TJ Maxx Hits the Road with the First-Ever "Maxxinista Express" Holiday Tour Inspired by its Iconic Superfans

Rhea-AI Summary

TJ Maxx (NYSE: TJX) launches the Maxxinista Express, a first-ever double-decker holiday tour running in December 2025 with full-day shopping trips to three TJ Maxx stores per stop. Tour dates: Los Angeles Dec 4, 2025 (hosted by Janel Parrish), Dallas Dec 11, 2025 (Kelcey Wetterberg), and Miami Dec 18, 2025 (Vale Genta). Each city stop features store hopping across three locations, themed contests, tour-exclusive merchandise, photo vignettes, and social content on @tjmaxx TikTok and Instagram. Seats are filled by superfans and contest winners; the tour is shareable via the brand's Broadcast Channel and directs shoppers to tjmaxx.com for holiday gifting.

News Market Reaction – TJX

+0.16%

1 alert

+0.16% News Effect

On the day this news was published, TJX gained 0.16%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Tour cities: 3 cities Stores per stop: 3 stores Los Angeles date: December 4, 2025 +4 more

7 metrics

Tour cities 3 cities Maxxinista Express stops in Los Angeles, Dallas, Miami

Stores per stop 3 stores Each Maxxinista Express city visit includes three TJ Maxx stores

Los Angeles date December 4, 2025 Los Angeles Maxxinista Express tour stop with Janel Parrish

Dallas date December 11, 2025 Dallas Maxxinista Express tour stop with Kelcey Wetterberg

Miami date December 18, 2025 Miami Maxxinista Express tour stop with Vale Genta

Store count more than 1,300 stores TJ Maxx footprint across 49 states and Puerto Rico

States covered 49 states TJ Maxx U.S. geographic reach plus Puerto Rico

Market Reality Check

Price: $158.23 Vol: Volume 4,430,996 is at 0....

low vol

$158.23 Last Close

Volume Volume 4,430,996 is at 0.68x the 20-day average volume of 6,493,166 shares. low

Technical Price at $155.58 is trading above the 200-day MA of $132.54 and is near the 52-week high of $156.40.

Peers on Argus

TJX was up 1.29% with mixed peer moves: ROST up 0.56%, BURL down 0.71%, while LU...

1 Up

TJX was up 1.29% with mixed peer moves: ROST up 0.56%, BURL down 0.71%, while LULU and AEO posted stronger gains of 1.95% and 3.6% respectively. Only LULU appeared in the momentum scanner with a double-digit intraday gain.

Historical Context

5 past events · Latest: Dec 09 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 09	Dividend declaration	Positive	-0.0%	Quarterly dividend of <b>$0.425</b> per share announced for March 2026.
Dec 04	Brand campaign launch	Positive	+0.2%	Launch of Maxxinista Express holiday tour across three cities and stores.
Nov 19	Earnings release	Positive	+0.2%	Q3 FY26 beat with <b>$15.1B</b> sales, <b>5%</b> comps, raised guidance and EPS.
Nov 13	Marketing campaign	Positive	-0.8%	Marshalls holiday gift guide launch with comedians and curated shopping themes.
Nov 05	Earnings preview	Neutral	+1.2%	Announcement of Q3 FY26 earnings release date and investor conference call.

Pattern Detected

Recent news and marketing campaigns have produced relatively modest single-day price reactions, even around strong earnings and dividend announcements.

Recent Company History

Over the last month, TJX combined solid fundamentals with brand-building campaigns. Q3 FY26 results on Nov 19, 2025 showed net sales of $15.1B, a 5% comp increase, and raised guidance. Ahead of that, the company flagged the earnings date on Nov 5, 2025. Holiday marketing followed, including a Marshalls gift guide on Nov 13 and the TJ Maxx Maxxinista Express tour on Dec 4. On Dec 9, TJX announced a quarterly dividend of $0.425 per share. Price moves around these events stayed within a narrow band.

Market Pulse Summary

This announcement highlights a holiday-focused brand activation, the Maxxinista Express, with full-d...

Analysis

This announcement highlights a holiday-focused brand activation, the Maxxinista Express, with full-day multi-store tours in three cities during December 2025 and heavy integration into TikTok and Instagram. It follows strong Q3 FY26 results, raised guidance, and a recently declared quarterly dividend of $0.425 per share. Investors monitoring TJX may track how such experiential and social campaigns complement the company’s large footprint of more than 1,300 stores across 49 states and Puerto Rico.

AI-generated analysis. Not financial advice.

A one-of-a-kind double-decker tour bus experience will travel across the country with festive stops in three cities to amp up the fun of holiday shopping at multiple TJ Maxx stores in search of the best finds and gifts

FRAMINGHAM, Mass., Dec. 4, 2025 /PRNewswire/ -- This holiday season, TJ Maxx (NYSE: TJX) is gifting Maxxinistas a magical experience with the debut of the Maxxinista Express, a first-of-its-kind double-decker bus taking superfans on a TJ Maxx road trip in select cities throughout December. The festive tour will bring select fans into a Maxxinista wonderland amidst a full day of shopping with stops at three beloved TJ Maxx stores in their cities so they can hunt for thoughtful gifts for everyone on their lists.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/tj_maxx/9370851-en-tj-maxx-maxxinista-express-holiday-tour

Real Maxxinistas will tell you that they have a favorite store, an IYKYK shopping hack, and a go-to "you won't believe what I got this for" piece they love to show off. The Maxxinista Express is built upon one of those superfan rituals – "Maxx-hopping" from store to store to discover something unexpected in each one and relish in the joy of sharing stylish finds with the world. In fact, #Maxxinista content gets millions of views across TikTok and Instagram annually, often paired with a post celebrating sought-after scores found at TJ Maxx for incredible prices.

