I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (2024)

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I decided to visit this Five Below store. It's located in a mall in Waldorf, Maryland, about an hour's drive South of Washington, DC. Immediately after walking in, I found these wheelbarrows full of slingshots, bubble wands, and other toys. Maybe that retail analyst was right about toys after all. The store was also bigger than I thought it would be. I was expecting a smaller space more similar to a Dollar General or Dollar Tree. Like dollar stores, Five Below groups its products into specific price points. The toys in this display ranged from $1 to $3.25 each. But contrary to the store's name, not everything was $5 or less. This light-up, razor-style scooter was $20. I visited Five Below right before summer started, so there was plenty of seasonal merchandise, from these sippy cups... ...to these towels with fruit and sun prints. There was also a wide selection of lawn toys, such as giant inflatable basketballs. But there was also a lot of practical stuff in the store, such as this reusable mesh shopping bag. There was also jewelry, including this display of "upcycled" earrings. I'm not sure exactly what the recycled materials in these earrings were, but this whole selection was $5. The health and beauty section reminded me of Walmart or a dollar store: There were a lot of basic personal care items, from hair combs and clips... ...to sunscreen and aloe vera... ...to toothpaste, shampoo, and other essentials. There was also basic workout equipment, such as these dumbbells. But the highlight of Five Below isn't toiletries. It was the random stuff I didn't need (but might think I need if I was a teen). Although, it looked cool. No one needs a colorful ukulele, but for $5, I was tempted. Even if the store wasn't all toys, the fun stuff kept catching my eye as I walked around. Whether it was these plastic "headlight lashes"... ...or this light that can project a scene from Rick and Morty off the side of your car... ...there was a lot of unique merchandise on offer. One thing I actually needed was a new charger for my phone. Five Below had a wide selection in varying lengths, colors, and plug types. After several minutes of searching, I settled on this slightly sassy cable that states, simply, "nope." Near the checkouts, I was surprised to see a robust selection of snacks, including several flavors of Pocky. Specialty items, like this chocolate frog, were aimed at fans of specific franchises like Harry Potter. There were also snacks I never knew existed, from these Dunkin' Donuts chocolates... ...to these mints tins for fans of Bob Ross and The Golden Girls. There were also cold drinks, including several flavors of Liquid Death, an upstart canned water brand with a loyal following. Phone charger and a few snacks in hand, I headed to the registers to check out. On the way, I was hit with childhood nostalgia by this book of Highlights travel puzzles. To me, Five Below seems like a great place to go with (or to shop for) kids. The experience reminded me a bit of a dollar store, but there were more toys. Five Below seems like a more budget-friendly version of KB Toys, which was my store of choice at the mall 20 years ago... ...with a bit of Hot Topic mixed in to appeal to young adults. CEO Joe Anderson has compared his chain to another retailer: "It's like T.J. Maxx for kids," he told the Washington Post in 2018, with "a sense of discovery throughout the whole store." I'm clearly not the target demographic. But I was still able to find a few things that appealed to me. Perhaps that speaks to the success that the chain has had so far. FAQs

Five Below mimics the low prices of a dollar store, but the range of products is much wider than at Dollar General and Dollar Tree.Alex Bitter/Insider

  • Five Below is on track to open more than 200 new stores this year.
  • It was among the fastest-growing retailers in the US in 2022, alongside Dollar General and TJ Maxx.

What is Five Below, exactly?

That's what I asked myself when I first started writing about retail several years ago. I'd pass the retailer's stores in strip malls, but it wasn't immediately clear by looking at them what they sold. One retail industry analyst described the chain as a "toy store," but a skim of the company's website shows that it also has departments for beauty supplies, pet supplies, and clothing.

Complicating matters, the website says that it sells products with "extreme $1-$5 value, plus some incredible finds that go beyond $5."

And who is Five Below for?

"While our merchandise offering targets the preteen and teen demographics, our stores enjoy universal appeal," CEO Joel Anderson said on an earnings call in 2015. Both Gen Z as well as their parents, who are themselves millennials and Gen Xers, are Five Below's target shoppers, according to an investor presentation from May.

One thing is for sure. There are a lot of Five Below stores. The company opened 134 stores in the US last year, and it plans to open more than 200 new locations this year, executives told analysts at Jefferies last month. Right now, it operates about 1,400 stores.

