Dollar General stores seem to be everywhere. That’s not an exaggeration considering approximately 75% of Americans live within 5 miles of a Dollar General. Their 18,000th store opened in Gulf Shores, Alabama in November 2021 — with more to come. But Dollar General Corp. is also opening new discount stores called Popshelf which targets wealthier suburbanites.
While Dollar General’s core customers have an annual income average of $40,000 or less. Most shop for food and necessities like laundry detergent, toilet paper, and cleaning supplies. Popshelf targets females from diverse suburban communities whose yearly household income totals $50,000–125,000 and desire to shop for things they don’t necessarily “need,” but want. Popshelf strives to create a shopping experience where the customer feels like they are pampering themselves, but without the guilt, since the majority of items are priced $5 or less.
Popshelf stores have a fun vibe with bright, cheerful colors. The merchandise is constantly changing, creating the feeling of being on a treasure hunt. What is on the shelves this week, might be gone the next. Popshelf offers less food and more home décor, health and beauty products, party supplies, and seasonal decorations. Currently, customers can order their merchandise online and pick up their items at their local Popshelf.
Dollar General is also experimenting with the concept of a store within a store, where a small Popshelf store will be inside of a Dollar General. At the end of 2021, there were over a dozen of these hybrid stores. Stand-alone Popshelf stores average 9,000 square feet, slightly larger than the average 7,300 square foot Dollar General store.
Dollar General plans to open 100 more Popshelf locations by the end of 2022, which would total approximately 150. By the end of its fiscal year 2025, they plan to have 1,000 locations. Each store could create up to 15 new jobs.
While many brick-and-mortar stores are closing, Dollar General Corporation continues to open stores. There are Dollar Generals in 46 states — soon to be 47 with the addition of the Athol, Idaho store expected to open early this year. The 3 states left are Montana, Alaska, and Hawaii. Currently, the 55 Popshelf stores are in six states: Tennessee, Alabama, Georgia, North Carolina, South Carolina, and Florida. It will be interesting to see where Popshelf will pop up next!
Would you like to see a Popshelf come to your neighborhood? I’d love to hear your thoughts in the comments!