Here are two brief analogies for Five Below:

• A trendier, youth-focused Dollar Tree or Dollar General, with nearly everything priced at $5 or less.

• Think of it as the "fun, impulse-buy" aisles of a Target or Walmart, spun into its own store, with nearly all items at $5 or under.

• Fashion Accessories & Beauty Products: Includes jewelry, sunglasses, hair accessories, cosmetics, and personal care items.
• Tech & Gadgets: Offers a range of small electronics, phone accessories, headphones, and novelty tech items.
• Home Decor & Room Essentials: Provides decorative items, lighting, storage solutions, and other products to personalize living spaces.
• Arts & Crafts Supplies: Features materials for drawing, painting, DIY projects, journaling, and various stationery items.
• Sports & Outdoor Goods: Sells equipment for casual sports, outdoor games, fitness accessories, and seasonal recreational items.
• Candy & Snacks: Stocks a wide assortment of confectionery, salty snacks, and various beverages.
• Party Supplies & Novelties: Offers items for celebrations, party favors, gift wrap, and unique novelty gifts.
• Seasonal & Trending Merchandise: Includes a rotating selection of products tied to holidays, current fads, and popular culture.

Five Below (symbol: FIVE) primarily sells directly to individuals, operating as a Business-to-Consumer (B2C) retailer through its physical stores and e-commerce platform. Therefore, it does not have major corporate customers in the traditional B2B sense.

Based on its target market and product offerings, the company serves the following categories of individual customers:

• Tweens, Teens, and Young Adults (and their Parents): This is the core demographic, attracted by trendy, fun, and affordable merchandise across categories such as tech, beauty, candy, room decor, games, and toys. Parents often shop for their children in this age range, and young adults appreciate the novelty and value.
• Budget-Conscious Shoppers: Individuals and families seeking value and affordability for everyday items, small home goods, craft supplies, and seasonal decor, with a strong appeal to the "everything for $5 or less" (and some extreme value items above $5) price point.
• Gift-Givers and Party Planners: Customers looking for inexpensive and fun items for various occasions, including birthday gifts, party favors, holiday stocking stuffers, and seasonal decorations, who appreciate the wide selection of low-cost novelties.

Winnie Y. Park, Chief Executive Officer

Ms. Park was appointed Chief Executive Officer and a director of Five Below in December 2024. She previously served as CEO of Forever 21 for three years and Paper Source for six years. Her prior experience includes roles as EVP, Global Marketing and Ecommerce, and VP, GMM, Merchandising at Duty Free Shoppers (DFS), a division of LVMH, as well as positions at Levi Strauss & Co. and McKinsey. Ms. Park also served on the board of Dollar Tree from 2020 to 2024.

Daniel Sullivan, Chief Financial Officer

Mr. Sullivan has served as the Chief Financial Officer of Five Below since 2025. Prior to joining Five Below, he was the Executive Vice President, Chief Financial Officer, and Chief Operating Officer at Edgewell Personal Care. He also held Chief Financial Officer roles at Party City and Ahold USA, and served as Chief Financial Officer and Chief Operating Officer at Heineken USA and Heineken International.

Kenneth R. Bull, Chief Operating Officer

Mr. Bull has served as Chief Operating Officer of Five Below since March 2023. He also held the role of Interim Chief Financial Officer from June to early October 2025. Before becoming COO, he was the Chief Financial Officer and Treasurer from 2012 to July 2023. Mr. Bull joined Five Below in 2005 as Senior Vice President, Finance, and previously worked as the Finance Director and Treasurer for Urban Outfitters, Inc.

George S. Hill, Chief Retail Officer

Mr. Hill joined Five Below as Executive Vice President of Operations in May 2017, and currently serves as Chief Retail Officer. He brings over 20 years of retail experience, having previously served as Senior Vice President, Retail Operations for Dick's Sporting Goods and as a Senior Vice President at Office Depot.

Amit Jhunjhunwala, Chief Information Officer

Mr. Jhunjhunwala joined Five Below as Chief Information Officer in January 2023. He has over 20 years of global experience in delivering large-scale digital transformation programs and leading significant application development teams. Prior to Five Below, he was a technology executive at Adidas, where he primarily served as CIO of Adidas's North America Division.

The clear emerging threat to Five Below is the rapid rise and market penetration of ultra-low-cost e-commerce platforms such as Temu and Shein, along with the growing influence of social commerce platforms like TikTok Shop. These platforms offer an extensive array of trendy products, tech accessories, home goods, and apparel at extremely low price points, often undercutting Five Below's already discounted merchandise. They directly target Five Below's core demographic of teens and pre-teens through aggressive social media marketing, gamified shopping experiences, and convenient direct-to-consumer shipping, thereby diverting consumer spending and shifting shopping habits for impulse and trend-driven purchases away from brick-and-mortar discount retailers.

