US Dollar Stores Market Report 2024

Dollar stores and general merchandise stores continue to grow in sales and are estimated to generate almost $112 billion in 2024, up 38% from 2019. Since inflationary pressures, consumers have been more inclined to shop for value and discounts.

Dollar store market share

Mintel estimates that Dollar General and Dollar Tree stores account for about two-thirds of the total category. 52% of all consumers state they shopped at Dollar General in the past year, and the company has posted growth that exceeded expectations in 2024.

Dollar Store Shopper Trends

• Dollar stores continue to expand reach. Not only this, but consumers who say they’re shopping “more often” at dollar stores are more than four times greater than those “shopping less often”. There is a challenge for dollar store brands, and that’s to create a unique identity. This is because over half of dollar store shoppers say they’re not loyal to any particular dollar store.
• The leading reasons for not shopping at dollar stores relate to quality and product selection. While dollar stores can’t replace grocery stores, upgrading food and beverage offerings might allow dollar stores to step in as a supplement for everyday grocery purchases, especially with fresh food or local partner offerings.
• Gen Z consumers are turning to dollar stores for fast fashion and electronics. While older generations use dollar stores for household or party supplies, Gen Z shop for new clothes and electronics, outpacing all other generations for these categories. Retailers can use social media and influencer partnerships to generate interest in the clothing at dollar stores, amplifying the sense of a good find.

What’s Next for Dollar Stores?

The dollar store market is expected to continue growing. With increased acceptance and frequency of visits, competition is expected to sharpen. The emergence of innovations around upscale concepts and tech will drive interest.

Buy the full report for a complete analysis of the dollar store industry now and ahead. You can also browse our other retail market research.

Core Topics Analyzed

• Market factors impacting dollar stores.
• Opportunities for retailers to improve the dollar store shopping experience.
• Overall engagement with dollar stores.
• Changes in shopping frequency of dollar stores in the last year.
• Frequency of dollar store visits in a given month and duration of shopping experience.
• Barriers to engagement for dollar-store-resistant shoppers.

Report Scope

For the purposes of this Report, dollar stores are defined as retailers selling deeply discounted merchandise including name brand and private label products such as food, household supplies, health and beauty care and more, typically ranging in price from $1-20. Some dollar stores are known as single-price stores, offering one price for all merchandise in stores. Dollar stores include but are not limited to:

• Dollar General
• Dollar Tree
• Family Dollar
• Five Below
• 99 Cents Only
• popshelf

Meet the Expert

Vince joined Mintel in 2019 and currently oversees Retail, eCommerce, and Financial Services North America Reports. He has an agency background focusing on brand strategy and consumer research (often using Mintel as a go-to resource). He has a passion for understanding how consumers think, feel, and behave – and sharing this knowledge with clients.

An evolving inventory of inexpensive unique items and brand names turns dollar store shoppers into treasure hunters who value low price over anything else.

Vince DiGirolamo
Director, North America Reports