You’ve probably heard people say Times Square is just a giant tourist trap. Honestly? They aren't entirely wrong, but that’s also exactly why it’s one of the weirdest, most intense shopping districts on the planet. By January 2026, the landscape has shifted quite a bit. Some of the "forever" mainstays actually weren't forever, and new "theatrical" retail has moved in to take their place.
If you’re standing on 42nd and Broadway right now, looking for a place to drop some cash or just kill time before a show, here is the ground reality of what’s actually open.
The Sugar Giants: Candy as Entertainment
Basically, the biggest "shops" in Times Square aren't really stores anymore; they’re mini-theme parks that happen to sell sugar.
M&M’S World at 1600 Broadway remains the undisputed heavyweight. It is 25,000 square feet of literal chaos spread across three floors. If you want a specific color of M&M to match your living room rug, you can probably find it in those massive clear tubes. They’ve leaned hard into the "personalized" trend, so you can still get your face printed on a chocolate lentil.
Just across the way, Hershey’s Chocolate World (20 Times Square) keeps the rivalry alive. It’s a bit more "New York" themed, featuring a massive s'mores stand that smells like heaven and a "Say it with a Kiss" station.
Then there’s the Krispy Kreme Global Flagship. This place is wild. It’s got a "Doughnut Theater" where you can watch the glaze waterfall 24 hours a day. Seriously, if you have insomnia and need a hot glazed ring at 3:00 AM, this is your spot. The 15-foot rotating "Hot Now" sign is basically a lighthouse for the sugar-deprived.
Fashion and the Death of the Mega-Flagship
The retail world took a massive hit over the last year, and Times Square wasn't immune. One of the biggest shocks for 2026 was the final exit of Forever 21 at 1540 Broadway. After a second bankruptcy and stiff competition from online ultra-fast fashion, that massive multi-story space has gone dark, leaving a pretty significant hole in the Broadway corridor.
However, other giants are doubling down.
- H&M: Still a powerhouse here. They have a "Runway" experience where you can strike a pose and literally see yourself projected on the digital screens outside in the middle of the Square.
- Levi’s: They claim this is their largest store in the world. It’s about 17,000 square feet and features a massive "Tailor Shop" where you can get your denim customized by local artists.
- Old Navy & Gap: These two are still holding down the fort at 1516 Broadway. They’ve survived by becoming the go-to spot for tourists who realized they didn't pack a heavy enough coat for a New York January.
Character Culture and Fandoms
The Disney Store at 1540 Broadway is still the big draw for families, though it feels a bit lonely now that its French counterpart closed recently. It’s two stories of high-end toys and "I Love NY" Mickey gear.
For something a bit more modern, Line Friends is the place to be. If you see a massive line of people waiting to take a photo with a giant brown bear (Brown) or a small white duck (Sally), you’ve found it. It’s the epicenter for BT21 merchandise and K-pop fans. Even if you don't know who the characters are, the energy in there is infectious.
Sports and Souvenirs
If you need a "NYPD" hoodie or a Yankees jersey, you can’t throw a rock without hitting a gift shop, but most of them are overpriced junk.
Grand Slam New York at 1557 Broadway is the exception. It’s been there since the early 90s and has three floors of actual, licensed sports gear and souvenirs. It’s better than the street stalls because it actually has a return policy and doesn't smell like incense.
Pelé Soccer is also a major player now, reflecting how much the sport has grown in the States. It’s sleek, high-tech, and caters to the global crowd that flocks to the crossroads of the world.
Beauty and Tech
- Sephora: Located at 1535 Broadway, this remains one of the busiest makeup spots in the country. It’s loud, crowded, and perfectly placed for a quick touch-up before a Broadway musical.
- Peloton: While they’ve closed most of their "legacy" showrooms across the US as of late 2025/early 2026, the PSNY (Peloton Studios New York) remains an exception. It’s more of a production hub where you can take live classes, but it still maintains a retail presence for those wanting to touch the hardware.
What Most People Get Wrong
A lot of people think the "shops" are only on the ground floor. 2026 has seen a massive push toward "vertical" retail. The redevelopment of One Times Square (the ball drop building) was finally completed this month. It’s no longer just a billboard; it now houses an observation deck and a massive museum/retail experience that uses the upper floors which sat empty for decades.
Also, don't sleep on the "TSQ MKT." These are the little kiosks scattered in the pedestrian plazas. They rotate often, but you’ll find stuff like Broadway Up Close (great for theater nerds) and local artisan food that’s actually better than the chain restaurants.
Navigating the Crowd: A Pro Tip
If you actually want to shop and not just survive, go at 9:00 AM. Most of these flagships stay open until midnight or 1:00 AM, but the sweet spot is the early morning. You’ll have the M&M tubes all to yourself.
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Avoid the "performers" in the plaza who try to hand you CDs or take photos; they aren't part of the shops. Keep your bag zipped, your eyes up, and enjoy the neon.
Actionable Next Steps
- Check the One Times Square App: Since the building just reopened, you usually need a timed entry for the new museum and retail floors.
- Download Store-Specific Apps: Places like H&M and Sephora often have "Times Square Only" digital coupons because they know the competition is fierce.
- Map Your Route: Start at 42nd Street and work your way up to 47th to hit the big ones like Disney, Hershey, and M&M'S without backtracking through the crowds.