Dollar General Is Opening a New Store — But It Won’t Include Any of the Items You’re Used to Seeing

Ni'Kesia Pannell
Ni'Kesia PannellNews & Culture Editor.
Ni'Kesia Pannell is the News & Culture Editor at Kitchn. Known as a self-proclaimed Slurpee connoisseur and the Queen of Nostalgic Things, Ni'Kesia spends her spare time running her all-natural beverage business — Peach State Drinks — and binging all the old shows you can name.
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published Dec 4, 2021
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Credit: Courtesy of Dollar General

It’s no secret that Dollar General has become one of the most popular budget-friendly stores around. Primarily selling cost-effective foods and snacks, cleaning supplies, a small selection of home goods, and toys to low-income shoppers and those looking to get a good deal, the variety store has developed a loyal following since it first hit the scene in 1939. Now, Dollar General is looking to target another audience — women — with its new concept, Popshelf.

The concept store, which was initially introduced last year in select markets, currently has more than 30 locations across Georgia, Tennessee, North Carolina, South Carolina, and Alabama, with plans to open 1,000 more by 2025. But why the focus on growing this new concept when Dollar General’s 18,000 locations are already doing so well? To attract a different set of customers, of course.

According to CNN, while Dollar General locations are targeted to those who earn up to $40,000 per year in salary, the Popshelf concept is set to target women in suburban areas that have annual household incomes that range between $50,000 and $125,000. And, with the change in target audience, a change in what’s being sold will come, too. Those who shop at Popshelf locations when they land in their area can expect to see shelves flooded with home furnishings, party items, beauty products, electronics, toys, and more for prices starting as low as $1.

So, if you’ve been looking for a new store to spend your time (and your money) in, keep an eye out for a Popshelf location near you soon. And, if you’re already near one, but haven’t stopped by yet, here’s your sign to do just that.