Related: Target Brand Products That Shoppers Love Retail analyst Joseph Feldman tells Retail Dive that Popshelf is "like an adult version of Five Below," and says the concept could also appeal to shoppers who frequent chains including HomeGoods, Big Lots, and Bed Bath & Beyond. Who's the target customer? Maybe make that the "Target" customer: suburban women with an annual income between $50,000 and $125,000 - the bread-and-butter shopper of none other than Target. There are also some traditional dollar-store staples, including party supplies and snacks, and a "highly curated" smattering of items from Dollar General's private brands. The bright, airy stores are heavy on trendy home decor, kitchen wares, craft supplies, and beauty products - items meant to cultivate a "stress-free and guilt-free shopping experience," Dollar General says. ![]() Popshelf aims to attract a more affluent shopper, but about 95% of items will still cost $5 or less. Related: Things You Didn't Know About Dollar Stores So far, about 30 Popshelf locations have sprung up across six states, and they've been such a hit that Dollar General plans to open 1,000 Popshelf stores by 2025 - including 100 more next year. ![]() The discounter opened a staggering 1,000 new stores last year, and it didn't stop there: It also quietly launched a new chain called Popshelf. Many retailers struggled during the pandemic, but not Dollar General.
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