In 2024, visits to discount retailers rose as shoppers pursued deals and value, with Dollar General visits up 5.1%, Dollar Tree up 5.2%, and Five Below up 12.8%. These increases were also driven in part by the retailers’ expansion strategies.  Since then, discount stores have also increased their share of weekday visits (Monday-Thursday).¹

Discount Stores Appeal to Shoppers Looking for Value and More

While rising prices are contributing to shoppers’ increased visits to discount stores, the appeal goes beyond saving money. Specific product categories shoppers look for at discount stores include decorative accents, side tables, throw pillows, towels, bathroom accessories, bedding, and kitchen tools.²

• Heavily discounted name brands appeal to customers looking to grab affordable luxury before it’s gone.²
• Frequently updated stock means there’s always something new to find.³
• Seasonal and trendy items available at lower prices appeal to nearly half of shoppers (45%). 65% of shoppers are looking for clearance or end-of-season products.²
• Household essentials available at low prices.
• School supply shopping as 84% of shoppers prioritize price when shopping for these items.²
• Fashion and apparel are popular with Gen Z shoppers; nearly 67% purchased these items at a discount store in the past year.²

A Retail Marketing Strategy to Connect with Discount Shoppers

Understanding how discount store shoppers engage with and respond to media is the first step in creating a retail marketing strategy that drives traffic and sales.

Discount Store Shoppers are Highly Responsive to Mail and Digital Media⁴

By partnering with Mspark, you benefit from our audience-first targeting approach to identify your best potential customers and engage them using the most effective media to drive results.

Did you know?

• Digital advertising + mail can increase response rates up to 450% and increase conversion rates up to 28%.⁵
• Consumers respond to integrated campaigns: 43% are more likely to make a purchase when they receive both print and digital messaging.⁶ ​
• More than 1/3 (36%) of consumers have tried a new retailer after receiving mailed advertising. More than half (52%) have brought mailed ads into a retail store.⁶

Learn how other retailers have partnered with Mspark to drive results in our case studies. Click “get started” below to connect with an expert to plan your strategy.

Sources: Discount and Dollar Stores in a Strong Position to Start 2025, placer.ai.com, March 2025¹; AdMall Discount Store Research²; Discount Retail: How Dollar Stores Drive the Trend in 2024³; AdMall AudienceSCAN 2024; Discount shoppers⁴; U.S. Modern Postcard, Direct Mail Statistics 2023⁵; USPS Mail Moments 2024⁶