Hunter K.
Google
WARNING: Deceptive Pricing Practices (False Reference Price) on Black Friday Sale
Product/Item: Stoeger STR-9MC (Micro-Compact 9mm Pistol)
Advertised Black Friday Price: $[Retailer's Sale Price, e.g., 389.00]
Advertised Former/Original Price: $529.99
I am writing this review to warn other consumers about a serious and potentially illegal deceptive pricing practice used by this retailer during their recent sale, specifically regarding the listed "Original Price" for the Stoeger STR-9MC pistol.
The Deception (False Reference Pricing)
The advertised sale created a false sense of savings by prominently displaying an "Original Price" of $529.99. This price is grossly inflated and misleading, as the actual, current market price for this firearm is significantly lower, typically ranging from $350 to $420. The advertised "sale" price was barely a true discount from the legitimate market rate.
Admission of Illegal Conduct
When challenged on the validity of the $529.99 original price, the store manager (or staff member) admitted that this price was not the item’s regular, bona fide selling price, but was instead a price point used approximately four years ago.
Violation of Consumer Protection Laws
This practice directly violates fundamental consumer protection standards regarding price comparison advertising, both at the state and federal level:
Federal Trade Commission (FTC) Guidelines: The FTC's Guides Against Deceptive Pricing explicitly state that when advertising a reduction from a "former price," that former price must be the actual, bona fide price at which the item was offered to the public on a regular basis for a reasonably substantial period of time, and in the recent past. Using a four-year-old price to establish a current "bargain" is considered fictitious and intentionally misleading, as it creates an untrue impression of the savings achieved.
Texas Deceptive Trade Practices Act (DTPA): In Texas, this action falls under the DTPA's prohibition of false, misleading, or deceptive acts. Specifically, the practice of "making false or misleading statements of fact concerning the reasons for, existence of, or amount of a price or price reduction" is unlawful. By using a fictional, historical price point, the retailer misrepresented the "amount of price reduction" to induce consumers to purchase, which is a clear DTPA violation.
Conclusion
This is not a simple mistake; it is a calculated effort to use a fictitious former price to exploit customers seeking genuine deals. This is predatory advertising that misleads the public and harms honest competitors. I have filed a formal consumer complaint with the Texas Attorney General's office regarding this violation. Consumers should be aware of this retailer's unethical and potentially illegal pricing tactics.