TJ Maxx 2009 Annual Report Download - page 5

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sion abates. Whether the economy is weak or
strong, value isn’t going out of style! Customers
have shopped with us during good economic
times and recessions, and they have stayed with
us after the recessions have ended. What sets
this recession apart from previous ones is that
we have seen positive business trends accelerate
during the recession, underscoring our belief
that there has been a fundamental shift in the
consumer psyche toward value.
Unusually Broad Customer Appeal
In 2009, we grew our customer base
signicantly as we have attracted customers
from the moderate-, middle- and high-
income brackets with our values. Internation-
ally, our customer demographic reach is even
greater than in the U.S. as we are the only
major o-price retailer operating on an inter-
national platform. Our customer research tells
us that the new customers we gained in 2009
are from a widening range of demographic
groups and even more importantly, that
they intend to continue shopping our stores.
Further, the opportunity for us to attract even
more customers and gain more market share
with our values is enormous. Our customer
research further tells us that 75% of U.S.
consumers did not shop our stores in the past
year, which translates to tens of millions of
untapped shoppers in the U.S. alone!
In 33 years of business, our consolidated comparable store sales have
increased in strong and weak economies and declined in only one year. This
gives us condence in our ability to continue achieving protable growth.
T.J. Maxx in the 1980s