Comic Store Heroes is set in Midtown Comics in Manhattan, the largest comic book store in the United States. The program focuses specifically on Gerry Gladston, one of the store's five co-founders, and two of his employees, marketing manager Thor Parker, and pricing expert Alex Rae. Parker and Rae's competition for Gladston's attention will constitute some of the conflict in the narratives. Other plot points will include Gladston assigning Rae the task of tracking down a difficult-to-find copy of the comic book that began his childhood love of comics, and the store's preparation of their booth at the New York Comic Con.