New Report Highlights Differences Between Dollar Store Chains
Dollar stores continue to be a closely-watched channel of distribution as shoppers across multiple income levels are visiting Dollar General and Dollar Tree with regularity seeking money-saving options.
New data from Numerator shows that while both retailers enjoy a high-rate of repeat customers — 85% for Dollar Tree and 80% for Dollar General — there are notable differences between the two. (Dollar Tree data shared by Numerator includes Family Dollar, which was recently sold to a private investment group.)
In 2024, 79% of U.S. households shopped at Dollar Tree at least once, outpacing Dollar General, which came in at 60%. But Dollar General shoppers bought more, making 27 purchases and spending a total of $522. The average Dollar Tree shopper made 20 purchases and spent $290 in 2024.
There are also some noteworthy demographic differences between the two dollar retailers. According to Numerator, white and black consumers are more likely to shop at Dollar General, while Asian consumers are the demographic least likely to shop at the retailer. At Dollar Tree, Black and Hispanic consumers are more likely to shop at the retailer.
Dollar General shoppers are 19% more likely to be Boomers+ and 14% more likely to be low income compared to all U.S. consumers. Dollar Tree shoppers are 11% more likely to be Boomers+ and 9% more likely to be low income compared to all U.S. consumers.
In terms of geography, 42% of Dollar General shoppers live in rural areas while 38% of Dollar Tree shoppers live in suburban areas.
