Core Insights - Dollar Tree has shifted from its traditional $1 pricing model to a multi-price strategy to attract a broader consumer base, including higher-income shoppers [1][3][4] Group 1: Consumer Demographics - 10.3% of consumers earning $100,000 or more now shop at Dollar Tree, up from 5.6% in 2021, indicating a growing appeal to higher-income shoppers [2] - Persistent inflation has pressured higher-income consumers to seek value, leading them to Dollar Tree [2][3] Group 2: Pricing Strategy - Dollar Tree's CEO highlighted that the company's multi-price assortment is designed to meet consumer needs in a budget-constrained environment [3] - The introduction of higher price points, including $5 and $7 items, marks a significant shift from the company's original pricing strategy [7] - The move to diversify pricing could alienate budget-conscious shoppers who may find the new prices unaffordable [4][8] Group 3: Market Positioning - The company aims to maintain its value proposition while expanding its product range, but this strategy carries risks of losing its core customer base [4][6] - In 2024, Dollar Tree acquired 170 leases from 99 Cents Only Stores, indicating a strategic move to strengthen its market presence [9]