Five Below markets itself as a store whose items are strictly five dollars and below. All across the United States, these stores have gained much popularity and have become a household name. They sell an array of items, from technology to art supplies to your seasonal decorations. There’s a huge variety of products, AND all for a low price, leading to mainstream recognition all over the country.

Created in 2002, Five Below has seen economic ups and downs. It existed during the Great Recession of 2008, a financial disaster where the stock market plummeted across the world. However, even through all of this, Five Below has maintained its main selling point: products for five dollars and less. 

This was until November of 2019, when they introduced a new “Ten Below Tech” section, which priced items between $6-$10. In any other store, this section would not have created such a controversy, but it was Five Below, the store with a 17-year streak of selling things under five dollars! This store was able to keep these prices even during the worst economic times. So the big question is: Why did this happen? One take is that this was not just some new fun addition to their store; it was necessary for them in order to keep their products, which everyone loves. Alternatively, some people believe that the change is proof of inflation and rising prices in the United States. 

On the contrary, many people also see the change in prices as a good change. Winnie Park, CEO, was appointed at the end of 2024 and is the one who officially chose to break the five-dollar maximum limit. Park’s qualifications were: CEO of Forever 21 for three years, CEO of Paper Source, a board member of Dollar Tree, and nine years spent at LVMH. With so much experience, Park truly believes this would be an amazing opportunity, stating, “At Five Below, we are bred in the bone to not go above five. But for some of our products approaching $50, even $10 or $15, it’s got to be part of the cultural moment and be something really special that you can’t find anywhere else.” In 2024, revenues went up 9% and fueled 227 new stores. Net income has gone in a positive direction with the five-dollar limit broken, and has nearly doubled through the third quarter of 2023 to 2024. 

Overall, while on the surface, this may seem like a product of the US’s financial inflation, it’s actually a strategic business move by the CEO, Winnie Park.