Michaels Hit With Class Action Lawsuit Over Allegedly Misleading Sale Emails

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Michaels faces a proposed class action lawsuit that alleges the arts and crafts retailer sends consumers misleading marketing emails that promote “limited-time” sales.

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The 35-page false advertising lawsuit claims that Michaels “constantly” sends consumers on its mailing list promotional emails that advertise “fake” discounts and misrepresent the duration of sales. According to the case, the company has violated the Washington Commercial Electronic Mail Act, which prohibits sending commercial emails with misleading subject lines.

The filing relays that Michaels regularly sends promotional emails multiple times a week with subject lines such as “LAST DAY for up to 50% off! This sale ENDS TODAY” to lead consumers to believe that there is a “substantial” sale in effect that offers a good deal compared to a product’s regular or former price.

However, the lawsuit says that for many products, the ostensible discounts were fake, as the products were frequently available at a discount on Michaels’ website. Per the case, since the products were regularly on sale, consumers were misled into believing that they were receiving a special deal.

Further, the suit accuses Michaels of regularly extending sales after their supposed expiration date or offering comparable sales almost immediately—oftentimes within one week of the previous sale’s end. According to the suit, this practice leads consumers to falsely believe that they must buy the discounted products before the sale ends in order to take advantage of lower prices.

The case provides one example of the allegedly misleading sales emails, stating that Michaels sent an email on September 27, 2025 that read, “ENDS TODAY: Up to 60% off trees online only! Plus, FREE shipping!” Notably, the complaint says that the 60-percent-off sale was reinstated just four days later on October 1, 2025, announced in an email subject line that read, “EXTENDED: Up to 60% off Christmas trees online only! Plus, FREE shipping!”

The case accuses Michaels of employing a strategy whereby the company “pressures” consumers to make purchases with misleading representations about the extent and availability of its discounts or sales. Consumers are more likely to purchase an item immediately, rather than comparison shop, when they believe they only have a short time to act, the filing conveys.

Indeed, the case notes that the Federal Trade Commission has identified the “False Limited Time Message” as one way retailers create an artificial sense of scarcity to consumers’ detriment.

“This 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,” the complaint states.

Per the filing, an investigation by the plaintiff’s counsel revealed that Michaels sent promotional emails advertising limited-time sales nearly every day between December 8, 2025 and June 8, 2026.

The Michaels class action lawsuit looks to cover all Washington residents who, during a timeframe to be established by the court and while present in Washington, received promotional emails from Michaels with subject lines either:

• Advertising “% off” discounts;
• Stating a sale, discount or price would end at a specified date but the same sale, discount or price was extended upon expiration; or
• Stating a sale, discount or price was time limited, ending or tethered to a holiday or event, when Michaels reinstated the same or a comparable sale, discount or price for a longer time.

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