As the economy strengthens, there has been speculation that stores like Dollar Tree, Dollar General, Dollarama and 99 Cents Only Stores that boomed post-recession might be affected negatively. But it's not as if this resolutely analog segment attracts low-income shoppers exclusively.
According to the Inmar study, dollar channel shoppers do care far more about price, cited by 83% of respondents, compared with 63% of overall shoppers. But dollar store shoppers come from all generations, income levels and educational backgrounds. In fact, the largest share of dollar store shoppers have annual household incomes of $20,000 to $39,000 and $100,000 or more (21% apiece). And 75% of dollar channel shoppers believe product quality at dollar stores is as good as other retail locations.
On the surface, Five Below's recent announcement that it will open its first Manhattan location on Fifth Avenue could be construed as an unusual move. But considering dollar store demographics, it's not that outlandish. This branch close to Times Square is likely to capture tourist attention and grab social media buzz. "This is a unique opportunity for us to establish a presence in one of the world’s most iconic and popular shopping destinations and introduce new customers to the Five Below brand," CEO Joel Anderson told CNBC.
Slated to open in November, the Manhattan flagship will buck NYC's retail trend toward smaller footprints and will be around 10,800 square feet—roughly 3,000 square feet larger than the brand's typical stores. And Five Below doesn't show signs of slowing growth. The discount retail chain, which sells items for $5 or less, saw sales grow 27% year over year in Q1 2018. It has opened 42 stores in 2018 and plans to open a total of 125 by the end of the year.