As inflation hits harder, middle-class shoppers gravitate to dollar stores

NBC News

Dollar stores have traditionally served low-income and rural shoppers who have few options to stock up on what they need — but the pandemic is changing that.

Unlike during the Great Recession, household wealth during the pandemic has been relatively stable. Federal stimulus payments intended to keep the economy afloat have kept many consumers fairly liquid, said Joe Feldman, a retail analyst with Telsey Advisory Group. That means shoppers aren’t widely ditching pricier retailers for discounters. Instead, they’re just buying more at discount stores, he said.

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