Dollar General
Dollar General is a US-listed small-box discount retailer operating 20,893+ stores across 48 states and Mexico, serving value-conscious lower-, middle-, and increasingly higher-income consumers with everyday essentials, a $1 price-point assortment, and growing digital delivery and retail media capabilities.
- Company typePublic
- Founded1939
- HeadquartersTennessee, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Dollar General does
Dollar General Corporation is a US-listed (NYSE: DG) small-box discount retailer operating 20,893+ company-owned stores across 48 US states and Mexico, with roughly 75% of the US population living within five miles of a location. The company serves primarily lower- and middle-income value-conscious consumers with an everyday low-price assortment centered on a $1 price-point strategy (over 2,000 items at or below $1 in the Dollar Deals program, plus 500+ rotating $1 items in the Value Valley section), spanning consumables, seasonal goods, home products, apparel, beauty, and food and beverage. Complementary formats include pOpshelf, targeting higher-income suburban shoppers, and Mi Súper Dollar General, focused on Hispanic consumers with culturally relevant assortments.
Revenue is generated through in-store retail sales across this physical footprint, supplemented by same-day delivery via the myDG app (DG Delivery, DoorDash, Uber Eats), DG Pickup, and FedEx drop-off/pickup services. A second, higher-margin revenue stream is the DG Media Network, the company's retail media platform operating since 2018, which sells in-store audio, digital display, and unified on/offsite advertising to CPG brands. The technology stack includes an AI-powered in-store audio network (QSIC, deployed in ~12,000 stores), a unified retail media solution with Kevel and The Trade Desk, and the myDG mobile app and digital wallet powering coupons, cash back, and personalized offers. Private-label brands (Clover Valley, True Living, and the broader DG Brands portfolio) support margin expansion, which reached 31.6% gross margin and 5.9% operating margin in Q1 FY2026 on $10.8B in net sales. The company is led by CEO Todd Vasos, with JJ Fleeman (ex-Ahold Delhaize USA) designated to succeed him effective January 1, 2027, alongside a newly established Chief Data and AI Officer role.
Dollar General firmographics
Firmographics- Name
- Dollar General
- Legal name
- Dollar General Corporation
- Website
- https://dollargeneral.com
- Company type
- Public
- Founded year
- 1939
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Dollar General is a US-listed small-box discount retailer operating 20,893+ stores across 48 states and Mexico, serving value-conscious lower-, middle-, and increasingly higher-income consumers with everyday essentials, a $1 price-point assortment, and growing digital delivery and retail media capabilities.
- Ownership category
- akta.pro rank
Dollar General industry classification
Industry- Product category
- Discount Retail
- NAICS
- Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521), All Other General Merchandise Retailers (455219)
- SIC
- Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- National/Regional Dollar Store Chains (Broadline) (CRAEAAAA)
- akta.pro secondary industries
- Dollar Grocery & Consumables-Focused Stores (CRAEAAAH), Dollar + Multi-Price Point Value Retail (Dollar-Plus) (CRAEAAAD), Extreme Value General Merchandise Discounters (CRAEAAAE), Dollar Stores (CRAGAJAA)
Keywords
Where Dollar General is headquartered
LocationHeadquarters
- HQ city
- Tennessee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dollar General business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Retail Sales: Core merchandise sales across 20,893+ stores in the US and Mexico, offering consumables, seasonal products, home products, and apparel. Sales generated through physical store transactions and digital orders with delivery or pickup.
- DG Media Network Advertising: Retail media network generating advertising revenue from brands. Includes in-store audio ads, digital display advertising, sponsored product placements, and unified on/offsite campaigns. DG Media Network drove $170 million in volume. 60% of core shoppers are digitally engaged.
- Delivery and Fulfillment Services: Revenue from delivery services including DG Delivery (proprietary), DoorDash, and Uber Eats partnerships. Companies pay for integration and delivery services, with free delivery offers used as customer acquisition and retention tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dollar Deals - Core $1 price point offering over 2,000 items |
| Unit Pricing | Pay-as-you-go | Standard retail pricing for items above $1 |
| Usage-based | Pay-as-you-go | Delivery fees with promotional free delivery offers |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
Dollar General product offering
Product offeringCore offering
Dollar General operates more than 20,893 small-box discount retail stores across 48 US states and Mexico, selling a broad assortment of consumables, seasonal items, home products, and apparel at value prices. The retail assortment is anchored by a $1 everyday price point across 2,000+ items (Dollar Deals), the rotating Value Valley $1 program (500+ items), and DG private label brands such as Clover Valley and True Living. Revenue is generated through in-store merchandise sales, same-day delivery through DG Delivery/DoorDash/Uber Eats, and an emerging retail media revenue stream via the proprietary DG Media Network.
