2024
9
US Dollar Stores Market Report 2024
2024-08-27T12:02:13+00:00
REP87A267DE_9299_410B_A9B5_0FF42BA1D548
3695
175458
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
Dollar stores enjoy strong penetration, with 89% of adults having shopped the channel in the last year. Importantly, more than three-quarters of dollar store shoppers understand the channel's foundational positioning…

US Dollar Stores Market Report 2024

Market Intelligence Reports - What's Included
  • Interactive Databook
  • Multiple Report Formats
  • Access to Clients Portal
  • Custom Presentation Tool

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, Reports Director
Vince DiGirolamo

Director, North America Reports

Collapse All
  1. Executive Summary

    • What you need to know
    • Market size & forecast
    • Market predictions
    • What consumers want & why
    • Challenges & opportunities
    • Challenge: dollar store shoppers are a fickle bunch
    • Opportunity: build loyalty through quality food/beverage, upscale concepts, tech advancements
    • Strategies to encourage retailer loyalty
  2. Market Dynamics

    • Market context
    • Market drivers
    • The US expanded by 1.4% in Q1 2024
    • Graph 1: quarterly real GDP growth, 2020-24
    • Annual inflation sits at 3% as of June, the lowest it has been in over three years
    • Graph 2: headline CPI and shelter CPI, 2021-24
    • The unemployment rate slightly edged up, but job growth remains solid
    • Graph 3: unemployment rate, 2019-24
    • Consumer sentiment remains down, but is expected to rebound soon
    • Graph 4: consumer sentiment index, 2022-24
    • Nearly 40% of consumers have seen their financial situations change for the better in the past year
    • Graph 5: change in financial situation over the past 12 months, 2024
    • For over a year, many households have seen their purchasing power grow due to wage growth outpacing the rise in prices
    • Graph 6: wage growth and headline CPI, 2023-24
    • Poor economy drives financially struggling shoppers to the dollar store channel
    • Graph 7: attitudes towards dollar stores, by financial situation, 2024
    • Financially insecure consumers are shopping essential categories
    • Graph 8: items purchased at dollar stores, by financial situation, 2024
    • Younger consumers present future opportunity
    • Multicultural consumers present opportunity to drive growth
    • Market size and forecast
    • Dollar stores maintain strong momentum
    • Consumers’ continued focus on value will lead to industry growth in the years ahead
    • Consumers’ continued focus on value will lead to industry growth in the years ahead (cont.)
    • Market comparison
    • Dollar stores are contributing to the growth for other general merchandise stores
    • Retail sales of general merchandise stores, by segment
    • Retailer overview
    • Dollar General
    • Dollar General is a category leader with growth of 51% since 2018
    • Dollar General launches popshelf as upscale concept
    • Dollar Tree
    • Dollar Tree and Family Dollar push past $30 billion in sales
    • Family Dollar struggles prompting a shift toward combo store formats
    • Graph 9: Family Dollar shopper, by key demographics, 2024
    • Five Below finds niche as specialty retailer within the channel
    • Graph 10: Five Below shopper, by key demographics, 2024
  3. Consumer Insights

