Lowe’s class action alleges false discount advertising scheme

Lowe’s class action lawsuit overview:

• Who: Consumers have filed a pair of class action lawsuits against Lowe’s Home Centers LLC.
• Why: The class action lawsuits argue Lowe’s misled consumers with a false discount advertising scheme.
• Where: The class actions were filed in North Carolina federal court. 

A pair of new class action lawsuits accuse home improvement retailer Lowe’s of misleading consumers with a false discount advertising scheme in its stores and on its website.

The class action lawsuits claim Lowe’s engaged in a “massive and consistent” false discount advertising scheme for years by advertising perpetual discounts on certain products when, in reality, the retailer rarely, if ever, offers the products at their advertised reference price.

“Lowe’s’ deceptive pricing scheme is intended to trick consumers into believing that its Products are worth, and have a market value equal to, the inflated reference price,” the Lowe’s class actions say. 

Plaintiff Prescila Lovell wants to represent a California class of consumers who purchased from Lowe’s one or more products advertised with a discount, while plaintiffs Lance Wright and wife Shauni Wright want to represent an Oregon class of consumers who purchased from Lowe’s one or more products advertised with a discount. 

Lowe’s false discount advertising violates state law, class actions claim

The complaints argue Lowe’s advertised perpetual discounts on products such as Bali- and Levolor-brand blinds and shades and major appliances such as refrigerators, ranges, dishwashers, microwaves, wall ovens, cooktops, freezers, washers and dryers.

Consumers, meanwhile, ultimately end up paying more for these products because of the alleged false discount advertising, the Lowe’s class actions allege.

“Lowe’s’ false discount advertising harms consumers like Plaintiff by causing them to pay more than they otherwise would have paid and to buy products that they otherwise would not have bought,” the Lowe’s class action lawsuits say.

Lovell argues Lowe’s violated California’s Consumers Legal Remedies Act, False Advertising Law and Unfair Competition Law, while the Wright’s claim Lowe’s violated the Oregon Unlawful Trade Practices Act. 

The plaintiffs in each case demand a jury trial and request declaratory and injunctive relief for themselves and all class members. The Wrights additionally request an award of punitive and actual or statutory damages for themselves and all class members.  

A consumer filed a similar class action lawsuit against Lowe’s late last year over claims the company misled consumers by advertising certain products at a perpetual discount. 

Have you ever purchased a product from Lowe’s that was advertised with a discount? Let us know in the comments.

The plaintiffs are represented by Michael David Bland and David Sherman Jr. of Weaver Bennett & Bland, P.A.; Andrew Howell and R. Jason White of Sigmon, Clark, Mackie, Hanvey & Ferrell, P.A.; and Daniel Hattis and Paul Karl Lukacs of Hattis & Lukacs.The Lowe’s class action lawsuits are Lovell, et al. v. Lowe’s Home Centers, LLC, Case No. 5:24-cv-00238, and Wright, et al. v. Lowe’s Home Centers, LLC, Case No. 5:24-cv-00237, both in the U.S. District Court for the Western District of North Carolina.

Read About More Class Action Lawsuits & Class Action Settlements:

• PIM Brands class action alleges Fruit ‘n Yogurt Snacks not made with yogurt
• Garden of Life class actions allege data breach exposed payment card info
• Underdog Fantasy class action alleges company operates illegal sports betting
• Sleep Number class action alleges deceptive sales pricing