Product overview
Dollar General is a discount retail chain operating a network of more than 21,000 stores across the United States and Mexico, offering a broad assortment of value-priced consumer goods. The company operates a unified retail media and digital ecosystem centered on its DG Media Network platform (encompassing in-store audio advertising and digital activation), supported by delivery integrations with DoorDash, Uber Eats, and FedEx, and the myDG mobile app and wallet for digital coupons and personalized savings. The core retail offering spans multiple product lines including Dollar Deals (over 2,000 $1 items), Value Valley (rotating $1 specials), private label brands (Clover Valley, DG Home, DG Health, DG Baby), and seasonal promotions. The company also operates sub-brands pOpshelf (higher-income suburban) and Mi Súper Dollar General (Hispanic-focused), alongside its Dollar General Literacy Foundation community initiative. Technology-enabled features include an AI-powered in-store audio network reaching 12,000 stores, a unified retail media solution powered by Kevel and The Trade Desk, and same-day delivery services.
Differentiator
Problem solved
Functional benefit
Brands
- DG Brands: DG's private label brand portfolio including Clover Valley (food and household items), True Living (home décor), and other store brands
- DG Media Network
- Value Valley
- myDG
- Dollar Deals
- Dollar Literacy Foundation
Products and services
- DG Delivery Same-day delivery service allowing customers to order Dollar General products for delivery to their door through the myDG app, leveraging DoorDash and Uber Eats partnerships with free delivery offers for first orders.
- myDG Wallet Digital wallet feature within the myDG mobile app allowing customers to store digital coupons, manage cash back rewards and DG Cash balances, track orders, and access personalized savings offers.
- DG Pickup Buy online, pick up in-store service allowing customers to order Dollar General products through the DG app or website and collect them at a nearby store location.
- DG Media Network Dollar General's in-house retail media network enabling consumer packaged goods brands and agencies to advertise across the company's in-store audio, digital display, and offsite channels, with unified measurement through Kevel and The Trade Desk.
- pOpshelf Wholly owned Dollar General retail concept targeting higher-income suburban consumers with a curated assortment of home décor, seasonal items, and household goods at value prices in a distinct store format.
- Mi Súper Dollar General Wholly owned Dollar General retail concept serving Mexican-American shoppers with an expanded assortment of Hispanic-focused products and cultural merchandise, featuring bilingual signage and culturally relevant product selection.
- Clover Valley Dollar General's flagship private label brand offering value-priced food and grocery items including canned goods, snacks, and staples under the Clover Valley name.
- DG Brands Collective private label portfolio of Dollar General-owned brands including DG Home, DG Health, DG Baby, DG Office, DG Pet, and True Living, covering household, health, baby, office, pet, and outdoor living categories.
- Dollar Deals Dollar General's permanent value pricing program featuring over 2,000 items priced at or below $1, spanning food, candy, snacks, health, beauty, household cleaning, toys, pet supplies, and office supplies categories.
- Value Valley Dollar General's $1 rotating product program featuring over 500 items at the $1 price point, including frozen foods and health and beauty products, delivered 18.4% same-store sales growth in the most recent reported quarter.
- DG Digital Coupons Digital coupon platform allowing customers to load and redeem manufacturer and store coupons through the myDG app and wallet, enabling savings on groceries, household items, and personal care products with weekly rotating deals.
- AI-Enabled In-Store Audio Network AI-powered in-store audio advertising network deployed across approximately 12,000 Dollar General stores using QSIC technology, enabling real-time location-specific audio messaging, AI-generated voiceovers, and direct linkage to point-of-sale data for verified purchase attribution.
- Unified Retail Media Solution (Kevel + The Trade Desk) Industry-first unified retail media solution combining Dollar General's onsite and offsite advertising inventory with Kevel's retail media technology and The Trade Desk's offsite capabilities, enabling advertisers to plan, activate, and measure campaigns through one connected platform with consistent cross-channel measurement.
