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.