Dollar Tree’s Price Increase – Where are lapsed trips shifting to and why?
In January, Numerator fielded an Instant Survey to 208 Dollar Tree shoppers in Virginia where the $1.25 price increase had already rolled out.
Our main takeaways:
- Dollar Tree is at risk of losing trips to other retailers as its price increase reduces the perception of convenience over time.
- Groceries, Household Products, and Office/School Supplies are the most at risk categories as shoppers switch to buying elsewhere.
- Big box retailers such as Walmart and Target will benefit as they capture lapsed Dollar Tree trips.