    • Consumer fast facts
    • Consumer fast facts (cont.)
    • The dollar store consumer
    • Dollar stores have widespread reach
    • A solid constituent of dollar store shoppers are shopping more often
    • Graph 11: dollar store shopping frequency compared to last year, 2024
    • Targeting younger adults, particularly parents, is important to advancing channel sales
    • Graph 12: dollar store shopping frequency compared to last year, by parental status, 2024
    • Graph 13: dollar store shopping frequency compared to last year, by generation, 2024
    • Majority of dollar store shoppers visit several times per month
    • Graph 14: dollar store monthly shopping frequency, 2024
    • Gen Z and parents have a weekly dollar store habit
    • Graph 15: dollar store monthly shopping frequency, by generation, 2024
    • Graph 16: dollar store monthly shopping frequency, by parental status, 2024
    • Dollar store shopping tends to be a short experience
    • Graph 17: average time spent shopping at dollar stores, 2024
    • The resistant consumer
    • Continuing to attract new users will help advance channel sales
    • Graph 18: openness to shopping dollar stores, 2024
    • Opportunity to attract non-shoppers with expanded grocery and improved quality
    • Graph 19: reasons for not shopping at dollar stores, 2024
    • Retailers shopped
    • Dollar Tree attracts largest share of channel shoppers
    • Graph 20: dollar stores shopped in past 12 months, 2024
    • The dollar store channel attracts younger generations
    • Graph 21: dollar stores shopped in past 12 months, by generation, NET – any dollar store, 2024
    • Five Below is a favorite among Gen Z and younger Millennials
    • Graph 22: dollar stores shopped in past 12 months, by generation, 2024
    • Black and Hispanic consumers gravitate to dollar stores
    • Graph 23: dollar stores shopped in past 12 months, by race and Hispanic origin, NET – any dollar store, 2024
    • Black and Hispanic consumers significantly overindex shopping leading dollar store chains
    • Graph 24: dollar stores shopped in past 12 months, by race and Hispanic origin, 2024
    • A variety of dollar store retailers appeal to parents
    • Graph 25: dollar stores shopped in past 12 months, by parental status, 2024
    • Categories purchased
    • Shoppers seek out consumable products at dollar stores rather than products that require some longevity
    • Graph 26: items purchased at dollar stores, 2024
    • Women shop seasonal, party, and crafts; men more likely to buy electronics
    • Graph 27: items purchased at dollar stores, by gender, 2024
    • Clothing and electronics are popular categories with Gen Z
    • Graph 28: items purchased at dollar stores, by generation, 2024
    • Black consumers focus on perishables and BPC items
    • Graph 29: items purchased at dollar stores, by race and Hispanic origin, 2024
    • Parents are most likely to shop categories beyond essentials
    • Graph 30: items purchased at dollar stores, by parental status, 2024
    • Food and beverage purchases
    • Dollar store shoppers buy food products
    • Graph 31: food/beverage items purchased at dollar stores, NET – any items, 2024
    • Food & beverage purchases suggest impulse buys; snacks dominate food category purchases
    • Graph 32: food/beverage items purchased at dollar stores, 2024
    • Highly engaged dollar store shoppers buy more grocery items
    • Gen Zs significantly more likely than the average dollar store shopper to buy alcohol, frozen foods and produce
    • Graph 33: food/beverage items purchased at dollar stores, by generation, 2024
    • Fresh foods, like dairy and produce, have high appeal to parents
    • Graph 34: food/beverage items purchased at dollar stores, by parental status, 2024
    • Black consumers shop dollar store food categories as a necessary resource
    • Graph 35: food/beverage items purchased at dollar stores, by race, 2024
    • Shopping habits
    • The threat of big retail
    • Graph 36: attitudes toward dollar stores – competitor options, 2024
    • Upscale dollar stores provide opportunity
    • Graph 37: attitudes toward dollar stores – upscale concepts, by Hispanic origin; parental status, 2024
    • Browsing aisles and buying too much are common habits
    • Graph 38: dollar store shopping behaviors, 2024
    • Boomers browse the store
    • Graph 39: dollar store shopping behaviors, by generation, 2024
    • Few dollar store shoppers shop online, use apps or coupons
    • Graph 40: dollar store shopping behaviors – digital/coupon behaviors, 2024
    • Gen Z most likely to engage with dollar store apps and online shopping
    • Graph 41: dollar store shopping behaviors – digital/coupon behaviors, by generation, 2024
    • Attitudes toward dollar stores
    • Most shoppers understand the channel’s value positioning
    • Graph 42: attitudes toward dollar stores – shopping experience, 2024
    • Parents enjoy the thrill of the hunt
    • Graph 43: attitudes toward dollar stores – shopping experience, by parental status, 2024
    • Maintaining low price/value strategy is essential
    • Graph 44: attitudes toward dollar stores – impact of prices, 2024
    • Inflation has driven younger adults and parents to shop dollar stores more often
    • Graph 45: attitudes toward dollar stores – impact of prices, by parental status, 2024
    • Graph 46: attitudes toward dollar stores – impact of prices, by generation, 2024
    • Dollar store expectations and improvements
    • Graph 47: attitudes toward dollar stores – product offerings, 2024
    • Highly engaged demographics more likely to note improvements, but have higher expectations
    • Graph 48: attitudes toward dollar stores – product offerings, by generation, 2024
    • Graph 49: attitudes toward dollar stores – product offerings, by parental status, 2024
    • Improve penetration among men by leveraging name brands and digital features
    • Graph 50: attitudes toward dollar stores – product offerings, by gender, 2024
    • Black shoppers see channel improvements
    • Graph 51: attitudes toward dollar stores – product offerings, by race and Hispanic origin, 2024
    • Challenges for the dollar store channel
    • Graph 52: attitudes toward dollar stores – preferences; environmental impact, 2024
    • Highly engaged shoppers are among the least loyal
    • Graph 53: attitudes toward dollar stores – preferences; environmental impact, by generation, 2024
    • Graph 54: attitudes toward dollar stores – preferences; environmental impact, by parental status, 2024
  4. Innovation and Marketing strategies

