You’ve probably seen the yellow and black sign at the edge of town. For years, Dollar General was the undisputed king of the "fill-in" trip. It was where you went for a gallon of milk when you didn't want to deal with the Walmart parking lot. But things have changed.
The dollar general customer behavior shift isn't just a corporate buzzword found in an earnings call. It is a fundamental rewiring of how Americans buy bread, soap, and—surprisingly—home decor.
Honestly, the numbers are a bit of a head-scratcher. In late 2025, Dollar General reported same-store sales growth of 2.5%. That sounds great, right? But the "why" behind that growth is where it gets weird. People are coming in more often, but they are buying less every time they visit.
💡 You might also like: 15000 eur to usd: Why You Get Less Than You Think
The Rise of the Trade-In Shopper
Middle-class families are moving in. That’s the big secret.
Todd Vasos, the CEO who returned to steady the ship, recently noted that the company is seeing "disproportionate growth" from households earning over $100,000 a year. These aren't the traditional "core" customers who live on less than $40,000. These are people who used to shop at Target or Kroger but are now feeling the "inflation fatigue" that has defined the last few years.
They are "trading down."
It’s not that they can’t afford a $6 box of cereal; it’s that they’re tired of paying it. So, they go to Dollar General for the $1.00 "Value Valley" items.
But there is a darker side to this dollar general customer behavior shift. While the wealthy are trading down into the store, the poorest customers—the people the brand was built for—are "trading out" or simply going without.
When Necessity Gets Redefined
What counts as a "need" anymore?
If you talk to Nick Pretnar from the Laboratory for Aggregate Economics and Finance, he’ll tell you that the definition of a necessity is flexible. For a family earning $80k, fabric softener is a necessity. For the core Dollar General customer earning $35k, fabric softener is the first thing to get cut.
Then goes the brand-name detergent.
Then the snacks.
We are seeing a trend where shoppers are increasingly focused on "consumables"—the stuff you use up and have to replace, like toilet paper and eggs. In 2025, Dollar General’s "non-consumable" categories like home goods and apparel actually started to rebound, but largely because of those higher-income shoppers looking for cheap ways to spruce up their homes.
🔗 Read more: 230 000 yen to usd: Why Timing Your Exchange Matters Right Now
The core customer? They are buying $1 packs of 4-roll toilet paper because they don't have the $15 upfront for the 24-pack at a big-box store.
The End of Self-Checkout and the Return to Basics
One of the most drastic changes in 2024 and 2025 was the death of self-checkout.
Remember when every store wanted you to be your own cashier? Dollar General realized it was a disaster. It wasn't just about "shrink" (the industry term for theft and lost items), though that was a huge part of it. It was about the experience.
The dollar general customer behavior shift included a massive frustration with cluttered aisles and ghost-town registers.
- Labor Investment: The company poured money back into actual human beings at the front of the store.
- Shrink Mitigation: By removing self-checkout in most locations, they saw a 108 basis point improvement in profit margins.
- Stocking: They finally started moving those "cages" (the big metal rolling carts) out of the aisles so people could actually walk.
Basically, the "Back to Basics" strategy was a realization that if you make the store a mess, even the most budget-conscious shopper will eventually leave.
Digital is No Longer Optional
For a long time, dollar stores were digital dinosaurs. Not anymore.
One of the most surprising parts of the dollar general customer behavior shift is the adoption of delivery. By the end of 2025, the company expanded delivery via Uber Eats and DoorDash to over 10,000 locations.
Think about that. The store known for being "just around the corner" in rural America is now being delivered to the porch.
This appeals to two very different groups:
- The lower-income shopper who might not have a reliable car or the gas money to make multiple trips.
- The higher-income, time-crunched parent who needs diapers now and doesn't mind the convenience fee.
What This Means for Your Wallet
If you’re watching this shift, there are a few things you should know about how to shop these stores effectively in 2026.
First, watch the unit price. Dollar General is famous for smaller pack sizes. A $1.00 box of detergent looks like a steal, but if you look at the price per ounce, it’s often 20% more expensive than the giant tub at a warehouse club. It's a "poverty tax" for those who can't afford the bulk buy.
Second, the "Value Valley" is real. The company committed to keeping over 2,000 items at $1.00 or less. If you are looking to trim your grocery bill, that is your target zone.
Third, check for produce. By the end of 2026, hundreds more stores will have fresh fruits and vegetables. This is a game-changer for "food deserts" where the local dollar store is the only place to get food for miles.
Final Takeaways for the 2026 Shopper
The reality is that Dollar General has become the "economic canary in the coal mine." When they do well, it usually means the middle class is struggling.
The dollar general customer behavior shift shows us that brand loyalty is dead, replaced by a ruthless search for the lowest absolute price point. People aren't just looking for value; they are looking for survival.
Actionable Steps for Navigating the New Retail Landscape:
- Download the App: The digital coupons are the only way to make the "non-dollar" items actually competitive with Walmart.
- Audit Your "Necessities": Do what the core DG customer is doing—look at your recurring purchases and ask if you're buying a brand or a function.
- Track Your Unit Prices: Don't be fooled by the $1.00 sticker. Always check the price per ounce to ensure you aren't paying more for the convenience of a smaller pack.
- Shop Early in the Week: With the shift toward more labor and better stocking, shelves are most likely to be full on Tuesday or Wednesday, rather than the chaotic weekend rush.
The store is changing because we are changing. Whether it's the six-figure earner looking for a deal on party supplies or the rural family trying to make a SNAP payment stretch, the yellow sign is the new town square.