Target Shelf Pricing Class Action

Target Shelf Pricing Class Action

ARE YOU A TARGET CUSTOMER WHO HAS PAID MORE FOR AN ITEM AT CHECKOUT THAN THE AMOUNT LISTED ON THE PRICE DISPLAY OR SHELF SIGN AT A TARGET STORE IN NEW JERSEY

Bernstein Liebhard LLP is representing consumers in a class action lawsuit against Target Corporation (“Target” or the “Company”) alleging unfair and deceptive business practices by the Company by placing false and misleading price advertisements on shelf signs and price displays (“Shelf Pricing”) throughout its New Jersey stores.  The case is pending in the United States District Court for the District of New Jersey and alleges violations of the New Jersey state consumer protection statute.

The complaint alleges that Target uses shelf pricing throughout its New Jersey stores to advertise prices for merchandise and that consumers reasonably rely on the advertised shelf pricing to make informed purchasing decisions, and reasonably expect to pay the advertised price when they reach the checkout.  However, Target’s shelf pricing frequently misrepresents the prices consumers are charged at the point of sale. As a result, consumers fall victim to a classic “bait and switch,” and unknowingly overpay Target a higher price for the falsely-advertised merchandise at checkout (the “Overcharged Goods”).

The false and misleading shelf pricing affects various merchandise throughout Target’s New Jersey stores, with Overcharged Goods costing consumers higher prices in a range of 5-20%, and some much higher.

Target is well aware that it is deceiving its consumers. In fact, Target has been fined for this practice in multiple states. But preventing Target from continuing its unfair and deceptive practices thus far has been a game of whack-a-mole for local agencies because even when Target is fined, the fines are a drop in the bucket for the $100 billion-dollar retailer and dwarf the hundreds of millions of dollars Target profits each year from selling Overcharged Goods. So, Target pays the fines but continues its misleading, unfair and deceptive pricing practices.

If you purchased merchandise from a Target store in New Jersey and paid higher prices for the merchandise than the advertised shelf-prices, and/or would like to discuss your legal rights and options please contact the firm at targetshelfpricing@bernlieb.com.

Since 1993, Bernstein Liebhard LLP has recovered over $4 billion for its clients. As a result of its success litigating hundreds of lawsuits and class actions, the Firm has been named to The National Law Journal’s “Plaintiffs’ Hot List” thirteen times and listed in The Legal 500 for ten consecutive years.

ATTORNEY ADVERTISING. © 2025 Bernstein Liebhard LLP. The law firm responsible for this advertisement is Bernstein Liebhard LLP, 10 East 40th Street, New York, New York 10016, (212) 779-1414. Prior results do not guarantee or predict a similar outcome with respect to any future matter.

Contact Information: 

Bernstein Liebhard LLP
https://www.bernlieb.com
(212) 779-1414
targetshelfpricing@bernlieb.com