Walmart facing a Class Action for ‘Rollback’ Pricing

If you don’t know, Wal-Mart Stores, Inc. known as Walmart, is a retailing corporation operating as a chain of hypermarkets, discount department stores, and grocery stores. It is the world’s largest company by revenue. The company offers both physical and online markets to shop in.

Recently Walmart is facing class action lawsuit as a defendant. The core of the case is that the “retail giant” uses false prices. It makes an illusion that the customer saves on the so-called “discounted” goods. In fact, they don’t pay less, but the original amount.

The plaintiff

Brenna Ceja, the plaintiff of the class, brings a claim that Walmart uses fictional sale pricing. In that way, the company aims to increase its profits. Ceja grounds the claim with the photos of Walmart “rollback” price which she took in the stores. To be more specific, the photos show that the “rollback” pricing is the same when you compare it to the original one. Yet, some Walmart “rollback” prices advertise the previous prices or the price which obviously prevails the “sale” price. She believes that the Walmart’s decisive actions make the customers think they are buying a bargain which actually doesn’t exist.

Walmart class action lawsuit statements

In accordance to the Walmart class action lawsuit “the prices are prominently displayed directly above the purportedly ‘rolled back’ items, with express references to former ‘was’ prices that never existed and/or did not constitute the prevailing market retail prices.”

Moreover, the class action lawsuit also explains “Such pricing comparisons were false and deceptive because the marketed, advertised, warranted, and represented former or ‘was’ price were fabricated and did not represent Wal-Mart’s true former, usual or original retail prices for the purportedly discounted items.”

Price fixing law

According to the United States Department of Justice, price fixing is “an agreement among competitors to raise, fix, or otherwise maintain the price at which their goods or services are sold. It is not necessary that the competitors agree to charge exactly the same price, or that every competitor in a given industry joins the conspiracy. Price fixing can take many forms, and any agreement that restricts price competition violates the law.”

The demand

Ms. Ceja aims to represent a class which will consist of all people who faced this problem from 20 April 2013. She claims the court to make Walmart stop the “rollback” pricing and reconsider their advertising campaign. Furthermore, she also demands the following “an award of damages, restitution and disgorgement, and reimbursement of attorneys’ fees and costs of this litigation.”

In addition

The attorneys Kiley L. Grombacher and Marcus J. Bradley of Bradley/Grombacher LLP represent the plaintiff Brenna Ceja.
The Walmart “Rollback” Fake Sale Class Action Lawsuit is Brenna Ceja v. Wal-Mart Stores Inc., Case No. 2:17-at-00427, in the U.S. District Court for the Eastern District of California.


Have you ever shopped at Walmart? Have you ever faced the foregoing “rollback” pricing? You can join Walmart class action lawsuit and be one of the plaintiffs to defend your violated consumer rights.

No Comments Yet

Leave a Reply

More consumer tips and news are ahead.
Stay in touch.