Dive Brief:
- T.J. Maxx launched a Maxxinista Express experience, a multicity, holiday tour on a double-decker bus, for brand superfans, the company said in a press release. The tour stopped in Los Angeles on Dec. 4, Dallas on Dec. 11 and will be in Miami on Thursday.
- The retailer tapped “Pretty Little Liars” actor Janel Parrish, former NFL cheerleader Kelcey Wetterberg and content creator Vale Genta to host its stops in Los Angeles, Dallas and Miami, respectively.
- The tour stops in three T.J. Maxx stores in each city for a full day of shopping. The event features bingo, trivia and other contests; the bus is also decked out with holiday vignettes, a fireplace and cubbies where guests can set aside their shopping hauls.
Dive Insight:
The inspiration for T.J. Maxx’s bus tour stemmed in part from the habits of its “Maxxinista” superfans and their shopping rituals, including traveling from one location to the next hunting for discounted treasures.
Participants were selected via a contest, but the off-price retailer is asking shoppers to follow along with the tour through its social media channels. Maxxinista content garners millions of views across TikTok and Instagram annually, per the company.
Image courtesy of T.J. Maxx
“The Maxxinista Express is an ode to our superfans who proudly share their T.J. Maxx adventures, going from store to store in search of the latest viral accessory or coveted designer find,” Christina Lynch, vice president and marketing director at T.J. Maxx, said in a press release. “We hope this experience emulates that same spirit and inspires even more joy amongst Maxxinistas this holiday season.”
As T.J. Maxx brings its holiday cheer from city to city, its parent company is kicking off the season on a high note. In its third quarter, TJX’s net sales rose 7% from the year prior to over $15 billion, while net income jumped 11% to $1.4 billion. In a call with analysts, TJX CFO John Klinger noted that the company’s tariff mitigation strategies allowed the company “to offset all the tariff pressure we saw in the third quarter.”
TJX’s sales growth follows its store expansion efforts. Last year, the company announced a goal to expand its global feet by 1,300 or more locations.
TJX’s brick-and-mortar investments are poised to pay off as discount retailers nab more market share. Nordstrom, Macy’s, Belk and Ross, among others, have all been expanding their off-price store footprints. Retailers including TJX, Ross and Burlington have largely been able to protect their margins while neutralizing the impact of tariffs.