Affluent shoppers are now driving dollar-store growth
The most striking change is who is walking through the doors. Higher earners, not just low-income families, are increasingly responsible for the new traffic and sales growth at discount chains. Reporting on value retailers shows that middle and higher income consumers are now a key engine of expansion, with shoppers who once treated these stores as a last resort now visiting them by choice as they look for ways to stretch their money without sacrificing volume or quality, a trend detailed in coverage of middle and higher income consumers.
At Dollar Tree, the shift is especially visible in the numbers. Customers earning more than $100,000 are now the majority of the chain's new shoppers, a sharp break from the stereotype that only the most cash-strapped rely on single-price aisles. In fact, reporting notes that Customers earning more than $100,000 make up most of Dollar Tree's recent additions, and that $100,000 threshold has become a shorthand for the new, more affluent face of discount shopping.
Dollar Tree and Dollar General are tailoring the bargain for the rich
Retailers are not passive observers in this shift, they are actively courting the new money walking their aisles. Dollar Tree has been expanding its assortment beyond basic pantry staples, adding more branded goods, seasonal décor, and small luxuries that appeal to shoppers who might also browse Target or Costco. The company's own online storefront showcases that evolution, with Dollar Tree promoting everything from party supplies to name-brand snacks in bulk, a mix designed to feel less like an emergency stop and more like a deliberate stock-up trip for budget-conscious families at every income level.
Dollar General is following a similar playbook, using a broader product mix and more convenient locations to pull in both rural and suburban households. Its website highlights grocery staples, household cleaning products, and personal care items that can replace a traditional supermarket run, and the chain's digital presence underscores how Dollar General is positioning itself as a one-stop value destination. Reporting on recent earnings shows that Dollar General and Dollar Tree are benefiting from this strategy, with affluent shoppers seeking out deals and customers from a range of backgrounds turning to discount retailers to stretch their budgets, a trend detailed in coverage of how Dollar General and Dollar Tree are winning in a tough economy.
Wealthy shoppers are flocking to dollar stores amid a crunch |
