I visited a Big Lots store and saw why the chain is struggling as customers flock to other discount stores

I visited a Big Lots store in Rochester, New York, to try to get a sense of why the chain is suffering — with sales down 10% year over year — even as consumers are eager for deals and low prices.

Mary Meisenzahl/Insider

The chain sells many things, and the corporate website describes "amazing values that other stores just can't match" on everything from "everyday consumables and housewares to toys and seasonal goods."

Mary Meisenzahl/Insider

The location I visited had a few carts available, though I didn't see anyone using them.

Mary Meisenzahl/Insider

When I stepped inside, I didn't have any more clarity about what kind of store this was.

Mary Meisenzahl/Insider

A tailgating display near the entrance featured some folding chairs and blankets.

Mary Meisenzahl/Insider

The store's setup was confusing and didn't seem to follow any particular logic.

Mary Meisenzahl/Insider

Messily arranged boxes of clothes lined shelves behind the tailgate setup.

Mary Meisenzahl/Insider

That same aisle also had some exercise equipment, which was on sale.

Mary Meisenzahl/Insider

Half an aisle was dedicated to Baby Yoda merchandise, with blankets, stuffed toys, pillows, and other items.

Mary Meisenzahl/Insider

The company's president and CEO, Bruce Thorn, said in a December earnings call that Big Lots had had success selling mugs, toys, and towels from the Disney pop-up section.

Mary Meisenzahl/Insider

I was surprised at how much furniture for sale was set up inside, from beds to large sectionals to kitchen tables.

Mary Meisenzahl/Insider

Thorn attributed double-digit declines in furniture sales in the most recent quarter to customers' delaying big purchases.

Mary Meisenzahl/Insider

The chain is lowering prices on furniture and adding more in-store discounts to move furniture, which I saw in sale signs posted throughout the store.

Mary Meisenzahl/Insider

Aside from a few beds and table sets, the furniture setup felt haphazard and unorganized.

Mary Meisenzahl/Insider

Once I moved past the furniture, the store had more small, low-cost items.

Mary Meisenzahl/Insider

Many of the end caps advertising sales were emptied.

Mary Meisenzahl/Insider

Big Lots says these displays usually contain "unique, quirky, trendy, and seasonal items."

Mary Meisenzahl/Insider

The back side of the store felt like several chains in one.

Mary Meisenzahl/Insider

Aisles of wall decor, faux plants, and candles reminded me of HomeGoods or T.J. Maxx.

Mary Meisenzahl/Insider

There was a surprisingly robust pet section, with toys, food, treats, and cat trees.

Mary Meisenzahl/Insider

The food section was similar to what you might find at a dollar store.

Mary Meisenzahl/Insider

It was limited to name brands with all kinds of pantry staples and baking supplies.

Mary Meisenzahl/Insider

There was a huge selection of soda, too.

Mary Meisenzahl/Insider

It's hard, while walking through the store, to tell what Big Lots wants to portray itself as and why shoppers should see it as a destination over other stores.

Mary Meisenzahl/Insider

Big Lots says it saw success in the fourth quarter with "Grinch-branded apparel and accessory items, novelty family sleepwear, giant candy bars, ugly holiday sweaters, and leggings."

Mary Meisenzahl/Insider

The store definitely reflected that confused, miscellaneous quality.

Mary Meisenzahl/Insider

Other sections of the store were simply disorganized, making it difficult to tell what specific items cost or whether they were on clearance.

Mary Meisenzahl/Insider

St. Patrick's Day items were half stocked and sitting on a cart in the middle of the store.

Mary Meisenzahl/Insider

The clothing section was full to the point where it was almost impossible to look through and take items off the rack.

Mary Meisenzahl/Insider

Toys are a big sector for Big Lots, and it was easy to see why.

Mary Meisenzahl/Insider

The toy section was the easiest to navigate and find prices marked on items.

Mary Meisenzahl/Insider

There was also a section of $5-and-under stocking stuffers near the register that I was tempted to buy from.

Mary Meisenzahl/Insider

Big Lots kind of reminded me of Five Below in its mix of interesting novelties and moderate disorganization.

Mary Meisenzahl/Insider

But at Five Below it's easy to justify an inexpensive purchase. Big Lots has many more items priced at $10, $25, and higher.

Mary Meisenzahl/Insider

After visiting, I understand better why Big Lots isn't benefiting from more consumers looking for deals.

Mary Meisenzahl/Insider

The chain has a huge range of items at comparatively low prices, but it's not clear why people should shop there over other stores.

Mary Meisenzahl/Insider

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

It doesn't have an established brand as a destination for cheap home goods, toys, or anything in particular.

Mary Meisenzahl/Insider

It's a store for everything, but a destination for nothing.

Mary Meisenzahl/Insider

It's definitely entertaining to walk around and kill some time, but it wouldn't be my first choice for anything I needed to shop for.

Mary Meisenzahl/Insider