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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 , Lowe's and Target cut their profit outlooks and said they saw reluctance to make large purchases.

In an interview with CNBC, Walmart Chief Financial Officer John David Rainey said the big-box retailer has seen "value-seeking and cho

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