Everyone loves a good bargain, even rich people! On Thursday, Dollar General filled a particular opening in the market — women with annual incomes from $50,000 to $125,000 who love to fill their shopping carts with all kinds of things that aren’t necessary but hard to resist — by announcing that it is opening a brand-new line of stores called Popshelf, targeting those shoppers in a little bit higher tax bracket. Their strategy with Popshelf is to carry things people don’t typically want or need but are willing to splurge on anyway, like party supplies, home décor and beauty products that will be priced at $5 or less.
According to Emily Taylor, Dollar General’s executive vice president and chief merchandising officer, Popshelf shoppers will be “treating themselves without the guilt associated with overspending.”
It is expected that the idea of a guilt-free shopping spree will lure shoppers to browse the aisles of these new stores for what retailers consider “treasure hunt items,” products that are only sold for short periods of time. This strategy is expected to hook shoppers into returning on a regular basis.
The stores will be located primarily in suburban areas, with the first two popping up in Nashville, Tennessee. However, by the end of 2021 they plan to have at least 30 locations in other cities.
New retail launches are few and far between these days, but with the strategy of great prices on items that might typically be considered a splurge, Popshelf has the feel of a smart and successful brand to keep your eye on.