Dollar General Revenue Growth

Since its inception in 1988, company CEO Richard G. Johnson has focused heavily on growing the business through low-price, value oriented retailing. He is credited with creating one of America’s most well known brands – the dollar store!

Dollar stores are noted for their cheap prices and variety of products. Many people enjoy shopping at dollar stores because they offer great deals and quality merchandise.

There are over 1.7 million dollar general retailers across the globe! That number includes both full price and discount stores. In fact, some believe that the growth of online shopping can be attributed to the success of the dollar store model.

With this article, we will take an in depth look at how successful entrepreneur Richard Johnson grew his own brand and influenced other entrepreneurs via his work.

He will show you how he improved his sales strategies and what tools he used to spread his message. But first, let us talk more about him and his career path.

Founded in 1974

dollar general revenue growth

In its early years, DG was not as well-known for its merchandise as it is now. However, this did not prevent CEO Richard Heithoff from expanding the company’s reach into more expensive items. Since its founding, DG has experienced both slow and rapid revenue growth.

DG grew at a moderate pace during their first decade of existence. Although they have expanded rapidly since then, their most profitable years were back when there weren’t too many competitors.

Since those days are gone, people expect more efficient spending. This means lower quality goods or products that do not last very long. Many companies rely on this to make profits, but not DG. They strive to offer good value while keeping prices low.

This article will talk about some interesting facts about DG’s growth pattern. You can choose to skip over any parts you don’t want to read.

Largest discount retailer in the US

dollar general revenue growth

As mentioned earlier, dollar stores are a popular shopping destination for budget conscious consumers. With just about any item you could need at home or while traveling, there is probably a dollar store within close proximity to your current residence or workplace.

Dollar general revenues have grown steadily over the past decade. In fact, since 2010 their revenue has increased by more than 250%. That’s an average growth rate of nearly seven percent per year!

While this may sound slow, it’s actually one of the highest annual growth rates we can observe. Only two other companies achieved double digit yearly revenue growth during the same time frame: Amazon and Walmart.

What makes dollar stores so successful? There are three main reasons why they continue to grow in popularity. First, they offer very low prices on almost everything; even things that cost less than $1 make them hard to pass up. Second, most locations also feature aisles with goods that are consistently lower quality – which is totally okay because you really get what you pay for! And lastly, many people enjoy browsing through the aisles looking for inexpensive treasures.

This article will discuss some interesting facts about how much money dollar stores earn per year along with some ways to source additional income via advertising, raising gift card prices, and offering larger discounts.

Over 1,700 stores

dollar general revenue growth

Since its founding in 1988 as “Dollar Store America”, company CEO Richard G. Johnson has been focused on growing the chain at an efficient pace while maintaining high standards of customer service.

This focus allowed DG to grow quickly by offering quality merchandise at affordable prices in large quantities. While some competitors go out of their way to keep costs down, DG makes it clear that they will not survive if they do not maintain strong pricing structures.

By keeping inventory low, employees are able to spend time with each other outside of work and supporting local communities. This emphasis on community engagement is one of the key reasons why many people continue to shop at Dollar General even though there are plenty of bigger name competitor dollar general stores around.

Since its initial launch, Dollar General has remained true to its mission of being a cost-effective destination for customers who want good value shopping.

Dollar General has seen revenue growth

dollar general revenue growth

Since its launch in 1992, Dollar General has experienced three major business cycles. The first was the boom-and-bust cycle of what’s been referred to as “big box” retail. These were stores with very expensive merchandise that were becoming extinct due to competition from large warehouse retailers like Wal-Mart and Target.

Dollar General fit into this market by offering low price goods but with more limited selections than their larger competitors. This made them more accessible to budget conscious shoppers who would save money while still getting good quality merchandise.

During this era, dollar general stores saw explosive growth. They became so popular that there are now over 1,100 active dollar general locations across the globe![1]

The second downfall for big box stores happened around 2002 when Amazon introduced their online shopping platform. By creating an easy way to buy products, they effectively took away some of the profit margins that these brick and mortar chains relied upon.[2]

This is where Dollar General comes in. With the help of technology and logistics companies, they have transitioned into the eCommerce space. Through their website you can find just about anything from snacks to clothes to electronics.

