Dollar General Says Even Six-Figure Shoppers Are Chasing Deals: 5 Ways to Keep More Money in Your Pocket

A store packed with low-priced items can still end up costing more per ounce. Here’s how to figure out which shopping trips actually save money.

Dollar General CEO Todd Vasos told investors at a Goldman Sachs retail conference that years of persistent inflation have led even middle- and upper-middle-income households to shop more like the chain’s lower-income core customers, according to Cox Media Group’s WDBO.

During the company’s earnings call, Vasos said shoppers earning $100,000 or more, who once came in only occasionally, are now visiting more often, ConsumerAffairs reported. At the same time, lower-income customers are making more trips but spending less each time.

The reasons behind that behavior are easy to see. Consumer prices increased 3.7% over the 12 months ending in September, while gasoline prices jumped 34.2%, according to the Bureau of Labor Statistics.

In late October, a gallon of regular gasoline was averaging more than $4 nationwide, more than $1 above the level a year earlier, the U.S. Energy Information Administration reported.

Dollar General operated 21,148 stores as of July 31, so for many shoppers there is likely one not far away. But being nearby does not necessarily mean it is the cheapest option. A retailer built around low price points can still charge more for what you take home.

1. Read the shelf tag carefully

The key number is the unit price: the cost per ounce, per count or per sheet. A low sticker price may simply reflect a smaller package instead of a lower true cost, and that difference only becomes clear once you do the math.

Unit pricing is not required under federal law. The National Institute of Standards and Technology says state and local governments set weights-and-measures rules, so some shelf tags include unit prices while others do not. If the tag leaves it out, divide the total price by the package size. A phone calculator can handle it in seconds.

Some products are poor buys almost anywhere, and knowing the worst dollar-store purchases can keep them out of your cart.

2. Look at how often you shop, not just what each receipt says

Vasos described core customers who are coming in more frequently and spending less on each visit. Smaller, more frequent trips can help when money is tight, but every extra trip means more driving with gas above $4 a gallon. Fuel prices have climbed much faster than overall inflation over the past year, so those extra miles can add up quickly.

Combining errands into one planned outing reduces the miles you drive. It also helps to pay less for the fuel you do need.

3. Earn cash back on gas you already buy

Gas prices move around, but you may be passing up cash back every week. Upside is a free app that offers real cash back — up to 25 cents a gallon — at stations you already use, including Shell, BP and Exxon.

Claim an offer, pay with your usual card, and the rebate appears in the app. It stacks on top of your credit card rewards, and you can cash out to PayPal, your bank account or gift cards.

If your household has two cars, the savings can pile up quickly. You can start earning on your next fill-up.

4. Watch out for the small-basket trap

Frequent quick trips create another expense: impulse extras. A stop for paper towels can easily turn into a snack, a seasonal decoration and a phone charger in the bag. Each item may seem inexpensive on its own, but together they can wipe out the savings you were trying to get.

A written list helps, as does setting a weekly amount for household necessities. Both are easier to stick to when you use a budget system consistently.

5. Compare store brands, not only name brands

Dollar stores carry many national brands in smaller sizes. A supermarket or warehouse store brand in a larger size is often the better comparison, and many store-brand groceries match name-brand quality for less.

Food at home rose a more modest 1.8% over the 12 months ending in September, according to the BLS. The grocery aisle is not where most of the pressure is coming from, which makes unit price and the cost of getting to the store the best places to look for savings.

Dollar General’s growing number of six-figure shoppers shows how stretched budgets remain. Going through the door can make sense — but checking the unit price, planning your route and making a list before you leave are what make the savings more likely to show up on the receipt.