Published on Feb. 17, 2026

Got story updates? Submit your updates here. ›

Dollar Tree is opening new locations in more affluent neighborhoods across the U.S., targeting high-earning shoppers and shedding its reputation as a store catering solely to low-income customers. The retailer is offering higher-priced products, taking over prime real estate previously occupied by other chains, and attracting a growing number of six-figure income customers.

Why it matters

Dollar Tree’s move into wealthier areas signals a shift in the discount retail landscape, as chains seek to attract higher-spending customers. This strategy could reshape real estate and shopping patterns in some communities, while also challenging the traditional ‘dollar store’ stigma.

The details

Nearly half of Dollar Tree’s new locations over the last six years have opened in wealthier ZIP codes, compared to just 41% in prior years. The retailer has expanded into prime real estate previously occupied by chains like CVS and Walgreens, offering products priced up to $7 – a significant increase from its original $1 model. Shoppers earning over $100,000 made up 60% of Dollar Tree’s 3 million new customers last quarter, though the company is also still growing in lower-income areas.

In May 2025, Dollar Tree opened its 9,000th North American store in the affluent Plano, Texas area.In 2019, Dollar Tree began offering products priced up to $5, a shift from its traditional $1 model.In 2025, Dollar Tree raised its maximum product price to $7.
The players

Dollar Tree

A discount retail chain that is expanding into wealthier neighborhoods and offering higher-priced products in an effort to attract a more affluent customer base.

Michael Creedon

The CEO of Dollar Tree, who acknowledged the company had been ‘locked into a little bit of that stigma of the dollar store’ and is working to change that perception.

Jocy Konrad

A Dollar Tree executive who said the company is taking advantage of vacant storefronts on prime real estate corridors and corners once established by retailers like CVS and Walgreens.

Got photos? Submit your photos here. ›
What they’re saying

“Everything’s kind of drifted up”

— Michael Creedon, CEO, Dollar Tree (Bloomberg)

“For us to be able to now capture some of those corners as they exit the market, it is critical to our success”

— Jocy Konrad, Dollar Tree Executive (Community Impact)

What’s next

Dollar Tree plans to continue expanding its footprint in wealthier neighborhoods, aiming to attract more high-earning customers and further shed its ‘dollar store’ stigma.

The takeaway

Dollar Tree’s move into affluent areas signals a strategic shift in the discount retail industry, as chains seek to attract higher-spending customers and reshape their public image. This strategy could have significant impacts on real estate, shopping patterns, and perceptions of discount stores in many communities.