USA: Visiting Ollie's Bargain Outlet: Does It Live Up to the Hype?

Discount Variety Retail Chain Ollie's Bargain Outlet may not be familiar to everyone — particularly on the West Coast and Midwest — but it has clearly cultivated a loyal following of bargain-hunters. The brand recently acquired 40 former Big Lots stores across the US in February, including four new locations in Wisconsin.

Another indicator of the brand's staying power: as many brick-and-mortar stores downsize and struggle to stay afloat, Ollie's is one of the fastest-growing brands in the US in 2025, according to a Yelp report. Net sales grew 17.5% in the second quarter of the 2025 fiscal year to $679.6 million, according to Ollie's latest earnings report released in August. The company also opened 29 new stores, bringing its total to 613 locations across 34 states.

President Donald Trump's "reciprocal" tariffs may further increase the popularity of discount shopping, as consumers are expected to pay more for groceries, electronics, and toys once they are implemented.

First impressions

A visit to the Ollie's location in West Bend, Wisconsin — a former Big Lots store — took place in May. All four new Wisconsin locations opened in February. There are no longer any Big Lots stores in the state after the brand closed 200 locations across 41 states in 2024.

The first thing visible upon entering was a section labelled "Ollie's Deal Zone," featuring items priced under $5. The carts appeared to contain mostly seasonal items such as summer-themed tumblers and beach towels for $2.99 — reminiscent of the Bullseye's Playground section at Target. Handwritten signs and cartoons of Ollie's namesake mascot gave the store a more personalised feel than a typical big-box retailer.

Ollie's was founded by Mark Butler, Mort Bernstein, Harry Coverman, and its namesake, Oliver "Ollie" Rosenberg. The first store opened in Pennsylvania in 1982, the 100th store opened in 2011, and the company became publicly traded in 2015.

The walls were plastered with illustrated signs advertising low prices in creative ways — "Caution: bargains ahead" with Ollie dressed as a construction worker, and "Knockout deals" showing the character wearing boxing gloves. The quirky signage made for an entertaining shopping experience.

Books, groceries, and toiletries

A sizable books section near the front of the store stood out. Rather than new releases and bestsellers typically found at big-box chains, Ollie's stocked an eclectic collection of graphic novels, coffee table books, Bible studies, and children's picture books. A large coffee table book about baseball stadiums was priced at just $7.99 — the kind of inexpensive gift that is hard to find elsewhere.

The shelves resembled those at Aldi and Costco, with many items left in their shipping boxes to save on labour costs. In the grocery aisles, recognisable brands like Campbell's and Libby's sat alongside lesser-known labels.

Price comparisons were made using the Target and Walmart apps while browsing the aisles. A box of Cheerios cost $1.99 at Ollie's — significantly cheaper than the $4.49 at Target and $3.68 at Walmart. A can of Campbell's Chunky Spicy Chicken Noodle Soup was priced at $1.99, beating Target's $2.69 and Walmart's sale price of $2.48.

In the toiletry section, a three-pack of Crest toothpaste was priced at $3.99 — compared to $5.79 at Target and $12.80 on Walmart's website (though likely cheaper in-store). Limited-edition seasonal Dove body wash, no longer available at Target or Walmart, was priced at $4.99, while comparable Dove products sold for $8.69 at Target and $7.97 at Walmart. Ollie's keeps prices low by purchasing closeout, irregular, discontinued, and overstock merchandise at a discount.

Appliances, electronics, and home goods

With home appliances expected to become more expensive due to tariffs, the pricing on Black and Decker products was worth noting. A Black and Decker Crisp 'N Bake air fryer and toaster oven combination was priced at $39.99, while a regular four-slice toaster oven cost $29.99 — matching Target's price for the same item.

Certified refurbished electronics were also available, including air conditioners. A new 10,000 BTU Danby window unit was priced at $279.99, while comparable units from the same brand now retail for $429.99 and above on Danby's website.

The housewares section offered rugs, home décor, and raw flooring materials — including laminate chestnut oak flooring at 97 cents per square foot and 5-by-7-foot Zephyr Collection rugs at $99.99. The flooring selection was reminiscent of Menard's, a Midwestern home-improvement chain known for its DIY offerings.

Toys

In the toy section, Barbie dolls were cheaper than at both Target and Walmart — a notable find given that toy prices are expected to rise due to Trump's tariff on Chinese goods, which reached as high as 145% before dropping to 30%. Barbies ranged from $8.99 to $12.99 at Ollie's. The "You Can Be Anything" teacher Barbie, for example, cost $8.99 at Ollie's compared to $14.99 at Target and $11.60 at Walmart.

Verdict

Ollie's lives up to the hype. The vibrant, comic book-style signage and the treasure-hunting nature of browsing the aisles made for an enjoyable outing, and prices were consistently lower than big-box competitors like Walmart and Target.

Ollie's would not be the first choice for someone seeking a specific brand of cereal or shampoo, given that inventory varies based on available discounted merchandise. But for anyone looking for "good stuff cheap" — especially as Trump's tariffs take effect — it is well worth a visit.

When Business Insider reached out to Walmart and Target for comment, a Walmart representative stated: "At Walmart, we operate an everyday low price model, in which we work to remove costs through efficiencies in our own operations and supply chain — to operate at an everyday low cost so that we can in turn provide our customers with everyday low prices. We constantly advocate for lower prices on behalf of our customers." Representatives for Target and Ollie's did not respond to a request for comment.

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