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It is not a discount; It is a deal with yourself:
What we really buy at TJ Maxx vs. Macy's

August 25, 2026

Let’s start this topic with a discussion about which choice is smart and let the target “save some money” or go to the classy store that “gives you status” by buying from one of their stores around the country.

My opinion as a consumer, graphic designer, and future marketer is that the stores are playing with the psychology of each of their targets because they know who the potential client is; there are some segmentations like first-time consumers or occasional consumers. I have been learning that. As creatives, we have the “skill” to pursue a specific public to do what we want; in other words, manipulate their minds to consume. So, these stores have their specific demographics, psychographics, and economic status to be “the ideal client”. Another reason is to notice where these stores are found and what type of items are the most sold.

I have an example, I was living in New York City for two years, and I could notice that Macy’s was selling legacy, status, and the feeling of being a wealthy New Yorker, or a tourist who wanted to live the experience of visiting the store in the 34th Street, but at the same time, you could see the number of people that visited TJ Maxx, Marshalls, and Ross, to have the chance to buy the things they saw in Macy’s, but with the difference on the price.

For example, a Calvin Klein Lotion that was launched in 2014 and cost $150 in Macy’s at that time; you can find it today at one of those stores for $34. This feels too personal, doesn't it? Well, it happened to me three weeks ago, but the difference is that I used to have that lotion, but I lost it when I was in high school, and the memories I had in mind when I saw it again made me buy it.

As you can notice, there are certain feelings or sentiments these stores create because they planned it in their marketing strategies, and there are others that their targets create to have this discussion on who has it better, who spends more, or who saves more.

In conclusion, when you are creating a campaign, no matter what you are proposing to do, you will be able to do it. Be smart enough to analyze the main sentiment/feeling/emotion the brand already has or is trying to create, and exploit it to create this trustworthy connection with the client.