Shares of Dollarama (DOL.TO) are hitting all-time highs, and RBC Capital Markets sees more room for the stock to run as holiday shoppers hunt for bargains.

The Montreal-based discount retailer sells a broad assortment of low-cost household products, packaged food, and seasonal items. The company has over 2,700 locations in seven countries. Latin America and Australia are its biggest markets outside of Canada.

RBC’s Irene Nattel says value remains top of mind for many shoppers in a tough economy this holiday season. She estimates Halloween shopping and sales of Toronto Blue Jays gear during the team’s recent World Series run will work out to a 5.5 per cent jump year-over-year in same-store sales for the three months ended Nov. 2.

Dollarama is due to report third-quarter financial results before markets open on Dec. 11.

“Let it dough, let it dough, let it dough,” Nattel wrote in a note to clients on Thursday.

“The evolution of consumer sentiment and spending remains unknown, but Dollarama’s deep value positioning should continue to appeal to a broad base of consumers, in our view a key relative advantage sustaining both relative earnings growth and valuation.”

Toronto-listed shares finished 1.24 per cent lower at $199.95 on Friday. The stock has retreated slightly since closing at an all-time high on Tuesday, above $203.

Nattel boosted her price target to $220 per share on Thursday from $212, while maintaining an “outperform” rating.

“In our view, DOL is uniquely positioned to continue gaining share of wallet and generate sector-leading results as consumers hunt for value,” she added.

Jefferies analyst Corey Tarlowe expects Dollarama will book a more modest 4.5 per cent same-store sales increase in the third quarter. This closely watched retail industry metric, also called “comparable sales,” strips out the impact of locations opening and closing by focusing on stores that have been running for a set period of time, in this case, one year.

“We believe DOL’s strong value positioning will support steady performance, even amid macro uncertainty,” he wrote in a research note earlier this month. “Our index suggests continued strength in consumables and seasonal categories, with solid execution.”

Tarlowe has a “buy” rating on Dollarama shares, with a $223 price target.

Last month, Dollarama CEO Neil Rossy purchased over $10 million worth of company shares, according to regulatory filings. The System for Electronic Disclosure by Insiders shows Rossy bought nearly 60,000 shares in a series of transactions at an average price of $174.93 between Oct. 10 and Oct. 14.