T.J. Maxx’s Recession-Proof Pricing Strategy, Explained TJ Maxx offers discounted name-brands and a treasure hunt experience. A decades-old TJ Maxx commercial promises customers “the max for the minimum price” and says the store is “never the same place twice.” WSJ explains how the off-price retailer uses consumer psychology to convince customers that they're getting a bargain. | Spring Valley RoadDog | Facebook