United States Court of Appeals For the Seventh Circuit ____________________ No. 23-1751 YORAM KAHN, individually and on behalf of all others similarly situated, Plaintiff-Appellant,

v. WALMART INC., Defendant-Appellee. ____________________

Appeal from the United States District Court for the Northern District of Illinois, Eastern Division. No. 1:22-cv-04177 — Sara L. Ellis, Judge. ____________________

ARGUED JANUARY 10, 2024 — DECIDED JULY 3, 2024 ____________________

Before SYKES, Chief Judge, and HAMILTON and LEE, Circuit Judges. HAMILTON, Circuit Judge. This appeal turns on what con- stitutes reasonable consumer behavior for purposes of state consumer protection law. Plaintiff Yoram Kahn alleges that the nation’s largest retailer—defendant Walmart Inc.—takes advantage of consumers in Illinois and nationwide with de- ceptive and unfair pricing practices. At the heart of the case, 2