Like dollar stores, Five Below has done well financially as inflation has squeezed consumers' budgets. Executives told Jefferies that "needs-based categories like candy, food, beverage, travel, and beauty performed well" as inflation remained high. The chain "remains attractive as consumers seek value," the analysts wrote.

I decided to check out a Five Below location for myself to see where the store fits into the broader retail world.

Are you a Five Below employee with a story idea to share? Reach out to Alex Bitter at abitter@insider.com or via encrypted messaging app Signal at +1-808-854-4501.

I decided to visit this Five Below store. It's located in a mall in Waldorf, Maryland, about an hour's drive South of Washington, DC.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (1)

Alex Bitter/Insider

Immediately after walking in, I found these wheelbarrows full of slingshots, bubble wands, and other toys. Maybe that retail analyst was right about toys after all.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (2)

Alex Bitter/Insider

The store was also bigger than I thought it would be. I was expecting a smaller space more similar to a Dollar General or Dollar Tree.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (3)

Alex Bitter/Insider

Like dollar stores, Five Below groups its products into specific price points. The toys in this display ranged from $1 to $3.25 each.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (4)

Alex Bitter/Insider

But contrary to the store's name, not everything was $5 or less. This light-up, razor-style scooter was $20.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (5)

Alex Bitter/Insider

I visited Five Below right before summer started, so there was plenty of seasonal merchandise, from these sippy cups...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (6)

Alex Bitter/Insider

...to these towels with fruit and sun prints.

Alex Bitter/Insider

There was also a wide selection of lawn toys, such as giant inflatable basketballs.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (8)

Alex Bitter/Insider

But there was also a lot of practical stuff in the store, such as this reusable mesh shopping bag.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (9)

Alex Bitter/Insider

There was also jewelry, including this display of "upcycled" earrings.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (10)

Alex Bitter/Insider

I'm not sure exactly what the recycled materials in these earrings were, but this whole selection was $5.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (11)

Alex Bitter/Insider

The health and beauty section reminded me of Walmart or a dollar store: There were a lot of basic personal care items, from hair combs and clips...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (12)

Alex Bitter/Insider

...to sunscreen and aloe vera...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (13)

Alex Bitter/Insider

...to toothpaste, shampoo, and other essentials.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (14)

Alex Bitter/Insider

There was also basic workout equipment, such as these dumbbells.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (15)

Alex Bitter/Insider

But the highlight of Five Below isn't toiletries. It was the random stuff I didn't need (but might think I need if I was a teen). Although, it looked cool.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (16)

Alex Bitter/Insider

No one needs a colorful ukulele, but for $5, I was tempted.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (17)

Alex Bitter/Insider

Even if the store wasn't all toys, the fun stuff kept catching my eye as I walked around.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (18)

Alex Bitter/Insider

Whether it was these plastic "headlight lashes"...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (19)

Alex Bitter/Insider

...or this light that can project a scene from Rick and Morty off the side of your car...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (20)

Alex Bitter/Insider

...there was a lot of unique merchandise on offer.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (21)

Alex Bitter/Insider

One thing I actually needed was a new charger for my phone. Five Below had a wide selection in varying lengths, colors, and plug types.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (22)

Alex Bitter/Insider

After several minutes of searching, I settled on this slightly sassy cable that states, simply, "nope."

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (23)

Alex Bitter/Insider

Near the checkouts, I was surprised to see a robust selection of snacks, including several flavors of Pocky.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (24)

Alex Bitter/Insider

Specialty items, like this chocolate frog, were aimed at fans of specific franchises like Harry Potter.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (25)

Alex Bitter/Insider

There were also snacks I never knew existed, from these Dunkin' Donuts chocolates...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (26)

Alex Bitter/Insider

...to these mints tins for fans of Bob Ross and The Golden Girls.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (27)

Alex Bitter/Insider

There were also cold drinks, including several flavors of Liquid Death, an upstart canned water brand with a loyal following.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (28)

Alex Bitter/Insider

Phone charger and a few snacks in hand, I headed to the registers to check out.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (29)

Alex Bitter/Insider

On the way, I was hit with childhood nostalgia by this book of Highlights travel puzzles.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (30)

Alex Bitter/Insider

To me, Five Below seems like a great place to go with (or to shop for) kids. The experience reminded me a bit of a dollar store, but there were more toys.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (31)

Alex Bitter/Insider

Five Below seems like a more budget-friendly version of KB Toys, which was my store of choice at the mall 20 years ago...

