Shade Store class action alleges company uses false sale pricing

Shade Store class action lawsuit overview:

• Who: Plaintiff Sharon Crowder filed a class action lawsuit against The Shade Store LLC.
• Why: The Shade Store allegedly entices consumers to purchase window coverings and accessories by offering them at fake sale prices.
• Where: The Shade Store pricing class action lawsuit was filed in California federal court.
• What are my options: Ace Hardware carries many options when it comes to shades. 

The Shade Store LLC offers window-covering products and accessories at fake sale pricing, in violation of California law, according to a class action lawsuit filed May 12 in California federal court.

Plaintiff Sharon Crowder says she purchased roller shades from The Shade Store’s website, believing she was getting a significant discount from the regular price and that the purported sale would end soon.

Had she known the roller shades she purchased were not actually sold at a discounted price, she would not have purchased them, the class action lawsuit says.

Items never sold at ‘regular’ price, The Shade Store class action says 

The Shade Store website allegedly lists purported discount prices in orange print alongside a crossed-out “regular” price and a date at which the sale will purportedly end. However, the class action says the products are never sold at the purported “regular” price and that the sales are not actually limited in time.

The lawsuit notes advertised sales are very important to consumers.

“Consumers are more likely to purchase an item if they know that they are getting a good deal,” the pricing class action lawsuit says. “Further, if consumers think that a sale will end soon, they are likely to buy now, rather than wait, comparison shop and buy something else.”

While there is nothing wrong with a legitimate sale, fake sales involving fictional regular prices and false discounts are deceptive and illegal, the lawsuit states.

The Shade Store pricing class action lawsuit asserts claims for violations of California’s False Advertising Law, Consumer Legal Remedies Act, Unfair Competition Law, breach of contract, breach of express warranty, breach of implied warranty, unjust enrichment and negligent and intentional misrepresentation.

In related news, a recent Wilsons Leather class action lawsuit also alleges the retailer offers fake discount pricing.

Do you think The Shade Store’s discounts are false or misleading? Tell us what you think in the comments.

Crowder is represented by Christin Cho, Simon Franzini and Grace Bennett of Dovel & Luner LLP.

The Shade Store pricing class action lawsuit is Sharon Crowder, et al. v. The Shade Store LLC, Case No.5:23-cv-02331, in the U.S. District Court for the Northern District of California.

Read About More Class Action Lawsuits & Class Action Settlements:

• Tempur Sealy buys Mattress Firm in $4B deal
• Candle company files antitrust class action against fragrance manufacturers
• Family Dollar recalls improperly stored Advil
• Safeway class action alleges retailer inflates product price in buy-one-get-one-free promotions