Dollar Store Shoppers: Do You Really Know Who They Are?

Even as the economy improves it's clear that dollar stores (whether 99? or $1.00+ formats) are here to stay - a legitimate fifth retail channel.

For those who need to stretch their budget, the price is right, and the shopping experience easy, edited and convenient. For those who don't, it's the thrill of the hunt that keeps them coming back.

Who is your customer? If it's 57% of the population with household incomes under $50K/year, you need to watch dollar stores very closely.

If your products or stores skew to middle or upper income households, the concern is less... but still significant - especially as dollar stores carry more and more national brands. Upper income shoppers may go in for the thrilling trinket but come out with a brand name product they might have bought elsewhere (at your store, perhaps?)

    The PULSE