Are Influencers Ruining TJ Maxx?

Michael Beausoleil
5 min readJan 16, 2024

If you’ve been to TJ Maxx lately, you might notice that it’s different than other stores. The shelves are often stocked with new things, you can score a bargain, and the stores are actually popular.

The brand’s popularity has managed to rise during a time when other brands are struggling, and now, you don’t even need to go to TJ Maxx to browse the aisles. Influencers are doing it for you.

Thanks to social media, you can follow other bargain hunters as they hope to score the latest “viral” item. For some, this is a relaxing way to browse the store without spending any money, but for others, this is ruining TJ Maxx and turning the store into a game.

What’s in store at TJ Maxx?

Many physical stores have been hurt by the pandemic, but that’s not the case for TJ Maxx.

TJX (the parent company that owns stores like TJ Maxx, Marshalls, and HomeGoods) has opted for a business model that revolves around in-person shopping, and that didn’t change during the pandemic. In 2020, e-commerce represented 2% of its total sales, and the brand has scaled back on online shopping since then. Instead, it doubled down on its “treasure hunt” model that can only exist in brick-and-mortar locations.

TJ Maxx and a TJ Maxx shopping bag

TJX recovered from the pandemic fairly quickly. By the end of 2021, sales were outperforming pre-pandemic levels, and growth hasn’t slowed. In the third quarter of fiscal year 2024 (July 30-Oct. 29, 2023) in-store sales were up by 6% compared to a year prior, and the brand expects to finish its 2024 fiscal year above expectations.

The brand is getting feet in the doors, and customers want to shop, but the experience is starting to feel a bit different.

Who’s in store at TJ Maxx?

While there’s no denying TJX’s success, it doesn’t change the fact that over half of Americans would rather shop online (59%, according to Forbes). But, the brand’s success is largely dependent on one thing — the treasure hunt aspect.

There’s a certain allure of going to a store where you could find a hidden gem. This creates a paradox for a generation of online shoppers who want to experience a company that has an in-store shopping experience. This is where…

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Michael Beausoleil

User Analytics | Digital & Brand Marketing | Productivity … hoping to explore topics that interest me and find others with similar passions