The value of a dollar: comparing America’s discount retailers

As President Trump moves forward with new tariffs on major U.S. trading partners, economic uncertainty is haunting consumers’ minds. With inflation concerns mounting, American consumers may start tightening their belts, seeking out retailers that offer the most bang for their buck. So, when it comes to discount stores, which brands do they see the most value in, and which ones are they most likely to shop at?

New data from YouGov BrandIndex, collected over the last quarter (November 21, 2024 – February 20, 2025), provides insight into how these retailers stack up. Value is a net metric which measures how many consumers think a brand gives good or bad value for money. Consideration is the proportion of consumers who would consider a brand when next in market.

Among the four discount chains analyzed, Dollar Tree emerges as the clear leader, scoring highest in both Value (16.0) and consumer Consideration (23.0%). Known for its uniform pricing model, where most items cost $1.25, Dollar Tree has built a reputation for delivering consistent affordability. This resonates strongly with cost-conscious shoppers, especially during times of economic uncertainty.

Dollar General, while trailing Dollar Tree, remains a formidable player with a value score of 10.7 and a Consideration score of 19.5. The retailer’s slightly higher price points are offset by its broad product selection, including grocery staples and household essentials.

Five Below carves out a different niche, targeting younger consumers with trend-driven products typically priced under $5 or $10. However, its Value perception (8.5) and Consideration score (10.0) lag behind the more traditional dollar stores. While Five Below may not be the go-to destination for everyday necessities, its appeal remains strong for discretionary purchases.

Family Dollar rounds out the rankings with the lowest scores in both value (7.2) and consideration (12.7). Despite being owned by Dollar Tree, Family Dollar has struggled with store closures and operational challenges in recent years. While it still attracts some shoppers, particularly in urban and lower-income areas, its brand strength lags behind its competitors.

If inflationary pressures increase and discretionary spending tightens, discount retailers could see a surge in foot traffic. Based on current consumer sentiment, Dollar Tree is best positioned to capitalize on shifting shopping habits. However, Dollar General’s extensive footprint and Five Below’s unique appeal suggest that the discount sector as a whole will remain resilient, even amid economic headwinds.

YouGov BrandIndex collects data on thousands of brands every day. Scores are based on an average daily sample size of more than 8000 adults between November 21, 2024 and February 20, 2025. Learn more about BrandIndex.