This Is America’s Favorite Discount Retailer — by a Long Shot

You might not have to shell out as much money on those Gucci shoes as you think, thanks to major discount retailers.

Overall customer satisfaction ticked up by 0.4% to a score of 78.3 (out of 100), according to a recent study from the American Customer Satisfaction Index (ACSI). The 2025 ACSI Retail and Consumer Shipping Study reports satisfaction benchmarks for six retail industries based on interviews with more than 41,000 customers.

The ACSI found that discount retailers (that’s where you can find those luxury-brand shoes) are capitalizing on customers’ focus on value. So which ones have done the best job on that?

Let’s get into the top discount retailers and see what sets them apart to consumers.

1. TJX (Marshalls and T.J. Maxx)

American Customer Satisfaction Index score in:

• 2025: 82 (on a 100-point scale)
• 2024: 79

Marshalls and T.J. Maxx attract customers for their great deals — particularly on designer and other high-end items. They have lots to offer for customers looking beyond discounted luxury goods, too. Both stores offer home essentials you can shop by room.

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2. Big Lots

American Customer Satisfaction Index score in:

• 2025: 75 (on a 100-point scale)
• 2024: 78

Big Lots’ influence is far-reaching, with nearly 1,400 locations in almost every state. Like the previous stores, it provides a wide variety of discounted goods for customers to choose from, so it can act as a one-stop shop.

Customers who sign up for their free rewards program get to enjoy even more discounts. Program perks include a $5 reward for every three purchases, exclusive coupons, free items and birthday bonuses.

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3. Burlington (three-way tie)

American Customer Satisfaction Index score in:

• 2025: 73 (on a 100-point scale)
• 2024: 76

While its full name was once Burlington Coat Factory, Burlington sells much more than that, including all kinds of clothing, handbags, beauty products and home goods.

Members of its free loyalty program may find it very much worth it, getting early notifications of additional markdowns, extended returns without a receipt and layaway bonuses.

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4. Dollar General (three-way tie)

American Customer Satisfaction Index score in:

• 2025: 73 (on a 100-point scale)
• 2024: 72

Dollar General stays true to its name with special $1 deals — not many stores can say that nowadays. The chain also has coupons shoppers can take advantage of.

The reward program — called myDG Wallet — gives shoppers more savings with cash-back offers, birthday gifts and other deals.

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5. Dollar Tree (three-way tie)

American Customer Satisfaction Index score in:

• 2025: 73 (on a 100-point scale)
• 2024: 74

Dollar Tree’s primary price point for its more than 8,000 stores is $1.25, easily making it one of the cheaper and accessible stores around. Several thousand of those stores have Dollar Tree Plus sections, which expand inventory to items priced at $3 to $5.

To top it off, customers don’t even need to leave home to shop here, as Dollar Tree now delivers through Instacart.

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