A ROAD TRIP LIKE NO OTHER
The Maxxinista Express is a festive, fashion-forward showcase of everything shoppers love about being part of the Maxxinista community. Every detail of the bus is designed with Maxxinistas in mind, transforming their experience into a rolling celebration of their favorite traditions, including:

• A full day of dashing through the stores: From Los Angeles to Dallas to Miami, each Maxxinista Express tour stop will feature a full-day road trip to three beloved TJ Maxx stores in these cities, transforming a day of shopping into a celebration of style, community, and holiday gifting inspiration.
• Spirited shopping challenges and TJ Maxx trivia: Who doesn't love a little friendly competition? Think Maxx-themed bingo, trivia, and playful contests inspired by the treasure-hunting spirit of shopping at TJ Maxx.
• Festive details Maxxinistas will delight in discovering: From Maxx-printed wrapping paper and needlepoint pillows featuring fan-favorite phrases to a full suite of tour-exclusive merchandise and custom cubbies for each guest to store her shopping hauls, no detail was spared in making superfans feel seen to celebrate the Maxxinista Express.
• Iconic photo moments for social sharing: Bold holiday vignettes and stylish backdrops complete with a seasonal snack bar and cozy fireplace – all designed to be snapped and shared.

"TJ Maxx cherishes our passionate Maxxinistas and their love of connecting with each other, so we wanted to bring them together during the most magical time of the year," said Christina Lynch, Vice President, Marketing Director at TJ Maxx. "The Maxxinista Express is an ode to our superfans who proudly share their TJ Maxx adventures, going from store to store in search of the latest viral accessory or coveted designer find. We hope this experience emulates that same spirit and inspires even more joy amongst Maxxinistas this holiday season."

Adding extra holiday sparkle, Janel Parrish, star of Pretty Little Liars and Hallmark Channel's newest addition to their holiday lineup, Christmas on Duty, will join fellow Maxxinistas for the Los Angeles ride to kick off the cross-country adventure and co-host the first stop of the celebration.

"I've been a Maxxinista for as long as I can remember! My mom and I used to spend entire afternoons wandering our local TJ Maxx, comparing our finds and convincing each other we 'needed' just one more gift," said Janel Parrish. "The holidays have always held a special place in my heart, both on screen and off, so getting to help kick off the very first Maxxinista Express feels like such a full-circle moment. I can't wait to join fellow Maxxinistas in Los Angeles and celebrate all the festive, unexpected treasures that make TJ Maxx so iconic."

City Stops and Details
Los Angeles Thursday, December 4th, 2025 Hosted by holiday star Janel Parrish	Dallas Thursday, December 11th, 2025 Hosted by former NFL cheerleader Kelcey Wetterberg	Miami Thursday, December 18th, 2025 Hosted by Miami-based creator Vale Genta

While this Maxxinista Express tour is already at maxx capacity with brand superfans and those who snagged a seat during the contest, all are welcome to follow along via @tjmaxx TikTok or Instagram, featuring exclusive content in the all-new Broadcast Channel. Plus, fans can keep an eye on the road to spot the Maxxinista Express making its way across the country.

Beyond the bus, TJ Maxx invites shoppers everywhere to discover the joy of gifting. Head in-store or online at the tjmaxx.com Gifts to the Maxx Shop to find stylish, high-quality gifts at amazing value for everyone on your list this season.

About TJ Maxx
As the nation's largest off-price retailer, with more than 1,300 stores spanning 49 states and Puerto Rico, TJ Maxx helps empower shoppers to be their most unapologetic selves. For style tips, inspiration and more, visit us on Instagram at @tjmaxx, TikTok at @tjmaxx, Facebook at facebook.com/tjmaxx, Pinterest at pinterest.com/tjmaxx and X at @tjmaxx. Visit tjmaxx.com or download the TJ Maxx app to shop online and locate your nearest store.

Media Contact: MaxxinistaExpress-Media@Edelman.com

 

View original content:https://www.prnewswire.com/news-releases/tj-maxx-hits-the-road-with-the-first-ever-maxxinista-express-holiday-tour-inspired-by-its-iconic-superfans-302633322.html

SOURCE TJ Maxx

FAQ

When is the TJX Maxxinista Express visiting Los Angeles and who is hosting it?

The Maxxinista Express visits Los Angeles on Dec 4, 2025, hosted by Janel Parrish.

What cities and dates will the TJX Maxxinista Express stop in during December 2025?

The tour stops are Los Angeles Dec 4, 2025, Dallas Dec 11, 2025, and Miami Dec 18, 2025.

How many TJ Maxx stores does the Maxxinista Express visit per city on the TJX tour?

Each Maxxinista Express stop features a full-day road trip to three TJ Maxx stores in the host city.

Can investors or the public follow the TJX Maxxinista Express online?

Yes. Fans can follow the tour via @tjmaxx on TikTok and Instagram, including exclusive Broadcast Channel content.

Does the Maxxinista Express offer merchandise or exclusive items for attendees?

Yes. The tour includes tour-exclusive merchandise, Maxx-printed wrapping paper, themed pillows, and custom cubbies for guests.

How can shoppers buy holiday gifts from TJ Maxx while the Maxxinista Express tour runs?

Shoppers can visit TJ Maxx in-store or shop the Gifts to the Maxx Shop at tjmaxx.com for holiday selections.