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Dollar and Change
One simple price change leads to 25% bump in revenue.
Simon Trask
April 21, 2025
Dollar Tree is the nationwide dollar store famous for everything being $1 no matter what. However, amidst rapid inflation, increasing costs of goods and shipping, they raised their prices to $1.25 across the board.
That’s right: they raised their prices by 25% overnight… and their price was literally in the brand name!
It made news headlines, and started a tidal wave of memes across the internet – but guess what: the stores are still full of shoppers.
Even at the new price, they continue to provide good value and grow. They’re not known for a premier experience or amazing customer service, so “good value” in their case is simply “worth the money”. That’s been their value proposition all along, and even after raising prices it’s still true.
It makes you wonder how long ago they could have made this move.
Should you raise your prices too?
 | Onward and upward, (I’m a small business owner, advisor, and advocate – learn more here) |