Affordability fuels growth for NRF’s 2026 Hot 25 Retailers
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2026 Hot 25 Retailers List
NRF's Hot 25 Retailers ranks the nation’s fastest-growing retail companies.
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A quick glance at the 2026 NRF Hot 25 Retailers unveils “value” right away. With retailers such as Miniso (No. 1), Daiso Sangyo (No. 3), Primark (No. 4), Five Below (No. 5), Fast Retailing (No. 6), Ollie’s Bargain Outlet (No. 7) and Muji (No. 10) in the top 10, there’s an emphasis on affordability and accessibility.
But the larger lesson carries more nuance. These retailers are combining value with quality, differentiation and reasons to return. The list, compiled by Kantar, ranks the nation’s fastest-growing retail companies based on year-over-year domestic sales.
Consumers respond to value
“Value is a huge story in this year’s list,” says Rachel Dalton, head of retail insights Americas, Kantar. “Many shoppers, including higher-income shoppers, are looking for the best value for them. There’s a lot of looking for deals, looking for the best prices, trading down and buying private labels.” Consumers are also looking for things that they’re going to truly love.
“Value is a huge story in this year’s list.”
Here, she highlights Fast Retailing and its flagship brand, Uniqlo. “Their point of difference is to offer really high-quality everyday essential items that are functional, like gray t-shirts. They’re basics, but they have a lot of really interesting technology in their fabrics, and the quality is amazing. The price is good. It’s not as low as, obviously, a Primark piece or a piece from Burlington (No. 17). But it’s still quality at a great price. That’s the brand equity they’ve built.”
Uniqlo operates in its strength, and J.Crew (No. 23) has done the same, she says: “They’ve rebranded and gotten back to their roots and what makes them really unique, that classic style.”
Dave Marcotte, Kantar senior vice president, recalls that when a Daiso store opened not far from his home, “the line going out the door was a mile long.” The value retailer focuses on Japanese items such as home and kitchen, stationery and crafts, health and beauty, and snacks and drinks.
And the way it’s merchandised, he says, “takes very little to keep the store up and keep it clean. It’s interesting — it's a combination. It’s about value and discount, but also completely about lifestyle. And it is so fun.”
Explore the full 2026 Hot 25 Retailers List to learn more about the fastest-growing retailers.