Michaels accused of misleading consumers with false discounts, sale deadlines

Michaels class action lawsuit overview:

• Who: Plaintiff Cameron Crow filed a class action lawsuit against The Michaels Companies Inc., doing business as Michaels.
• Why: Crow claims Michaels sends marketing emails with subject lines that falsely advertise fake discounts and fake sale deadlines.
• Where: The Michaels class action lawsuit was filed in Washington state court.

A new class action lawsuit accuses specialty arts and crafts retailer Michaels of sending marketing emails containing false and misleading subject lines about discounts and sale deadlines.

Plaintiff Cameron Crow filed the lawsuit in Washington state court, arguing Michaels’ promotional emails violate the Washington Commercial Electronic Mail Act (CEMA) and the Washington Consumer Protection Act. 

Crow claims Michaels’ subject lines advertise discounts and warn that sales are about to expire, even though he alleges the same or comparable discounts remain regularly available.

The Michaels class action lawsuit alleged the plaintiff received emails with headlines reading, “LAST DAY for up to 50% off! This sale ENDS TODAY,” but the sales are frequently extended or replaced by a similar sale shortly after they supposedly expire.

Crow signed up to receive Michaels’ marketing emails at a Yakima County, Washington, store in 2022, according to the lawsuit. He claims he cannot be sure which of Michaels’ sale announcements are truthful.

Crow wants to represent a class of Washington residents who received Michaels’ promotional emails with subject lines advertising discounts or claiming a sale would end on a specific date when the same or a comparable sale was later extended or reinstated.

Michaels’ sales emails show record of fake deadlines, lawsuit claims

Crow points to email pairs he says show Michaels’ advertised sale deadlines were false. On Sept. 27, 2025, Michaels allegedly emailed customers that a 60% off tree sale would end that day, then sent another email four days later, on Oct. 1, 2025, announcing the same sale had been “extended.”

According to the class action lawsuit, an investigation by Crow’s attorneys found Michaels sent an email advertising a limited-time sale on nearly every day between Dec. 8, 2025, and June 8, 2026. Crow claims this pattern shows Michaels never intended its sales to be temporary, instead using false urgency to pressure consumers into buying faster than they otherwise would.

Crow demands a jury trial and seeks damages, including statutory damages of $500 per violating email, treble damages, an injunction barring the alleged practice, and attorneys’ fees and costs for himself and the class.

Earlier this year, a federal judge ruled that a Hanesbrands class action lawsuit could proceed, rejecting arguments that Washington’s CEMA is unconstitutional because it creates a nationwide standard for commercial emails and burdens interstate commerce.

Have you ever received a Michaels email advertising a sale that was later extended? Let us know in the comments.

Crow is represented by Samuel J. Strauss and Raina C. Borrelli of Strauss Borrelli PLLC; M. Anderson Berry, Brook E. Garberding, Gregory Haroutunian and Brandon P. Jack of Emery Reddy P.C.; and Alexander E. Wolf of Milberg PLLC.

The Michaels class action lawsuit is Crow v. The Michaels Companies Inc., Case No. 26-2-01916-39, in the Superior Court of the State of Washington for Yakima County.

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