Dollar General debuted a new store called Popshelf about a year agoThis is a targeted group of wealthy suburban buyers who are looking for the best deals.

The Tennessee-based discounter said Thursday that it now plans to have approximately 1,000 of the stores by the end of the 2025 fiscal year — including about 100 more locations that will open next fiscal year. As of October 29, it had 30 Popshelf shops in six states. The company plans to open the first Texas Popshelf stores by spring.

In an interview, Emily Taylor, Chief Merchandising Officer at Dollar General stated that expansion plans are being accelerated by the retailer due to the popularity of the store’s new concept. While she did not share specific numbers, she stated that their average basket size (and value) is greater than those at Dollar General stores with the same namesake.

Popshelf represents a new way for the Dollar Store chain to drive sales and get more customers. The company stated that its target market is suburban women with an annual income of $50,000-$125,000. These stores measure approximately 9000 square feet. They carry home, seasonal, and party supplies as well as items made by Dollar General. According to Popshelf, 90% of all merchandise is sold for $5 or less.

Taylor explained that customers of Dollar General tend to reside in rural areas and have lower incomes. They also tend to be slightly younger. Customers have an average annual income of $40,000 and less. Dollar stores sell a wider range of snacks and groceries, making them more profitable.

Dollar General owns more than 18,000 retail locations across 46 US states. The retailer is opening new locations quickly to drive its growth. The retailer is adding fresh fruit and vegetables to its existing stores. expanding into health care. It employed its first chief medical officerIn July.

Taylor explained that the concept of Popshelf came about as Dollar General began its nonconsumables program, an effort by all employees to increase its assortment, including home décor and party supplies. This initiative was launched in 2018 According to Taylor, the company recognized an opportunity for another store.

“We recognized that a stand-alone concept was a good idea, especially when it related to creating an engaging, fun, and exciting shopping experience at the small-box retail store,” she stated.

Popshelf decided to emphasize colorful displays and frequently changing merchandise to create a feeling of “treasure hunting” in stores, whether customers are shopping for gifts, decorating the holiday season, or preparing for parties.

It varies in the season. The assortment includes throw pillows and Christmas ornaments as well as toys and balloons.

Taylor noted that Home goods have been particularly popular, which includes organizational and decor items.

Popshelf offers customers the option of shopping online or picking up at the stores, according to She. The company is likely to ship products directly to homes of customers, she said. This will allow people living far from a Popshelf location to purchase the product. According to her, there have been many requests on social media for this.

Dollar General has also tested a store-within a-store model. Popshelf, which is a smaller version of Dollar General’s Popshelf, has already been installed inside DG Markets. It offers a larger selection and more groceries and will open additional versions.

It will announce its third-quarter results before the bell on Thursday. Shares are up almost 6 percent this year. Closed Wednesday, the stock was valued at $51.98billion.

New challenges await the dollar store chain as inflation weighs down profits. This is its chief rival Dollar TreeLast week, he stated that it would start selling most goods for $1.25 rather than $1Cover rising freight costs