Dollar General sees increase in higher-income shoppers looking to stretch their dollars

Core Insights - Dollar General is attracting more higher-income households as consumers become more price-sensitive due to economic concerns [1][2][9] - The company reported that new customers are shopping more frequently and spending more per visit compared to last year, with a notable increase in discretionary spending [1][5] - Despite the influx of higher-income customers, the core customer base remains financially constrained, with 60% indicating they may need to sacrifice necessities in the coming year [6] Customer Demographics - The percentage of middle- and higher-income earners shopping at Dollar General has reached its highest level in four years [5] - CEO Todd Vasos expressed optimism about the company's ability to grow its market share among a diverse customer base [5] Market Trends - Economic pressures, including persistent inflation, are driving higher-income households to discount retailers [9] - Retailers are adapting their strategies to appeal to a broader income base, with Dollar General expanding its partnership with DoorDash to enhance delivery convenience for affluent shoppers [9] - Dollar Tree is also targeting higher-income customers by introducing more discretionary items at $3 and$5 price points [9]