Kohl's, a leading department store in the US, has seen a 5% drop in total number of visits in Q4 2025 compared to Q4 2019, according to Placer.ai. This shift comes as discount retailers like Ross Dress for Less, TJ Maxx, and Burlington gain a larger foothold as consumers become more price-conscious. In 2025, 62.9% of shoppers visited off-price retailers, while only 37.1% preferred department stores. While some department stores like Von Maur or Nordstrom have seen some growth in visits, others without defining features or strong customer experience propositions have been particularly affected by consumer behavior change. In February, Kohl's announced plans to expand its private label offerings with FLX Golf and Sea + Sky. The retailer also launched a By Kohl’s campaign to help shoppers more easily identify its private brand items.