Big Lots tries to tap into that psyche with its first national TV advertising. The ads feature Jerry Van Dyke, who played the friendly, frugal assistant on the hit TV show Coach. Van Dyke gets shoppers excited about deals at Big Lots.

The discounts can be large. Last week, for example, stores had 50- inch, high-definition Samsung plasma TVs for $3,888, down from the suggested list price of $7,000. Big Lots works with 3,000 consumer- goods makers to snap up inventory oversupplies, discontinued models such as TVs or old package designs that are pulled from other retail outlets but are suitable for sale at Big Lots at deep discounts.

Big Lots needed to get its name out there. The chain recently converted all its stores to the Big Lots name after expanding by buying several regional closeout retailers. The 1,400-store chain has run local TV ads for years but now has enough size under one name to make national ads work.