Five Below (symbol: FIVE) operates within several addressable markets in the United States, offering a diverse range of products primarily targeting tweens, teens, and beyond. The estimated market sizes for their main product and service categories in the U.S. are as follows:

• Discount Retail Market: The United States discount retail market was valued at approximately $102.1 billion in 2025. Another estimate for the discount retail market in 2025 places it at $35.9 billion, with projections to expand at a Compound Annual Growth Rate (CAGR) of 10.5% from 2025 to 2033. Broader estimates suggest the U.S. discount retail market is expected to reach $1.20 - $1.30 trillion by 2025.
• Specialty Retail Market: The market size of the Small Specialty Retail Stores industry in the United States is $68.4 billion in 2025. Specialty stores are reported to account for 24% of total U.S. retail sales in 2025.
• Toys and Games Market: The U.S. toys and games market was valued at USD 30 billion in 2023 and is projected to reach USD 55.105 billion by 2032. Other estimates for the U.S. toys market are USD 29.8 billion in 2024, expected to reach USD 55.9 billion by 2033, and US$29.23 billion in 2024, projected to reach US$42.93 billion by 2033.
• Candy/Confectionery Market: The U.S. candy market was estimated at USD 16.5 billion in 2023 and is expected to grow to USD 22.9 billion by 2030. Another source indicates the U.S. candy market size was valued at USD 16.3 billion in 2023 and is poised to grow to USD 23.2 billion by 2032. The broader confectionery market in the U.S. was valued at over $83.54 billion in 2024 and the United States confectionery market size reached USD 39.9 billion in 2024, with projections to reach USD 54.1 billion by 2033.
• Tech Accessories (including Mobile Phone Accessories): The U.S. mobile accessories market size was estimated at USD 21.66 billion in 2023 and is expected to reach USD 23.22 billion in 2024. The United States mobile phone accessories market was approximately USD 29.24 billion in 2024, with an estimated growth to around USD 55.93 billion by 2034. Another report indicates the U.S Mobile Phone Accessories Market size was valued at USD 43.91 billion in 2023 and is predicted to reach USD 51.85 billion by 2030. The U.S. digital accessories market, which encompasses a broader range, was valued at USD 55.0 billion in 2024 and is projected to reach nearly USD 102.3 billion by 2034.
• Sporting Goods Market: The U.S. athletic and sporting goods market size in 2024 was USD 35.5 billion, and it is expected to reach USD 60.1 billion by 2032. The sporting goods industry in the United States was estimated at $111 billion in May 2022. The market size of Sporting Goods Stores in the U.S. is $107.6 billion in 2025. The United States Sporting Goods Market size was valued at USD 204.82 billion in 2024 and is projected to reach USD 447.05 billion by 2033.
• Arts and Crafts Market: The United States Art and Crafts Market size was valued at USD 5193.84 million in 2024 and is projected to reach USD 9052.12 million by 2033. The United States handicrafts market size reached USD 319.4 billion in 2024 and is expected to reach USD 666.3 billion by 2033. The arts and crafts market size was valued at USD 43.4 billion in 2023 and is projected to reach USD 79.2 billion by 2030. The arts and crafts market size grew from $44.47 billion in 2024 to $47.35 billion in 2025. North America, as a broader region including the U.S., holds a significant share of 40.1% of the global arts and crafts market, valued at USD 17.8 billion.
• Health & Beauty Market: The United States health and beauty retailing market was valued at USD 105.81 billion in 2024 and is expected to reach USD 149.26 billion by 2034. The Health & Beauty segment in the United States registered a market value of USD 757,543.30 million (or $757.54 billion) in 2024. The U.S. beauty and personal care products market size was estimated at USD 102.73 billion in 2024 and is anticipated to reach USD 155.44 billion by 2030. The U.S. beauty and personal care products market size was valued at USD 92.0 billion in 2023, with projections to reach USD 129.7 billion by 2030.

Five Below (NASDAQ: FIVE) is expected to drive future revenue growth over the next two to three years through several key strategies:

1. Aggressive Store Expansion: Five Below has ambitious plans to significantly increase its physical footprint. The company aims to triple its store count to more than 3,500 locations by the end of fiscal 2030. More immediately, the retailer plans to open approximately 1,000 new stores by the end of fiscal 2025, with specific targets of 400 new stores over the next two fiscal years (2024 and 2025) and approximately 150-230 new stores in fiscal year 2025 alone. This expansion includes diversifying into urban, semi-rural, grocery-anchored centers, and outlet locations.
2. Expansion of the "Five Beyond" Concept: The company is actively converting existing stores to its "Five Beyond" format, which features a broader assortment of products priced above $5. This strategy is designed to increase the average ticket size and overall sales productivity per store. In fiscal year 2023, Five Below planned to upgrade 400 existing locations to this higher-priced format.
3. Enhanced Product Assortment and "Wow" Newness: Five Below focuses on curating a relevant and exciting merchandise mix, often referred to as "wow newness," to attract its target demographic of tweens, teens, and their parents. This includes expanding categories and piloting new services like ear piercings and helium balloons in select stores. This continuous refresh of products helps drive customer engagement and repeat visits.
4. Driving Comparable Store Sales Growth: A critical driver of revenue is increasing comparable store sales, which involves both growing customer transactions and the average ticket value. The company reported a significant increase in comparable sales of 12.4% in Q2 2025, driven by both increased transactions and average unit retail price. Management has indicated expectations for comparable sales growth between 5% and 7% for the full fiscal year 2025.

Share Repurchases

• In fiscal 2024, Five Below repurchased approximately $40.0 million worth of shares.
• In fiscal 2023, the company repurchased approximately $80.0 million worth of shares.
• A share repurchase program authorizing up to $100 million for common stock repurchases is authorized through November 27, 2026.

Share Issuance

• Net proceeds from the issuance of common stock were $1.079 million in fiscal 2024.
• Proceeds from the exercise of options to purchase common stock and vesting of restricted and performance-based restricted stock units amounted to $0.34 million in fiscal 2024 and $0.288 million in fiscal 2023.

Capital Expenditures

• Gross capital expenditures were approximately $365 million in fiscal 2024 and $325 million in fiscal 2023.
• Expected gross capital expenditures for fiscal 2025 are approximately $210 million to $230 million.
• The primary focus of capital expenditures includes opening new stores, converting existing stores to the "Five Beyond" format, and investing in distribution capabilities, systems, and infrastructure. New stores typically have a payback period of about one year.