Dollar Tree signaled earlier in the fall that it was testing new price points at its legacy stores along with expanding its Dollar Tree Plus concept, which offers products at $1, $3 and $5 price.
The $1.25 price at the company’s flagship stores marks a historic shift, and it comes at a time when the retailer is feeling the squeeze of skyrocketing freight and supply chain costs.
“For 35 years, Dollar Tree has managed through inflationary periods to maintain the everything-for-one-dollar philosophy that distinguished Dollar Tree and made it one of the most successful retail concepts for three decades,” Dollar Tree said in its earnings release. “However, as detailed in its September announcement, the Company believes this is the appropriate time to shift away from the constraints of the $1.00 price point in order to continue offering extreme value to customers.”
Source: Retail Dive
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