recognized as deceptive trade practices by regulatory bodies. The Federal Trade Commission (FTC) explicitly identifies “False Limited Time Messages” as a harmful retail tactic that creates artificial urgency to the detriment of everyday people.
As stated directly in the class action complaint, this deceptive strategy “creates a sense of value and urgency: buy now, and you will receive something worth more than you pay for; or wait, and you will pay more for the same thing later.”
When consumers are led to believe that a price will jump significantly tomorrow, they are robbed of the opportunity to make informed purchasing decisions. Rather than evaluating whether they actually need an item or if another store offers a better price, shoppers are pressured into buying immediately out of fear of missing out. The lawsuit argues that this systematic practice allows Michaels to generate millions of dollars in sales through unlawful deception.
The class action suit specifically accuses Michaels of violating the Washington Commercial Electronic Mail Act and the Washington Consumer Protection Act. These statutes prohibit businesses from transmitting commercial email messages that contain misleading information in the subject line or utilize unfair and deceptive marketing practices.
Under commercial email regulations, retailers are required to maintain honesty and transparency when communicating with potential buyers. Misrepresenting the availability, duration, or actual discount level of a product in an email subject line directly breaches these consumer protections.
State and federal consumer laws exist precisely to level the playing field between large corporations and everyday consumers. While major retail chains spend vast resources developing persuasive digital marketing campaigns, consumer protection statutes ensure that enthusiasm never crosses the line into fraudulent or illegal misrepresentation.
The proposed class action aims to represent all Washington state residents who received promotional marketing emails from Michaels while located in Washington during a class period to be established by the court.
You may be included in the proposed class if you received emails from Michaels with subject lines that:
Advertised percentage-off discounts (e.g., “50% off”);
Claimed a price, discount, or sale would end on a specific date, but Michaels extended that exact same sale upon expiration; or
Claimed a sale was time-limited, ending soon, or tied to a holiday/event, but Michaels reinstated the same or a comparable promotion shortly afterward.
Because this lawsuit was recently filed in July 2026, it is currently in its early procedural stages. There is no official settlement fund or claim submission deadline at this time, and the court has not yet certified the class. However, if the court certifies the lawsuit or if a settlement is reached in the future, eligible consumers may have the opportunity to claim monetary compensation or statutory damages.
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