Ollie's Bargain Outlet Sees 21% Traffic Surge

Discount retailers dominated the final shopping rush before the holidays. Ollie's Bargain Outlet notched the largest foot-traffic increase on Super Saturday, rising nearly 21% over the previous year.

Location data firm Placer.ai analyzed the shopping patterns of consumers on the last Saturday before Christmas. The data highlights a trend where shoppers gravitated toward retailers offering perceived value and low prices.

Other retailers that saw significant foot traffic during the period included:

• Bath & Body Works: 11% increase
• Ross: 9% increase
• Dollar General: 8% increase

These findings suggest that off-price retailers and dollar stores were the primary beneficiaries of last-minute holiday spending.

Ollie's Bargain Outlet is capitalizing on its momentum with an aggressive growth plan. CEO Eric van der Valk confirmed that the company opened 86 new stores in 2025, all of which were operational for the holiday shopping season.

The retailer is targeting a store count of 1,300, which would more than double its current footprint of 645 locations. The company intends to grow its store count by at least 10% annually to reach this goal.

Part of this expansion strategy involves taking over locations previously occupied by Big Lots, a competitor that recently filed for bankruptcy and shed many of its stores. The company also reported that net sales for the third quarter, ending November 1, rose almost 19%.

The retailer markets itself with the slogan "semi-lovely" stores, utilizing a treasure-hunt strategy to attract customers. This approach involves stocking a rotating selection of goods ranging from toothpaste and cereal to toaster ovens.

Operational efficiency is a key component of the model. Observations of store operations reveal that merchandise is often displayed in shipping boxes on the sales floor rather than being fully unpacked onto shelves. This cost-saving measure is similar to strategies used by retailers like Aldi.

CEO Eric van der Valk attributes the company's success to broader market trends: "Customers are looking for value, manufacturers need ways to manage their supply chain, and the retail sector is consolidating. Ollie's benefits from these powerful secular trends."

Customer retention is driven by the chain's free loyalty program, "Ollie's Army." Members receive discounts and exclusive access to "Ollie's Army Night" shopping events.

During the recent holiday season, the retailer hosted an event offering a discount of at least 15% on all merchandise. According to Elizabeth LaFontaine, Director of Research at Placer.ai, "Value-based offerings like off-price retailers continue to be a favorite for shoppers looking for last-minute items."

The combination of aggressive pricing, a unique store experience, and targeted loyalty incentives has positioned Ollie's as a formidable player in the discount retail sector.