Is Dollar General’s New Stores that Target Wealthier Customers Coming to Your Neighborhood?

Don’t look for it in rural areas

Dollar General stores seem to be everywhere. That’s not an exaggeration considering approximately 75% of Americans live within 5 miles of a Dollar General. Their 18,000th store opened in Gulf Shores, Alabama in November 2021 — with more to come. But Dollar General Corp. is also opening new discount stores called Popshelf which targets wealthier suburbanites.

While Dollar General’s core customers have an annual income average of $40,000 or less, most shop for food and necessities like laundry detergent, toilet paper, and cleaning supplies. Conversely, Popshelf targets females from diverse suburban communities whose yearly household income totals $50,000–125,000 and desire to shop for things they don’t necessarily “need,” but want. Popshelf strives to create a shopping experience where the customer feels like they are pampering themselves, but without the guilt, since the majority of items are priced $5 or less.

Popshelf stores have a fun vibe with bright, cheerful colors. The merchandise is constantly changing, creating the feeling of being on a treasure hunt. What is on the shelves this week, might be gone the next. Popshelf offers less food and more home décor, health and beauty…