Dollar Tree says the majority of its new customers earn at least $100,000 a year

Core Insights - Dollar Tree reported that 60% of the 3 million new households shopping in Q3 came from those earning over $100,000 annually, indicating a shift in customer demographics [1] - The trend reflects a widening economic divide, with cumulative inflation rising approximately 25% since 2020, while wage growth has lagged for most households [2] - Dollar Tree's same-store sales grew by 4.2%, with 85% of sales priced at $2 or less, highlighting the increasing reliance of lower-income households on discount retailers [3] Company Performance - Dollar General also noted similar trends, with CEO Todd Vasos mentioning disproportionate growth from higher-income households, resulting in a 2.5% increase in same-store sales and a 44% rise in net profit to $282.7 million [4] - Five Below raised its profit outlook for the year, driven by demand for budget-friendly goods amid a weaker labor market [4] Economic Context - Analysts describe the current economic situation as a "K-shaped" economy, where the top 10% to 20% of income earners are driving consumption growth, while the bottom 80% face financial strain [5] - Kroger's earnings report echoed these findings, with CEO Ron Sargent noting strong spending from higher-income households while middle-income customers are increasingly pressured, leading to smaller, more frequent shopping trips [6] - U.S. household debt reached a record $18.59 trillion in Q3 2025, with rising credit card delinquencies, indicating financial strain across various income groups [6]