    • Competitive strategies
    • Strong pipeline of promotional activity, supported by digital efforts
    • Dollar General ramps up promotional activity
    • Five Below taps online shoppers for early launch of back-to-school season
    • Dollar Tree upgrades digital presence for its brands
    • Pushing digital coupons via DG app
    • Connect with consumers to build loyalty
    • Dollar General leverages celebrity partnership
    • NASCAR brings visibility to Dollar Tree and Family Dollar brands
    • Five Below creates a unique shopping experience with in-person event
    • Innovative retailers create space for upscale concepts
    • Five Below targets young adults with inexpensive decor
    • popshelf focuses on eclectic, trendy merchandise
  5. Appendix

    • Market definition
    • Forecast methodology
    • Forecast fan chart methodology
    • Consumer research methodology
    • Consumer research questions
    • Generations
    • Abbreviations and terms

Why Choose Mintel?

Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:

  • Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
  • Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
  • Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
  • Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Below is a generic PDF sample report. Understand what you are buying.

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
  • Instant access when you pay by credit card
  • Add multiple reports to your cart to receive a discount
Add to cart

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more

Popular Related Reports

US Grocery Retailing Market Report 2025

£ 3,695

This Report explores the current state and future trends of the US grocery retail market, highlighting the impact of tariffs and technological advancements – particularly AI – on...

Find out more

US Social Commerce Market Report 2025

£ 3,695

Social commerce is growing in the U.S., contributing to the $1.4 trillion ecommerce market. Over half (51%) of consumers have already made a purchase on social media, while...

Find out more

US Mobile Retailing Market Report 2025

£ 3,695

This Report outlines the significant shift towards mobile commerce in the US, driven by increased smartphone penetration and the integration of 5G technology. Despite economic uncertainties, mobile retailing...

Find out more

US Pillows and Mattresses Market Report 2025

£ 3,695

Consumer behaviors and market dynamics are transforming the pillows and mattresses industry. Rising inflation and tariffs are influencing spending, pushing brands to focus on transparent pricing and affordable,...

Find out more

US Evolutions in Online Customer Service Report 2025

£ 3,695

This Report explores the transformative changes in online customer service, driven primarily by technological advancements and shifting consumer expectations. As of early 2025, ecommerce sales were expected to...

Find out more

US Tech in Retail Report 2025

£ 3,695

Brands and retailers are increasingly leveraging technology to improve consumer experiences, increase operational efficiency, and boost profitability. While technology is the backbone of retail, consumers are not always...

Find out more

Trusted by global industry leaders

Waitrose & Partners logo

We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.

Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.

Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
VocaLink logo

We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.

 

Andrew Neeson, Market Intelligence Manager, VocaLink
Amazon logo

Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.

Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.

Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Abacus logo

There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.

However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.

Stephen Taylor-Brown, Managing Director, Abacus
Mediacom logo

Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.

It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.

Pauline Robson, Managing Partner, Mediacom

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more