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As more major retailers post earnings, one theme is clear — value players are winning both the wealthy and the cash-strapped.

Walmart

and T.J. Maxx’s parent company TJX

stood apart from the pack this week by hiking their full-year forecasts and expressing optimism about the start of the holiday season. Both said sales have grown as they win shoppers across the income spectrum, on the same week other major U.S. retailers Home Depot