The news: TJX reported Q2 revenues and profit above expectations, reinforcing the strength of the off-price sector as consumers across all income levels seek out deals wherever possible.

• Comparable store sales rose 6% year-over-year (YoY), driven entirely by an increase in customer traffic.
• The retailer saw gains across its Marmaxx division (which includes TJ Maxx and Marshalls) as well as its home goods business, which had previously struggled with softening demand.

Zoom in: Other retailers’ struggles are proving to be TJX’s gain, enabling the company to benefit from the wide array of inventory available in the marketplace as well as shoppers’ price-consciousness.

• The retailer’s “treasure hunt” shopping experience is winning it more Gen Z and millennial consumers, as well as encouraging more frequent visits and impulse purchases from shoppers excited by the opportunity to find significant savings on name-brand goods.
• TJX’s HomeGoods banner also has a prime opportunity to grab share after Bed Bath & Beyond’s bankruptcy created an opening in the market, which should help it continue to grow even as overall demand for furniture and home goods remains soft.

The bigger picture: Off-price retail is thriving as consumers look for ways to indulge without breaking the bank.

• Traffic to off-price retailers like TJ Maxx, Ross Dress for Less, and Burlington consistently outpaced visits to other apparel retailers from April to July, per Placer.ai.
• Those gains are likely to hold steady as shoppers search for deals during the back-to-school and holiday seasons.