Allegations Only · No Settlement Yet
This article describes a class action complaint. The statements below are unproven allegations. Best Buy has not been found liable, there is no certified class, and there is nothing to claim at this time. This page is informational and is not legal advice.
What Is This About?
Best Buy Co., Inc. is facing a proposed class action accusing the electronics retailer of running a "false price-discounting" scheme across its brick-and-mortar stores and its website, bestbuy.com. The complaint, captioned Tanner v. Best Buy Co., Inc., No. 3:26-cv-05079, was filed May 29, 2026 in the U.S. District Court for the Northern District of California by two California shoppers on behalf of a proposed class of California purchasers.According to the complaint, Best Buy advertises products at a "sale" price next to a higher "Comp. Value" reference price, suggesting a limited-time discount — but allegedly rarely, if ever, actually sells the items at that reference price. If true, the plaintiffs say, the advertised "discount" is illusory because the reference price overstates what the product normally sells for. The allegations are unproven, and Best Buy has not responded to them in court.
What Does the Complaint Allege?
The plaintiffs allege Best Buy historically presented reference prices using "Was" pricing, then — after allegedly being placed on notice through prior litigation — relabeled those reference prices as "Comp. Value" (Comparable Value) across its sales channels, adding a disclaimer that the figure may reflect a price at which the product, or a comparable product, was or may in the future be offered by Best Buy or third-party retailers. The complaint calls that relabeling "semantic," arguing it still conveys the same message: that shoppers are receiving a genuine discount from a higher reference price.The complaint alleges Best Buy reinforces this impression by pairing "Comp. Value" prices with "Save $X" statements, strikethrough pricing, and time-limited language such as "Deal of the Day" and countdown timers, creating a false sense of urgency and savings. Based on a tracking analysis their counsel says covered randomly selected items on bestbuy.com from September 2024 to November 2025, the plaintiffs allege that the bulk of the tracked products were "on sale" for more than 13 consecutive weeks — some for more than 20, 30, and even 35 consecutive weeks — which, they argue, means the "Comp. Value" prices were not bona fide former prices and the "discounts" were not the temporary sales advertised.
The two named plaintiffs each describe a purchase tied to an inflated reference price. One says she bought a Samsung 50" Class "The Frame" QLED 4K television through bestbuy.com for about $592.99, advertised as "Save $707.00" off a "Comp. Value" of $1,299.99; using Internet Archive snapshots, the complaint alleges the same item (SKU 6576603) was repeatedly offered around $999.99 — and never sold at the $1,299.99 figure. The other plaintiff says he bought Beats Studio Pro headphones for about $169.99 against a "Comp. Value" of roughly $349.99 (SKU 6501017), which archived snapshots allegedly show was likewise never the actual selling price.
What Laws Does the Lawsuit Cite?
The complaint brings claims under California's False Advertising Law (Cal. Bus. & Prof. Code § 17500, including § 17501's "former price" rule), the Unfair Competition Law (§ 17200), and the Consumers Legal Remedies Act (Cal. Civ. Code § 1750). It also invokes the FTC Act and the FTC's "Guides Against Deceptive Pricing" (16 C.F.R. § 233.1), which treat an inflated, fictitious "former price" used to stage a large markdown as a deceptive practice. California's § 17501 generally requires that an advertised former price reflect the prevailing market price during the three months before the ad.Who Could Be Affected?
The complaint proposes a class of all persons who, within California and within the applicable limitations period, bought one or more products from Best Buy's stores or website at a discount from an advertised reference price and have not received a refund or credit. Best Buy, its affiliates, and the presiding judge are excluded. No class has been certified, so this definition could change — or the case could be narrowed or dismissed — as the litigation proceeds.What Is the Lawsuit Seeking?
The plaintiffs seek class certification, restitution and disgorgement of profits allegedly obtained through the pricing practices, actual and (where available) statutory and punitive damages, an injunction to stop the advertising practices and require corrective advertising, plus attorneys' fees and costs. A jury trial is demanded. Whether any relief is awarded depends on how the court rules.Do I Need to File a Claim?
No. Because this is a lawsuit and not a settlement, there is nothing to claim and no deadline. No fund exists, and no money has been awarded. If the case ever results in a settlement or a certified class with a claims process, the eligibility rules and deadlines would be announced at that time — and you can check this page or our open settlements list for updates.Frequently Asked Questions
What does the Best Buy deceptive pricing lawsuit allege?
The complaint alleges Best Buy advertises an inflated "Comp. Value" reference price next to a lower "sale" price even though it rarely, if ever, sells the item at the reference price, so the advertised discount is illusory. These are unproven allegations.
What is "Comp. Value" pricing?
"Comp. Value" (Comparable Value) is the reference price Best Buy allegedly shows next to its sale price, paired with "Save $X" callouts and strikethrough pricing. The complaint alleges Best Buy adopted this label in place of "Was" pricing but kept conveying the same misleading message that shoppers are getting a genuine discount.
Is there a settlement or money to claim?
No. This is a newly filed lawsuit, not a settlement. No class has been certified and there is nothing to claim. If a settlement or certified class later creates a claims process, deadlines and eligibility would be announced then.
Who can be part of the proposed class?
The proposed class is defined as California purchasers who, within the limitations period, bought one or more products from Best Buy's stores or website at a discount from an advertised reference price and did not receive a refund or credit. A court has not certified any class.
What court is the case in?
The complaint was filed in the U.S. District Court for the Northern District of California, captioned Tanner v. Best Buy Co., Inc., Case No. 3:26-cv-05079, on May 29, 2026.
Sources
• U.S. District Court for the Northern District of California — Tanner v. Best Buy Co., Inc., Case No. 3:26-cv-05079, Class Action Complaint filed May 29, 2026.• Federal Trade Commission — 16 C.F.R. Part 233, Guides Against Deceptive Pricing.
• California Business & Professions Code §§ 17200, 17500 & 17501; California Civil Code § 1750 et seq.
Class Action Complaint (PDF)
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