Dive Brief:
- Vying for consumers seeking holiday deals, Dollar General has added new toys to its 2022 holiday selection, including from Barbie, Lego, Fisher-Price, VTech, Pokémon and other brands, the retailer announced on Tuesday.
- Dollar General worked with its vendor partners to introduce products priced at $10 or less for children across various age groups, per the announcement.
- From Thursday through Saturday, shoppers can buy select toys and get another toy of the same or lower price for 75% off, the company said. The retailer is also offering additional discounts through the retailer’s App.
Dive Insight:
Though shoppers are expected to spend more this holiday season, they’re still on the hunt for deals to stretch their dollars as inflation takes its toll. An ICSC survey released last month found that 43% of respondents are looking for holiday promotions and discounts. Sixty-five percent of the respondents said they would spend significantly more time looking for markdowns this year. Meanwhile, a Morning Consult survey released in August found that 68% of its respondents are shopping at discount stores in response to inflation.
In addition to enhancing its product assortment, Dollar General is also adding more stores to its portfolio. The retailer announced plans to add more than 1,100 stores to its extensive portfolio earlier this year. The company operated over 18,500 stores in 47 states as of July 29.
“We are excited for customers to discover the new, high-quality toys from brands they recognize and trust on DG store shelves this holiday season,” Emily Taylor, executive vice president and chief merchandising officer at Dollar General, said in a statement. “As families across the country seek more value and affordable products, we are proud to offer this enhanced toy selection while helping our customers stretch their holiday shopping budget.”
But Dollar General isn’t the only discount retailer competing for consumer dollars this holiday season. While the company adds more stores, Family Dollar is focusing on reducing its prices to better compete.
Other retailers have also added more toys to their selection and introduced online discounts to attract price-conscious shoppers. In September, Target announced a multiyear contract with FAO Schwarz to sell the iconic toy brand within Target stores starting in October. Walmart unveiled its “Black Friday Deals for Days” event last month, in addition to early holiday markdowns on toy brands like Lego, Hot Wheels and Barbie.