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (32)

Getty

...with a bit of Hot Topic mixed in to appeal to young adults.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (33)

Hot Topic

CEO Joe Anderson has compared his chain to another retailer: "It's like T.J. Maxx for kids," he told the Washington Post in 2018, with "a sense of discovery throughout the whole store."

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (34)

Visiting TJ Maxx in Upland. Danielle Bauter

I'm clearly not the target demographic. But I was still able to find a few things that appealed to me. Perhaps that speaks to the success that the chain has had so far.

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (35)

Five Below mimics the low prices of a dollar store, but the range of products is much wider than at Dollar General and Dollar Tree. Alex Bitter/Insider

I went to Five Below for the first time and it was immediately clear why Gen Z loves it | Business Insider India (2024)

FAQs

Why is Five Below so cheap? ›

Five Below keeps its prices low by controlling costs efficiently. Their stores are relatively small, averaging about 9,000 square feet, and they're often located in existing shopping centers. This helps keep overhead low.

How do employees want to be recognized? ›

Verbal Recognition > Non-Verbal Recognition

In a 2018 Deloitte survey, 54% of employees said they preferred a verbal thank-you, and 31% preferred a written thank-you when recognized for day-to-day accomplishments. An act of appreciation is only meaningful when the words are genuine.

Where does Five Below get their inventory? ›

During 2022, Five Below sourced from about 1,000 vendors, with 60% of purchases coming from domestic vendors and no single vendor accounting for more than 5% of spend, according to the company's 10-K. The retailer says its low-cost sourcing and operating model helps it meet its $5 price target for products.

Why does $5 below have $10 items? ›

The obvious economic explanation for Five Below's shift here is that by charging 10 bucks for products that are still pretty cheap to make, it's going to earn more profit. But this isn't exactly a move born of desperation, either.

What makes you feel valued? ›

Recognition comes in various forms, such as verbal praise, awards, or public acknowledgment. Appreciation can also be shown through small gestures like a simple "thank you" note. Identify the type of recognition and appreciation that resonates most with you to feel valued.

How to deal with an employee who feels unappreciated? ›

What to do if your team is feeling underappreciated at work
  1. Apologize and accept responsibility. ...
  2. Trust workers' talents and abilities. ...
  3. Invest in your employees. ...
  4. Offer flexibility. ...
  5. Tailor praise to the individual. ...
  6. Offer surprise perks. ...
  7. Avoid playing favorites. ...
  8. Pay workers well.

How to help employees feel valued? ›

10 Ways to Ensure All Your Employees Feel Valued and Appreciated at Work
  1. See the good.
  2. Seek employee input.
  3. Be specific.
  4. Encourage effort.
  5. Reward results.
  6. Celebrate careers.
  7. Help employees be seen and grow.
  8. Show you value them for who they are.
Feb 16, 2024

Are Five Below items good? ›

Whether you're looking for cute home décor, candy and food, or make-up, you'll most likely save a bundle at Five Below. Just remember that not all products are the highest quality so do your research or, better yet, shop in stores so you can see exactly what you're getting before you buy.

Is Five Below a good buy? ›

Five Below has a consensus rating of Moderate Buy which is based on 7 buy ratings, 14 hold ratings and 0 sell ratings. The average price target for Five Below is $113.00. This is based on 21 Wall Streets Analysts 12-month price targets, issued in the past 3 months.

Is everything in Five Below $5? ›

Five Below, Inc. is an American chain of specialty discount stores that prices most of its products at $5 or less, plus a smaller assortment of products priced up to $25. Founded by Tom Vellios and David Schlessinger and headquartered in Philadelphia, Pennsylvania, the chain is aimed at tweens and teens.

Is Five Below ethical? ›

We are committed to upholding ethical sourcing practices globally, to protect the lives, freedom and well-being of all individuals who take part in manufacturing our products. Our vendor requirements outline zero tolerance policies, including forced and bonded labour.

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