Big Lots embodies a friendly and approachable brand voice, characterized by a warm, welcoming tone that resonates with value-conscious consumers. The brand focuses on delivering a message of affordability and accessibility, emphasizing great deals on a wide variety of products, from home goods to furniture. Big Lots aims to create a sense of community and trust, often incorporating a playful and upbeat attitude that engages customers and encourages them to explore and discover unique finds. Overall, the brand's voice reflects a commitment to making shopping a positive and rewarding experience for its audience.