Promises of Savings, Echoes of Disclosure: Menards, Consumers, and the Art of Advertising

A winter chill settles across Midwest rooftops and bustling aisles alike, where shoppers pushing carts have long been greeted by the bold promise of “11% OFF EVERYTHING.” For generations, that refrain was a familiar cadence in the home improvement world — a tune of potential savings and seasonal projects. But this year, that melody has taken on a different note, one that speaks less of instant bargains and more of the fine lines between expectation and experience.

On Wednesday, Menards — the Eau Claire-based home improvement retailer — agreed to a $4.25 million multistate settlement to resolve claims from attorneys general that its iconic 11% rebate program was advertised in a way that misled customers. The settlement concludes a broad investigation led by Minnesota, Wisconsin, Illinois, and Iowa, with attorneys general from several other states joining the effort.

At the heart of the dispute was how Menards presented its rebate: prominent signage and ads often showcased an “11% OFF” message that, critics said, suggested shoppers were getting an immediate discount at the register. Under the settlement terms, officials said the retailer’s actual practice — requiring customers to mail in rebate forms and wait for store credit redeemable only on future purchases — was not always made sufficiently clear.

“An ad that says ‘11% OFF EVERYTHING’ clearly implies that you can buy goods at an 11% discount, not that you can participate in a limited rebate program or get in-store credit for future purchases,” Minnesota Attorney General Keith Ellison remarked, underscoring the difference between perception and reality in consumer advertising.

Beyond the rebate issue, some states also investigated claims related to price gouging during the COVID-19 pandemic, including allegations that Menards raised prices on everyday essentials such as rubbing alcohol and dish soap during periods of heightened demand. The settlement requires changes to advertising practices and consumer disclosures, as well as extended timeframes — at least one year from the date of purchase — for customers to submit rebate forms.

Wisconsin’s share of the settlement amounts to more than $750,000, reflecting the state’s role in co-leading the multistate action. Wisconsin Attorney General Josh Kaul said the agreement ensures retail advertising is straightforward, helping prevent confusion about costs and savings at a time when many households are mindful of their budgets.

As part of the settlement, Menards has not admitted wrongdoing, but it has agreed to revise how it communicates rebate terms to shoppers going forward. For consumers who have accumulated rebate offers over time, the changes may provide clearer expectations and easier access to the value they anticipated when making purchases.

In the quiet aftermath of bold signage and flashing promises, what remains is a reminder: the language of savings must be as transparent as the products lining the shelves, and the integrity of that language matters to both buyers and sellers alike.

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Sources Multistate settlement and details on deceptive advertising claims: Star Tribune, CBS Minnesota, PJStar, FOX11 Online, WEAU reporting.