notebook with dollar sign

Dollar Tree Keeps Prices Low Despite Inflation

Dollar Tree’s Strategy

Inflation is driving up prices for everything from food to clothing. In spite of this trend, Dollar Tree (DLTR) is committed to keeping most items in its stores priced at $1 as it has for more than 30 years. That commitment may prove challenging given supply-chain issues and other difficulties as the economy recovers from the COVID-19 pandemic.

With demand surging and manufacturing costs rising, consumer goods companies including Procter & Gamble (PG) and General Mills (GIS) are passing the increased costs on to consumers. Dollar Tree has decided not to raise prices for its customers. The company wants to continue to find ways to purchase goods for about 43 cents each and then sell them for $1.

Dollar Tree Leverages In-House Brands

Most of the products on Dollar Tree store shelves are the company’s own brands. This gives Dollar Tree more flexibility in terms of pricing. During the pandemic, Dollar Tree moved to small, cheaper packaging for its metal over-the-door hangers, which reduced costs. It also began selling gift bags in packages of 72 instead of 24 to reduce shipping costs. Dollar Tree was even able to change the size and number of eggs in cartons to reduce costs.

Dollar Tree is also testing selling higher-priced products in its stores including basketballs and pillows which cost between $3 and $5. It is also creating so-called combination stores which house both a Dollar Tree and Family Dollar. The latter sells products in a variety of price ranges.

Investors Weigh In

Dollar Tree is confident it can maintain its low prices despite inflation, but investors aren’t so sure. Since Dollar Tree went public more than two decades ago, it has been operating in a low-inflation environment.

Now the company has to deal with rising prices from its suppliers as well as increasing labor costs. Launching higher-priced items is not expected to offset the increased labor costs and other rising expenses. This has caused some investors to raise concerns, but for now Dollar Tree is committed to its plan to keep prices low.

Things are changing daily within the financial world. Sign up for the SoFi Daily Newsletter to get the latest news updates in your inbox every weekday.

Sign up

Please understand that this information provided is general in nature and shouldn’t be construed as a recommendation or solicitation of any products offered by SoFi’s affiliates and subsidiaries. In addition, this information is by no means meant to provide investment or financial advice, nor is it intended to serve as the basis for any investment decision or recommendation to buy or sell any asset. Keep in mind that investing involves risk, and past performance of an asset never guarantees future results or returns. It’s important for investors to consider their specific financial needs, goals, and risk profile before making an investment decision.
The information and analysis provided through hyperlinks to third party websites, while believed to be accurate, cannot be guaranteed by SoFi. These links are provided for informational purposes and should not be viewed as an endorsement. No brands or products mentioned are affiliated with SoFi, nor do they endorse or sponsor this content.
Communication of SoFi Wealth LLC an SEC Registered Investment Adviser
SoFi isn’t recommending and is not affiliated with the brands or companies displayed. Brands displayed neither endorse or sponsor this article. Third party trademarks and service marks referenced are property of their respective owners.

All your finances.
All in one app.

SoFi QR code, Download now, scan this with your phone’s camera

All your finances.
All in one app.

App Store rating

SoFi iOS App, Download on the App Store SoFi Android App, Get it on Google Play

ABOUT Meg Richardson Meg Richardson is a writer specializing in markets, technology, and personal finance. She loves breaking down seemingly complex ideas and making them readable and interesting for everyone. She holds an MFA in writing from Columbia University. When she is not writing about finance, she enjoys running in Central Park and drawing cartoons.

TLS 1.2 Encrypted
Equal Housing Lender