Even Six-Figure Earners Are Shopping at Dollar General—Here’s Why

A $100,000 salary might sound like enough to avoid worrying about everyday purchases, but groceries, gas, housing, and other bills can take up a surprising share of that income. Dollar General says more shoppers earning six figures are turning to its stores for lower prices as inflation continues to strain household budgets.

According to a report from TheStreet, CEO Todd Vasos has noticed a change in shopping habits across different income groups. Customers who once visited discount stores only now and then are making them a more regular part of their shopping routine.

Six-Figure Earners Are Becoming Regular Dollar General Shoppers

During a recent investor conference, Vasos said the company was hearing from more customers earning $100,000 or more who felt less financially comfortable than their salaries might suggest. Rising everyday expenses are prompting these shoppers to pay closer attention to prices and look for ways to cut spending.

Vasos also described the trend during Dollar General’s second-quarter earnings call, saying some higher-income customers were moving from occasional visits to more regular shopping trips. They are looking for lower prices on everyday necessities and other household purchases.

This doesn’t mean every household earning six figures is struggling to pay its bills, but it does show that discount shopping appeals to a wider range of customers. For some families, shopping at Dollar General is becoming a routine way to keep everyday costs in check.

Inflation Is Changing How People Fill Their Carts

Dollar General’s lower-income customers are also changing how they shop as household budgets get tighter. Vasos said some are visiting more often but buying fewer items each time, reflecting the need to manage spending from one paycheck to the next.

Customers with higher incomes are also adjusting their habits by adding discount stores to their usual shopping stops instead of buying everything at their regular retailers. The financial pressure can look different from one household to another, but shoppers across income groups are paying closer attention to what they spend.

Dollar General Is Adding More $1 Merchandise

As customers look for lower prices, Dollar General is putting more attention on its low-cost products. During its second-quarter earnings call, the company reported that comparable sales in its Value Valley assortment, which features $1 items, grew by more than 16%.

The retailer also said it planned to increase its selection of seasonal dollar-priced merchandise by 40% during the second half of the year. That gives shoppers more low-cost options as the company responds to growing demand for affordable products.

Dollar General’s second-quarter 2026 financial results showed net sales rising 5.2% to $11.3 billion, with comparable-store sales up 3.5%. The company reported gains in both customer traffic and average spending per transaction.

A Higher Salary Doesn’t Mean Shoppers Have Stopped Looking for Deals

The appeal of discount shopping is clear: paying less for products you already need leaves more money for other expenses. What’s changing is how many different types of customers are making bargain hunting part of their regular routine.

A low price tag doesn’t automatically mean an item costs less than it would elsewhere, so shoppers still need to compare package sizes and unit prices. Checking prices on frequently purchased items at Dollar General, Walmart, and nearby grocery stores can help shoppers spot which deals are worth buying.