Dollar General customers spend more than Dollar Tree ones

A new study looks at purchase data and shopping patterns at the country’s leading extreme discounters.

In 2024, 79% of U.S. households shopped at Dollar Tree at least once, while 60% of U.S. households shopped at Dollar General at least once, according to a report by Numerator.

The findings come as Dollar Tree has entered into an agreement to sell its Family Dollar business for $1 billion to private-equity investors Brigade Capital Management and Macellum Capital Management.

Here’s a look at the Numerator insights.

Dollar Tree

The average Dollar Tree shopper (includes Family Dollar) spent $290 at the retailer last year, making 20 purchases.

Also:

•Dollar Tree saw an 85% repeat rate for customers.

•38% of Dollar Tree shoppers live in suburban areas.

•Dollar Tree shoppers are 11% more likely to be boomers-plus and nine times more likely to be low-income compared to all U.S. consumers.

•Black and Hispanic consumers are more likely to shop at Dollar Tree compared to all U.S. consumers.

Dollar General 

The average Dollar General shopper spent $522 at the retailer last year, making 27 purchases. 

Also:

•Dollar General saw an 80% repeat rate for customers.

•Dollar General shoppers are 19% more likely to be boomers-plus and 14% more likely to be low-income compared to all U.S. consumers.

•White and Black consumers are more likely to shop at Dollar General, while Asian consumers are the least likely demographic to shop at the retailer, compared to all U.S. consumers.

•42% of Dollar General shoppers live in rural areas.

Numerator’s Retailer, Restaurant & Brand Snapshots provide a look at key shopping metrics and shopper profiles for a variety of U.S. retailers.