The news: TJX is going on the offensive this year as it looks to capitalize on its momentum and take advantage of ongoing weakness among competitors.

• Net sales rose 8.5% YoY in Q4 2025 to $17.74 billion, beating FactSet’s $17.36 billion estimate.
• Same-store sales for its Marmaxx unit—which includes TJ Maxx and Marshalls—grew 5% YoY, driven by increases in both transactions and basket sizes.

The strategy: TJX sees ample room to grow its market share in the US and abroad as shoppers grow increasingly disappointed with rivals’ store experiences and macro conditions favor value-oriented retailers.

It plans to achieve that by:

Ramping up marketing spend. TJX is “using marketing as an offensive weapon, more than we ever have before,” CEO Ernie Herrman said on the company’s Q4 earnings call. The push includes prominent Olympics placements featuring figure skater Tara Lipinski, a recent promotional campaign for HomeGoods, and additional marketing for TJ Maxx and Sierra planned later this year.

Cultivating deeper brand ties. TJX is leveraging department stores’ declining influence to build stronger relationships with name brands and ensure a steady flow of desirable inventory.

Investing in the store experience. The retailer is testing new formats, remodeling locations, and increasing payroll to make its stores more enjoyable. TJX expects those investments to woo customers who have been turned off by lackluster experiences elsewhere.

Opening stores. TJX plans to open 146 stores this year, nearly three-quarters in the US, to serve strong demand across income levels, demographics, and geographies.

Implications for retailers: TJX’s continued success shows that shoppers are highly responsive to retailers that not only offer the best deals, but can also get them excited about going to the store.

Go further: For more on TJX’s results and how they stack up against other retailers, check out our Live: Q4 2025 Retail & Ecommerce Earnings Tracker.