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Dollar Tree Targets Wealthy Shoppers with New Store Strategy

2/17/2026

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Summary

Story summary

Dollar Tree is shifting strategy by opening stores in affluent neighborhoods to attract wealthier customers.
Nearly half of its new locations in the past six years are in wealthier ZIP codes, where high earners drive spending.
The retailer opened its 9,000th store in Plano, Texas, near luxury brands.
CEO Michael Creedon of Dollar Tree said wealthier shoppers, who accounted for 60% of new customers last quarter, spend more per visit.

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Story summary

Dollar Tree is shifting strategy by opening stores in affluent neighborhoods to attract wealthier customers.
Nearly half of its new locations in the past six years are in wealthier ZIP codes, where high earners drive spending.
The retailer opened its 9,000th store in Plano, Texas, near luxury brands.
CEO Michael Creedon of Dollar Tree said wealthier shoppers, who accounted for 60% of new customers last quarter, spend more per visit.