Big Lots – the big-box discount store offering everything from snacks to higher-ticket items like furniture and mattresses – recently announced a major rightsizing initiative. Against the backdrop of declining sales, the company disclosed its intention to shutter up to 315 stores in coming months.
We dove into the data to explore some of the factors that may be impacting Big Lots’ store closure decisions – and to see which chains stand to benefit the most from Big Lots’ big move.
Shoppers Heed the (Closeout) Call
Store closures mean major markdowns – and the some 280 Big Lots locations already slated to close are drawing crowds with big sales. Analyzing monthly visit fluctuations at Big Lots shows that the shuttering locations experienced an impressive 19.2% month-over-month (MoM) visit spike in July 2024, even as the chain as a whole saw just a 1.9% uptick. Customers, it seems, are flocking to the stores on the chopping block to snag high-ticket items at even steeper discounts.
Leaning Into Core Audiences
Rightsizing is all about fleet optimization – trimming underperforming locations and retaining those stores best equipped to meet the needs of a chain’s evolving customer base. And identifying common denominators among stores slated for closure can shed light on the considerations informing a retailer’s rightsizing strategy.
Analyzing the median household incomes (HHIs) of Big Lots’ closing locations' captured markets shows that the retailer is shuttering stores that serve more affluent consumers than the chain as a whole. Nationwide, for example, Big Lots drew visitors from areas with a median HHI of $65.5K in H1 2024. But the Big Lots slated for closure drew shoppers from areas with a median HHI of $73.5K. This pattern repeated itself across major markets where Big Lots is reducing its footprint – including Ohio, Florida, Washington, California, and Arizona.
Big Lots has noted a revitalization strategy focused on value and even more extreme bargain offerings. And the decision to shutter stores in more affluent areas may reflect a move by the retailer to lean into its core audience of price-conscious shoppers – though higher HHI customers can still benefit from the chain’s value offerings.
Who Stands to Benefit?
As Big Lots reduces its fleet, shoppers will naturally seek out alternatives. But which chains are best poised to reap the benefits? Cross-shopping data shows, unsurprisingly, that the vast majority of Big Lots visitors also frequent superstores – especially Walmart. In Q2 2024, a whopping 92.3% of Big Lots visitors nationwide stopped by a Walmart – compared to 52.7% for Target and just 20.8% for Costco.
But shopping behaviors vary significantly between regions. And zooming in on California, where Big Lots plans to close a majority of its 109 locations, paints a different picture. Golden State Big Lots shoppers, to be sure, also visit Walmart in high numbers (74.6% in Q2 2024). But they are much more likely than nationwide visitors to the chain to frequent Target and Costco. Given Big Lots’ significant fleet reduction in California, these two chains appear well-positioned to acquire some of this new regional business.
Timing is Everything
And drilling down even deeper into the habits of California shoppers at Big Lots, Walmart, Target, and Costco shows that of the three retail giants, Costco may be especially well-positioned to benefit from Big Lots’ Golden State closures.
Like Big Lots, Costco draws a high share of visits during the mornings and afternoons – with just over 50.0% of 10:00 AM - 8:00 PM visits taking place between 10:00 AM and 3:00 PM. As Big Lots’ California footprint contracts, some of these mid-day shoppers may hop over to Costco, which is also bustling during these hours.
Rightsizing Opportunities
Rightsizing creates opportunities – both for chains taking proactive steps to optimize their fleets, and for competitors seeking to pick up extra business. How will Big Lots’ big rightsizing move continue to play out in the months ahead?
Follow Placer.ai’s data-driven retail analyses to find out.
This blog includes data from Placer.ai Data Version 2.1, which introduces a new dynamic model that stabilizes daily fluctuations in the panel, improving accuracy and alignment with external ground truth sources.
