More Wealthy Americans Are Shopping at Dollar General: Here’s Why That Could Be a Bad Thing
Written by
Heather Altamirano
Edited by
Molly Sullivan
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Savvy shoppers know good deals are typically found at Dollar General, but now the discounted retailer is finding a surprisingly new customer base — wealthy Americans. According to a spokesperson for the chain, sales increased 2.4% last quarter and the company has upped its profit forecast, CNN reported.
Dollar General stores are often located in rural areas where the average customer makes $40,000 or less a year, but that’s now changing.
“We have seen increased (growth) from both middle and higher income customers,” said CEO Todd Vasos per CNN. “Our data shows that new customers this year are making more trips and spending more with us compared to new customers from last year.
While that’s good news for Dollar General, it could be a bad sign for the economy.
Americans Are Feeling the Economic Pain
Inflation has drained the wallets of many over the last few years and now with the market instability and President Donald Trump’s tariffs, Americans are financially strained. And it’s not just working-class families feeling the pinch.
“Wealthier households shifting spending habits means confidence is dropping and people are bracing for higher costs or financial instability,” according to Danny Ray, founder of PinnacleQuote: The Life Insurance Experts said. “In fact, it’s a signal that consumer trust in the economy is softening, even if Wall Street numbers look strong on the surface.”
There’s Cause for Concern
Many were hopeful that Elon Musk and the Department of Government of Efficiency would save taxpayers money, but with the recent departure of Musk and the public blowout between him and Trump, there’s reason for concern.
“Honestly, more than just a little,” Ray said.
“When people with disposable income start tightening their belts, it often hints that the middle and lower classes are already stretched thin,” he explained. “Furthermore, if tariffs continue to push prices up, we could see a chain reaction, smaller businesses cutting jobs, families delaying big purchases, and debt levels rising.”
How To Prepare for Tariffs
It’s no secret that companies are struggling with the extra costs of tariffs, which are handed down to consumers. Dollar General is addressing this issue.
“We expect tariffs to result in some price increases as a last resort, though we intend to work to minimize them as much as possible,” Vasos said.
As a result, it’s important to budget accordingly and more intentionally.
“Lock in fixed-rate services, buy nonperishables in bulk before prices spike, and pay down high-interest debt,” Ray explained. “Also, it’s smart to build a cash buffer, three to six months of expenses if possible.”
It’s been a rollercoaster with so many new policies and economic shifts, but financially preparing now gives you some control amid instability.
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