Their sales strategies include having vast supply shelves and letting individuals purchase only one or two items at a time to create a sense of community. Both of these practices keep people coming back because it feels more personal and less exploitative.

Dollar General is growing fast

dollar general revenue growth

Since its launch in 1985, Dollar General has experienced three major phases of growth. The first was as a large-scale discount retailer, with over 1,100 stores across 25 states at their peak.

The second phase came during the Great Recession when company leadership implemented cost-cutting measures that left the organization with little to no investment capital.

In this period of time, Dollar General relied heavily on cheap, low quality goods and heavy promotional activity to remain competitive. This style of business strategy proved successful for the company; however, it also left room for more expensive competitors to gain ground.

Since 2008, Dollar General has been undergoing a third stage of growth which they refer to as “Value Retail 3.0”. This term describes the firm’s current strategic direction which focuses on lower price points but higher quality merchandise than before.

By investing in better products and services, Dollar General hopes to win back customers who have gone shopping elsewhere due to budget constraints. These loyal shoppers represent a valuable market segment and will continue to do business with an established brand.

Dollar General continues to grow both numerically and geographically, making them one of the fastest rising retail giants in America.

Buying local

dollar general revenue growth

Along with offering low prices, another way to save money at Dollar General is by shopping in your community. The company encourages shoppers to be buying members of the community and supporting others. You can also visit their website where you can find coupons and other deals that are not published anywhere else!

Dollar General’s mission is to help people live within their means while providing quality products and services. They accomplish this by keeping costs down on everything they sell and giving substantial discounts on all items.

By living within one's budget, spending only what one has determined to be necessary, and going out less often, average citizens can start saving money for large purchases. This will have a positive impact on our communities and environment.

Companies like Dollar General exist because they know that most people do not have much money, and therefore they must find ways to get more value for the money they spend. By having cheap goods, they are able to draw customers who will purchase something expensive later.

These days it seems like every store offers free snacks or drinks, which may or may not be good for your health. Dollar General goes one step further and does not accept any kind of credit card unless it is through an accepted vendor. This helps keep external factors such as debt away from your life.

Improving customer service

dollar general revenue growth

Over the past few years, Dollar General has made significant changes to ensure that their customers are always happy with their shopping experience. This includes changing locations, improving interior design, offering new products, and of course lowering prices on existing items!

Dollar General’s success comes from creating a loyal following of frequent shoppers. Because they know what Items They Should Shop For And How To Take Good Care Of Them, they return time after time.

This repeat business is one of the main reasons why revenue at dollar general stores increased by more than 20% in 2016.

Their growing popularity allowed them to invest in better quality merchandise and improved services for their customers. In fact, some experts consider them to be a staple store for all of those reasons.

They continue to offer low price points, great service, and an easy-going environment where people can spend time together while shopping.

And although they may not have expensive looking furniture or clothing, their collection still boasts many high-quality products such as leather bags, jewelry, and housewares.

Dollar General remains a strong company today.

dollar general revenue growth

Since its founding in 1988, Dollar General has experienced two periods of significant growth. The first was from 2001 to early 2007 when it grew rapidly with 76% revenue growth over that time frame.

The second period of explosive growth occurred between late-2007 and now as Dollar General continues to grow at an impressive pace. Between 2008 and 2017, total revenues increased by more than 1,700%.

This article will talk about how Dollar General’s success comes down to one simple concept – value! Value for what? Product price is definitely a factor but most importantly, value in terms of service and customer experience.

Dollar General makes smart business decisions that strengthen their long term position while also creating short term profit for themselves. Let’s take a look at some strategies they use to achieve this.

About The Author

Tiara Ogabang
Tiara Joan Ogabang is a talented content writer and marketing expert, currently working for the innovative company With a passion for writing and a keen eye for detail, Tiara has quickly become an integral part of the team, helping to drive engagement and build brand awareness through her creative and engaging content.
Juice Beta is ending July 1st! Subscribe before end of month to lock in Juice Plus for 50% off!
$49 $25
Sign up now
Juice Beta is ending soon! Subscribe now to lock in Juice Plus for $49 $25
Sign up now