Dollar Stores Attract Well-Heeled Americans Looking to Save

To understand how Americans are coping with economic uncertainty, just look at dollar stores.

Dollar General stock has gained about 45% in 2025. (Photo: Mike Mozart Flickr) 

Sales at Dollar Tree and Dollar General rose in the most recent quarter, driven by higher-income shoppers shifting their spending to lower-cost alternatives, Brooke DiPalma reported for Yahoo Finance.

“While sales growth was strong across all income cohorts, we continue to see especially strong performance from middle- and higher-income customers,” Dollar Tree CEO Mike Creedon told investors on the company’s earnings call.

Dollar Tree said customers earning more than $100,000 made up two-thirds of its new customer base in the second quarter, up from 50% in the first. Same-store sales grew 6.5% during the quarter.

Growth was particularly strong in electronics, hardware, lawn and garden, and food. Dollar Tree also expanded its multi-price strategy with price points such as $1.35, $3, and $5 for home décor items.

The company’s stock fell 8% after its results, though shares remain up 35% this year. Dollar General stock has gained about 45% in 2025.