Dollar Tree’s Green Shoots Aren’t Strong Enough

Dollar Tree’s pricing strategy is bearing fruit, but as JinjLee explains, investors may need proof it will last WSJWhatsNow

and Target. Though Family Dollar did see same-store traffic growth last quarter, it was just a 0.1% increase following a 3% decline the prior year. Meanwhile, Dollar Tree’s growth in same-store sales this year has been entirely driven by pricing increases rather than traffic, which has declined for five consecutive quarters.

Pricing tweaks might have made the income statement look better, but it will take sustained traffic growth to prove that change at Dollar Tree is deep rooted. Consumer spending has held up relatively well so far despite inflation, but experts say we’re approaching an inflection point. WSJ’s Sharon Terlep explains the role “elasticity” plays in a company’s decision on whether to raise prices. Photo illustration: Adele MorganCopyright ©2022 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

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