US EditionDollar Tree tries to lure wealthy
Nearly half of new Dollar Tree stores open in ZIP codes with median incomes over $100,000 as the chain raises prices up to $7 to attract affluent shoppers.
- On opening day at the new Plano location, Dollar Tree's 9,000th store opened near luxury dealerships, with three Range Rovers in the parking lot.
- Since 2019 Dollar Tree raised its base price to $1.25, sells items up to $7, renovated over 100 stores, and targets households earning over $100,000.
- Bloomberg's analysis matched store numbers to investor reports and compared ZIP incomes using U.S. Census 5‑year ACS data, with 2024 and 2025 figures inflation‑adjusted from 2023 dollars.
- The strategy helped company finances, with revenue rising over 10% in 2025, the stock up 67%, and $1 billion in potential extra sales from one additional visit per shopper.
- Dozens of small towns have moved to restrict new stores as dollar stores face criticism for poor conditions and undercutting local shops amid the broader retail trend of 'trading up'.
26 Articles
26 Articles
Waterloo Cedar Falls Courier
Even Dollar Tree is going after rich shoppers now
Dollar Tree’s 9,000th store opened within a few miles of a Louis Vuitton and a steakhouse selling $525 Wagyu beef.
Dollar Tree courting wealthier shoppers
Dollar Tree’s 9,000th store opened last year within a few miles of a Louis Vuitton, a steakhouse selling $525 Wagyu beef and Audi, Porsche and Ferrari dealerships, where the average car costs more than what a typical Dollar Tree shopper…
Dollar Tree expands into wealthier neighborhoods
Dollar Tree's 9,000th store opened last year within a few miles of a Louis Vuitton, a steakhouse selling $525 Wagyu beef and Audi, Porsche and Ferrari dealerships, where the average car costs more than what a typical Dollar Tree shopper…
Montana Standard
Dollar Tree tries to lure wealthy
Dollar Tree's 9,000th store opened last year within a few miles of a Louis Vuitton, a steakhouse selling $525 Wagyu beef and Audi, Porsche and Ferrari dealerships, where the average car costs more than what a typical Dollar Tree shopper…
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