Ever felt a bit of excitement when entering a store? It could be thanks to experiential retail — and for many folks, it could have happened at any of number of stores on NRF’s 2024 Hot 25 Retailers list. The annual list highlights the nation’s fastest-growing retail companies; view the 2024 chart here.
2024 Hot 25 Retailers
NRF's Hot 25 Retailers ranks the nation’s fastest-growing retail companies.
View the complete chart.
David Marcotte, Kantar senior vice president, sees this year’s list as full of retailers that have exceled at pulling people in to spend more time, all the while appealing to consumers’ emotions. These are the stores that consumers think about and look forward to visiting. It’s the perfect mix of functionality, product, price, atmosphere, philosophy and value.
“I think the easy one for everybody to understand is [No. 8] Five Below,” Marcotte says. “Think about a 14-year-old going in with a parent. That’s the core shopper. They’ve worked very hard on the colors, the presentation, the level of excitement and the messaging.”
He calls out several others. Fast Retailing (No. 3, with brands such as UNIQLO, Theory and Helmut Lang), for example, “puts an enormous amount of energy into ensuring the store experience reflects their philosophy as well as their science. Their stuff is fun. It engages the senses, and since it’s apparel, it’s tactile.” The company uses color, lighting and signage to great effect, he says.
Though online, Chewy.com (No. 22) is another that stands out with “excellent messaging and directly connecting with shoppers on an emotional level,” says Marcotte, admittedly bemused by the term “pet parent.” “They’ve worked hard through social media and other messaging to give people another reason to show up, other than just getting your dog food.”
Speaking of food, Marcotte notes several grocers on the list for providing more than a typical grocery experience as well: H-E-B (No. 13), Aldi (No. 5), Superior Grocers (No. 15) and Cencosud (No. 18).
