As inflation and higher living costs put pressure on consumer spending, discount retailers Burlington Stores and Ross Stores are refining their strategies to maintain customer interest. By focusing on competitive pricing, quality merchandise, and expanding store locations, these companies aim to appeal to a broad spectrum of shoppers. Both brands recognize the shifting spending patterns, driving them to focus on value-driven offerings to attract both price-sensitive customers and those looking for affordable branded products.
In previous years, both Burlington and Ross have adapted to changing economic conditions by adjusting their product assortments and pricing strategies. Burlington, which has traditionally catered to cost-conscious shoppers, has recently placed greater emphasis on national brands to enhance its appeal. Ross, known for its off-price business model, has continued leveraging its access to branded merchandise at discounted prices. While both retailers have historically used similar tactics, their present strategies show a stronger focus on quality and customer segmentation.
Burlington Expands Assortments to Capture Customer Interest
Burlington Stores has concentrated on improving product quality by incorporating more national brands and premium items into its lineup. In its fourth-quarter earnings report for 2024, the company noted a 6% increase in comparable store sales, reflecting positive consumer reactions to its approach. CEO Michael O’Sullivan highlighted that the company’s strategy focused on meeting the needs of both budget-conscious and trend-aware shoppers.
“We went after opportunities to elevate the assortment at all price points, paying close attention to the Need a Deal as well as the Want a Deal shopper,” O’Sullivan stated.
Additionally, Burlington’s expansion strategy remains aggressive, with 101 new store openings in 2024 and plans to add 100 more in both 2025 and 2026. The company anticipates mid-single-digit comparable sales growth through 2028, supported by its ability to attract customers across different income levels.
How Is Ross Stores Responding to Market Conditions?
Ross Stores has relied on discounted branded merchandise to drive sales, reporting a 3.4% increase in total revenue for 2024. However, its comparable store sales growth of 3% for the fourth quarter was lower than the 7% reported in the same period the previous year. CEO James Conroy acknowledged the company faced weaker performance entering the first quarter of 2025, attributing it to broader economic challenges.
“While there are always opportunities for us to improve our execution, we believe the softness we are currently seeing is primarily due to macro pressures, impacting consumer confidence, resulting in a pullback in discretionary spending,” Conroy said.
Ross expects comparable store sales in 2025 to range between -1% and +2%, reflecting the uncertainties surrounding consumer spending. However, company executives believe the availability of closeout merchandise could present opportunities to offer further discounts on branded goods.
Economic uncertainty and inflation continue to shape retail strategies, prompting companies like Burlington and Ross to modify their approach to pricing and inventory. A recent PYMNTS Intelligence report found that rising costs have pushed consumers to adopt short-term financial adjustments, such as reducing expenses and delaying purchases. This shifting behavior has driven retailers to enhance their value propositions to remain competitive.
As these discount retailers navigate market fluctuations, their ability to adapt to consumer demand will be critical. Burlington’s focus on product refinement and store expansion positions it for steady growth, while Ross’s reliance on branded discounts presents both opportunities and risks. The overall success of both chains will depend on their agility in responding to economic challenges and consumer expectations in the coming years.