Quantifiable outcome
- 4th consecutive quarter of positive traffic growth at 1.4%
- +7 more outcomes
Companies that use Dollar General
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Dollar General technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability4 records
Feature5 records
Dollar General partnerships and signals
Strategic signalScale indicators11 records
Recent moves6 records
Expansion highlights7 records
Dollar General competitors and assessment
Company assessmentBroad incumbents
- Costco: Warehouse club benchmark for DG's new 'Treasure Hunt' remodel layout; an extreme-value broadline retailer with growing private-label penetration and strong traffic economics.
- Aldi: Discount grocery banner with rapidly expanding US store base in value-oriented markets; competes for the same budget-conscious shopper with private-label and fresh-led assortment.
- Target: Mass merchandiser overlapping DG categories (household, beauty, consumables) and recently emphasizing value pricing; relevant comparable for media-network and omnichannel behavior.
- Walmart: Largest US mass retailer with a deep low-price assortment and growing rural delivery footprint; competes on price and convenience, and increasingly on retail media scale (Walmart Connect).
- BJ's Wholesale Club: Warehouse club operator on the East Coast with growing national footprint; relevant comparable for membership/loyalty economics and extreme-value positioning.
- Tractor Supply Company: Rural-focused retail chain with a comparable small-town and exurban footprint, loyalty program (Neighbor's Club), and growing digital/media monetization that overlaps with DG's demographic and store-density profile.
Direct peers
- Dollar Tree: Operates the Dollar Tree and Family Dollar banners (Family Dollar acquired 2015) and is Dollar General's most direct US small-box discount competitor with comparable $1-and-above price architecture, rural store base, and core value-conscious customer.
- Five Below: Small-box extreme-value retailer with a sub-$5 price point across toys, beauty, household, and seasonal goods; targets overlapping value-conscious families and increasingly competes for the same discretionary trips.
- Ollie's Bargain Outlet: Closeout and extreme-value retailer selling branded merchandise at deep discounts across general merchandise categories; competes directly for the same budget-constrained shopper and rural trade area footprint.
Emerging players
- Daiso: Japanese variety-store operator with multi-price-point assortment (largely $1.50-$5) and expanding US presence; relevant emerging comparable for the dollar-plus retail category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Dollar General social profiles
Digital presenceDollar General financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dollar General leadership team
Management profileNumber of profiles
Profiles20 records
Dollar General subsidiaries and ownership
Company hierarchySubsidiaries4 records
Dollar General funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dollar General M&A and investment
M&A and investmentM&A
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dollar General
What does Dollar General do?
Dollar General operates more than 20,893 small-box discount retail stores across 48 US states and Mexico, selling a broad assortment of consumables, seasonal items, home products, and apparel at value prices. The retail assortment is anchored by a $1 everyday price point across 2,000+ items (Dollar Deals), the rotating Value Valley $1 program (500+ items), and DG private label brands such as Clover Valley and True Living. Revenue is generated through in-store merchandise sales, same-day delivery through DG Delivery/DoorDash/Uber Eats, and an emerging retail media revenue stream via the proprietary DG Media Network.
Is Dollar General a public or private company?
Dollar General is a public company. It is classified as public and is currently operating.
When was Dollar General founded?
Dollar General was founded in 1939. It employs 5,001 to 10,000 people.
Where is Dollar General based?
Dollar General is headquartered in Tennessee, United States, in the North America region.
How does Dollar General make money?
Three revenue lines are on record. Retail Sales are the primary driver. The others are DG Media Network Advertising and delivery and Fulfillment Services.
Who are Dollar General's main competitors?
Broad incumbents on record are Costco, Aldi, Target, Walmart, BJ's Wholesale Club and Tractor Supply Company. Direct peers are Dollar Tree, Five Below and Ollie's Bargain Outlet. Daiso is listed as an emerging player.
Does Dollar General have an API?
No public API is recorded for Dollar General.
What industry is Dollar General in?
Dollar General's product category is Discount Retail. Its primary akta.pro industry code is CRAEAAAA, National/Regional Dollar Store Chains (Broadline), with a secondary code of CRAEAAAH, Dollar Grocery & Consumables-Focused Stores. Its NAICS code is 45521 and its SIC code is 5331.