‘This is 140% markup’: Woman sees Christmas tree collar on sale for $59.99 at Michael’s. Then she peels off the price tag
Michaels is facing backlash after listing a Christmas tree collar “on sale” for 59.99. Jenna (@j_marie_jo) peeled back the discounted sticker and uncovered the original price, which was 24.99.
“This is [a] 140% markup… That’s not tariffs, that’s not regular [old] inflation, this is corporate greed. They are putting themselves out of business,” one commenter added.
Michaels—Apollo Global ownership to blame?
Many commenters were quick to note that Michaels has had new leadership in recent years. Apollo Global purchased the arts and crafts retailer in 2021.
Customers say they have noticed increased prices in stores along with less staff and alleged “dynamic” pricing.
Since then, many shoppers have pointed to what they describe as a sudden deterioration in the quality of goods offered. “Apollo [global] is an equity firm. They’ve bought out multiple companies, which they liquidated then bankrupted. It’s JoAnns all over again,” said one commenter.
Other regular shoppers accused the store of adopting dynamic pricing, a strategy that ignores fixed costs and instead raises or lowers prices based on data analysis, supply and demand, and changing consumer tastes. For many customers, dynamic pricing has meant items they normally purchase can suddenly cost more or less depending on the day. For Michaels shoppers, that makes it hard to trust that an in-store price is “the best deal.”
2025’s Christmas tree drama
Christmas trees, along with all of their accessories, have been a contentious product in 2025. TikTok users across the country have noticed incorrect prices listed on Christmas trees at Target and now at Michaels.
Target recently faced criticism over Christmas tree inflation, since its tree prices did not match the values printed on the boxes. Many consumers noticed this heading into Black Friday and referred to the price gouging as “the Target Black Friday scam.”
It is likely that the company printed packaging for trees in 2024, only for prices to rise due to apparent increases in the cost of goods and products across the country. Target then placed its Christmas trees “on sale,” almost matching the original 2024 pricing. That is at least what some users theorize.
@j_marie_jo Wicked Sale @Michaels Stores #blackfriday #scam #fyp #shopping #christmas ♬ Tomfoolery – David Snell
Black Friday—a useless day for shoppers now?
Similarly, many people are upset because 2025’s Black Friday deals aren’t what they used to be. Many consumers felt “tricked” by deals at major retailers.
Shoppers at Target noticed TVs “on sale” for $649.99, only for that to be the product’s regular price. Shoppers at Uniqlo noticed increased prices, with items that normally retail for $49.99 jumping to $59.99 on Black Friday.
Other TikTok users, like AJ (@isitgay), even noticed items that normally sell for $6.49 suddenly costing $12.99 when they’re “half price” at Michaels.
“It’s no longer Black Friday, it’s Half of Double the Price Friday,” said one commenter on Jenna’s video.
Indeed, it doesn’t seem like prices reflect what consumers expect from their usual retail stores.
The Mary Sue has reached out to Jenna and The Michaels Companies for comment.
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