Shoppers at Dollar General spent significantly more on average than those at Dollar Tree in 2023, according to new data released by consumer insights firm Numerator.
Despite Dollar Tree attracting a greater share of US households, 79% compared to Dollar General’s 60%, it was Dollar General that saw higher spend and shopping frequency per customer.
On average, Dollar General shoppers made 27 trips to the retailer last year and spent a total of $522.
In comparison, the typical Dollar Tree customer, including Family Dollar, made 20 visits and spent $290 in total.
Demographics also varied notably between the two chains. Dollar General’s customer base was 19% more likely to be boomers-plus and 14% more likely to be low-income compared with the average US shopper.
The chain had stronger appeal among white and black consumers, while rural shoppers made up 42% of its customer profile.
Meanwhile, Dollar Tree shoppers were 11% more likely to be boomers-plus and nine times more likely to be low-income than the broader population.
Suburban households accounted for 38% of its traffic. Dollar Tree also had higher representation among Black and Hispanic consumers.
Both retailers demonstrated strong customer loyalty, with Dollar Tree seeing a repeat shopping rate of 85%, slightly ahead of Dollar General’s 80%.
The report comes amid major changes in the discount sector, following Dollar Tree’s decision to offload Family Dollar in a $1 billion deal with private equity firms Brigade Capital Management and Macellum Capital Management.
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