“This is the appropriate time to shift away from the constraints of the $1 price point,” Dollar Tree It also said it would add $3 and $5 items to 5,000 stores, expanding on a prior strategy. In September, Dollar Tree said it planned to begin selling items at $1.25 and $1.50 at some stores for the first time. It’s not an entirely abrupt shift for Dollar Tree, however. The company finally walked away from $1 because it was hurting business. But the $1 strategy didn’t work for the current moment.
So its move to walk away from that image was a significant shift for the company and a sign of how rising inflation and the supply chain crisis is pushing retailers to adjust long-running strategies.ĭollar Tree’s model may have worked over the past couple decades when inflation was practically nonexistent. In 2015, Dollar Tree boasted that it was “the nation’s leading operator of fixed-price point stores.” Tiffany Hagler-Geard/Bloomberg/Getty Imagesīreakfast is going to be more expensive next yearĭollar Tree was the last of the major dollar store chains that actually sold stuff for $1 and was defined by its prices. brand Cheerios cereal for sale at a store in White Plains, New York, U.S., on Friday, March 19, 2021.
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