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One of the significant challenges facing Big Lots is its pricing strategy. The store has traditionally been viewed as a place for deals on candy, discount closeouts, and affordable furniture. However, with rising costs, shoppers are reallocating their finances toward essential goods, like groceries. Many consumers now find that prices at Big Lots are on par with or even higher than those at competitors such as Walmart or Target. This price disparity has led to consumer frustration, questioning the very purpose of shopping at a discount retailer.