Costco and TJX crushed rivals in an inflationary world. What happens as prices come down?

A person goes through a note pad while shopping for items at a Costco Wholesale store on September 6, 2023 in Colchester, Vermont.

Robert Nickelsberg | Getty Images

Costco and TJX Companies should be able to manage the emerging transition to deflation by leveraging their deep value propositions to get customers to buy more. As inflation headwinds continue to ease, and perhaps at some point become tailwinds, their competitors will be able to better compete on price. So, Costco and TJX-owned T.J. Maxx, Marshalls and HomeGoods must stay on their games.