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SAN FRANCISCO – Ollie’s Bargain Outlet has claimed the top spot on Yelp’s annual Fastest Growing Brands list, underscoring a significant shift in consumer shopping habits toward affordability. With a 212% increase in consumer interest, Ollie’s strategy of acquiring surplus inventory from major brands at reduced prices has resonated with budget-conscious shoppers. The retailer’s expansion of its rewards program has also helped drive customer loyalty, increasing both foot traffic and repeat business.
Ollie’s Bargain Outlet was founded in 1982 in Mechanicsburg, Pennsylvania. Over the years, it expanded to more than 550 locations across 31 states by 2025. Recent expansions, including acquiring former Big Lots locations, have helped drive its nationwide presence.
The affordability trend extends beyond Ollie’s, as Yelp’s second annual report highlights the dominance of value-focused brands in the shopping category. As inflation continues to influence purchasing habits, discount retailers and budget-friendly stores are thriving. Dollar Tree (No. 2) and HomeGoods (No. 3) also saw significant growth, with Dollar Tree benefiting from its low-cost essentials and HomeGoods climbing 45 spots in the ranking, reflecting strong demand for affordable home décor and furniture.
The top 10 fastest-growing shopping brands
- Ollie’s Bargain Outlet
- Dollar Tree
- HomeGoods
- Rally House
- Ace Hardware
- Costco Wholesale Corp.
- TJ Maxx
- Marshalls
- H-E-B
- Grocery Outlet
Growth in value shopping categories
Yelp data highlights a surge in consumer interest for shopping destinations that emphasize affordability and accessibility:
- Searches for discount stores increased by 46%.
- Dollar store searches jumped 82%, indicating a growing reliance on budget retailers.
- Outlet store searches rose by 18%, reflecting the continued appeal of brand-name products at lower prices.
Retailers like TJ Maxx (No. 18), Marshalls (No. 22), and Ross Dress for Less (No. 34) experienced notable gains, further reinforcing the trend of consumers looking for name-brand products at lower costs.
Hardware and specialty retail thrive
Beyond discount and department stores, hardware and specialty retail brands also performed well. Ace Hardware (No. 15) emerged as a top-growing brand, appearing among the fastest-growing businesses in 20 states. This growth reflects an increasing interest in home improvement and DIY projects as consumers seek cost-effective solutions for maintenance and renovation.
Similarly, Costco Wholesale Corporation (No. 16) saw a significant increase in consumer interest, benefiting from its bulk pricing model, which appeals to shoppers looking for long-term savings. The brand’s expansion into new locations and its membership-driven model continue attracting customers focused on affordability and value.
Regional shopping trends
The data also highlights strong regional preferences for budget-conscious shopping options:
- Dollar Tree ranked among the top five fastest-growing brands in 23 states, the highest among all shopping brands.
- Ace Hardware and Ollie’s Bargain Outlet led growth in the Midwest and South, reflecting a continued demand for home improvement and discount retail options.
- Rally House (No. 4), a specialty sports retailer, gained traction in the West, catering to growing demand for local team merchandise.
The future of value shopping
With nearly half (46%) of this year’s fastest-growing brands focusing on affordability, the consumer shift toward value-driven shopping is expected to continue. Retailers that prioritize budget-friendly pricing, loyalty incentives, and strong in-store experiences will likely see sustained growth in 2025 and beyond.
To identify the Fastest Growing Brands, Yelp’s data science team ranked businesses using a blended metric that considers net new business openings, consumer interest, and search trends on Yelp in 2024 compared to 2023. Businesses included in the ranking had to show sustained year-over-year growth and meet minimum criteria for expansion and consumer engagement. The analysis provides insights into emerging retail trends and the shifting preferences of value-conscious shoppers.
For the complete list of Yelp’s Fastest Growing Brands and insights into retail trends, visit Yelp’s website.
