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Dollar General is finally selling more items for just $1 again, as shoppers continue to look for ways to save money amid rising costs.
The discount retailer announced that customers will soon find more than 2,000 items priced at $1 or less across its stores after years of expanding into higher price points.
CEO Todd Vasos revealed the move during a June 2 earnings call, saying the company is increasing its focus on budget-conscious shoppers while expanding value offerings throughout its stores.
Dollar General brings back more $1 products
While Dollar General built its brand around $1 pricing, the retailer began moving beyond that model in 2019 when it introduced products priced at $1.25 and above.
The company later expanded that strategy by adding merchandise at $3, $5, and $7 price points, allowing stores to stock a wider variety of products, including frozen foods, bread, and other household essentials.
The shift came as the retailer looked to broaden its selection and increase customer spending. At the same time, inflation pushed prices higher across much of the retail industry.
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According to Vasos, economic pressures continue to drive customers toward discount stores.
“When that [gas] price hits that $4 mark and then crosses it and then sustains for a while, you start to see that trade-in come in and you start to see that our core customer needs us most,” he said.
As part of its renewed focus on affordability, Dollar General has expanded its frozen food section with a dedicated area called Value Valley. The section features more than 500 rotating products priced at $1, including food, seasonal items, and health and beauty products.
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The retailer is also continuing to grow its private-label Clover Valley brand, which focuses on lower-cost household staples and grocery items.
“Our customers can’t afford to make a mistake when shopping. They need the value that our private brands offer, but with the assurance that the products will meet or exceed their quality expectations,” said Angela Martin, vice president of consumer insights and branding.
“Customers don’t want to feel like they are settling.”
Dollar Tree is another budget-focused store that has adjusted its offerings over the years and continues to offer items as high as $7, which is well over its $1.25 base price.
