When examining the busiest retail destinations during the last Saturday before Christmas—a crucial day often referred to as Super Saturday—one might expect powerhouse chains like Walmart or Target to dominate. However, the data reveals a surprising leader. Discount off-price retailer Ollie's Bargain Outlet led all competitors in foot traffic gains, witnessing an increase of nearly 21% relative to the same day in the previous year. This notable surge was reported by Placer.ai, a firm specializing in location-based consumer data analytics.
Other retailers also recorded significant growth in visitor numbers on Super Saturday, although none matched Ollie's steep climb. Bath & Body Works saw an 11% increase, Ross Stores experienced a 9% rise, and Dollar General reported an 8% uptick, according to Placer.ai's collected data. This pattern signals a clear preference among holiday shoppers for merchants offering strong value propositions through low prices or off-price merchandise.
Industry observers interpret these figures as evidence that consumers are increasingly drawn to retailers emphasizing affordability, particularly during the intense final shopping days leading into Christmas. Elizabeth LaFontaine, Director of Research at Placer.ai, commented that value-oriented outlets—especially off-price retailers—remain top destinations for shoppers seeking last-minute gifts. The business model of such retailers often revolves around sourcing excess or closeout inventory from manufacturers or other retail chains, enabling them to maintain competitively low pricing.
Pennsylvania-based Ollie's Bargain Outlet, with its 645 stores nationwide, does not hold the title of the largest chain on Placer.ai's ranking. Nonetheless, it is positioned as one of the fastest-growing entities within the retail sector today. According to CEO Eric van der Valk, announced during a recent earnings presentation, Ollie's added 86 stores throughout 2025. Importantly, all these new openings were operational in time for this year's holiday shopping period. Some new locations occupy spaces formerly held by Big Lots stores, who have been trimming their footprint following a bankruptcy filing earlier in the year.
The retailer remains aggressive about expansion, targeting at least a 10% annual increase in store count until reaching approximately 1,300 outlets—more than double its current network. This ambitious growth plan comes alongside robust financial performance: Ollie's reported nearly 19% growth in net sales during its third fiscal quarter ending November 1, reflecting strong consumer demand and successful operational execution.
Shoppers entering an Ollie's store will quickly notice its distinctive retail approach. The company describes its stores as “no frills, semi-lovely,” cultivating a shopping environment where customers engage in a “treasure-hunt” experience. This means inventory turns over rapidly, and bargains can be found amidst a diverse mix of products. A visit to an Ollie's location in Wisconsin earlier this year illustrated this model firsthand, with visible handwritten signage advertising special deals and merchandise still housed in shipping boxes on the sales floor. Such practices are part of a deliberate strategy to reduce operational costs—a method similar to those employed by other discount chains like Aldi.
Ollie's inventory includes a wide array of everyday products ranging from oral care items and cereal to small kitchen appliances like toaster ovens. Complementing its physical offerings, Ollie's operates a complimentary loyalty program called “Ollie's Army,” which grants membership discounts and exclusive access to special shopping events. Notably, the retailer organized “Ollie's Army Night” during the holiday season, allowing members to receive at least 15% off storewide purchases, further incentivizing consumer engagement during peak shopping days.
CEO van der Valk emphasized the alignment of Ollie's business model with broader market trends, noting, “Customers are looking for value, manufacturers need ways to manage their supply chain, and the retail sector is consolidating.” These factors collectively create a fertile environment in which Ollie's can prosper, leveraging supply chain excess to meet consumer demand for cost-effective shopping options while executing an expansion strategy that capitalizes on available retail locations.