Stretching the Dollar

Garbato, Debby
October 2004
Convenience Store News;10/16/2004, Vol. 40 Issue 13, p230
Trade Publication
This article focuses on the talks of Dollar Tree president/CEO Bob Sasser about the performance of retail business. Everything in Dollar Tree's stores actually costs a dollar — not two dollars, four dollars or some other price point not posted on the store's exterior signage. And, despite the fact that inflation has averaged 3 percent annually since Dollar Tree's inception in 1986, the Chesapeake-based retailer keeps pumping more value into every item without changing the price. With sales of almost $2.8 billion, the retailer has been able to offer consumers more value and excitement for their dollar because it sources many goods directly and assembles a unique merchandise mix. INSET: Bargains Are In.


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