Are Williams Sonoma Discounts Misleading?

One of the major factors many consumers take into consideration when shopping is what kind of discount they can get—which is why many companies may choose to use this to their advantage and engage in deceptive marketing practices to make better sales.

Like most companies, kitchenware retailer Williams Sonoma offers discounts on its products—but are Williams Sonoma discounts misleading? Some customers have complained about Williams Sonoma deceptive marketing practices.

An attorney-led investigation is currently looking into this issue.

What Is Deceptive Marketing?

There are lots of deceptive marketing tactics that retailers can use to try to convince consumers that buying their products is worth it. One popular method is by making their sales seem particularly good, through tricky wording with fine print, for instance, or through deceptive pricing that makes discounts look much larger than they are.

These deceptive marketing practices can be easier to fact-check online, with the ability to reference prices at several different stores in an instant. But at the same time, it might be harder to notice a fake sale in the first place. According to Larry Compeau, a professor at Clarkson University and expert on pricing strategies, “Everyone expects a deal on the web.”

“Nobody wants to pay retail,” Compeau told the New York Times. “Some sellers are now willing to deceive consumers to make the sale.”

Companies have also gotten in trouble for falsely labeling products as “Made in the USA” to try to attract buyers. Buyers might be more willing to shell out money they otherwise wouldn’t if the product is presented as a way to better support the U.S. economy.

Deceptive Marketing Laws

The Federal Trade Commission (FTC) regulates U.S. companies in their advertising practices, and pursues action against those that use deceptive marketing practices. Per the FTC, companies that include “suggested prices” or a list price on their products must do so in a way that is honest, straightforward, and not likely to mislead consumers into believing they are receiving a discount when they actually are not.

Williams Sonoma Deceptive Marketing Practices

Some consumers have claimed that Williams Sonoma discounts are deceptive due to their “suggested prices” labeling. A retailer could falsely hike up the suggested price on the product’s price tag, to give the appearance that the current price of the item is a significant discount, even if it just a minor discount—or if it was the actual original price.

For instance, the Yelp review of one Williams Sonoma customer warns others to “[j]ust beware of their “Suggested Prices”, especially on their website. This company is good for marking up to mark down or making it appear that you are getting a deal. I’ve seen items that appear to be marked down but the marked down price is actually the manufacture’s suggested price.”

According to the Williams Sonoma website, their suggested pricing reflects the manufacturer’s recommended price. When it comes to their own products that they manufacturer, in which case they are the ones that set the price, Williams Sonoma notes that the use of “Sugg. Price” would refer to the total price of a set if each item was bought separately, compared with “Our Price,” which reflects the discount for the set.

Williams Sonoma Discounts Lawsuit

Some consumers have turned to litigation over their frustration with deceptive marketing practices. One such lawsuit was filed in 2019 over Williams Sonoma discounts in the Superior Court of California for San Francisco County, alleging that the retailer used deceptive sales practices.

Deceptive Williams Sonoma advertising practices have gotten the retailer caught up in litigation with the FTC as well. The company agreed to a settlement with the FTC where it would pay $1 million, as well as to stop making false, misleading, or unsubstantiated “Made in the USA” product claims.

Filing a Lawsuit Over Deceptive Williams Sonoma Discounts

If you purchased a product labeled “exclusive” from Williams Sonoma—either through a Williams Sonoma retail store or from their website—that was marked at a discounted price from the “Sugg. Price,” you may be able to file a lawsuit and pursue compensation. “Exclusive” products that might have been subject to Williams Sonoma discounts include, but are not limited to, the following collections:

• Williams Sonoma Signature collection
• Le Creuset products
• Cuisinart
• SCANPAN
• All-Clad Collective
• Mauviel
• Calphalon
• Ruffoni Historia
• Staub
• Others

Filing a lawsuit can be a daunting prospect, so Top Class Actions has laid the groundwork for you by connecting you with an experienced attorney. Consulting an attorney can help you determine if you have a claim, navigate the complexities of litigation, and maximize your potential compensation.