Ross Stores has seen stronger consumer demand in recent months as more shoppers hunt for lower prices.
In response to this heightened momentum, the company’s CEO is planning to roll out a major in-store change that risks hindering this growth
The first few months of 2026 have been profitable for Ross, which also owns DD’s Discounts. In the first quarter of this year, the company saw a 17% year-over-year increase in its comparable store sales, according to its latest earnings report. Its operating income also spiked by 32.6%, compared to the same quarter in 2025.
Foot traffic in its stores also ticked up. Overall customer visits in Ross locations rose by a whopping 18%, according to a recent Placer.ai report. Lila Margalit, content manager at Placer.ai, wrote in the report that off-price retailers like Ross are outpacing department stores in foot traffic growth. “Off-price’s momentum is most visible in its widening lead over department stores,” wrote Margalit. “The category captured 65.7% of combined visit share in Q1 2026, up from 62.2% in Q1 2025 and just 56.2% in Q1 2022.” “These steady, multi-year gains underscore a structural shift in where consumers are choosing to shop – one that continues to accelerate as value becomes a central decision driver,” she continued.