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(https://www.the-sun.com/money/) Money  (https://www.the-sun.com/money/news-money/) News Money   AIN'T CHEAP  Dollar General CEO admits disturbing news for shoppers    (https://www.the-sun.com/author/forrest-mcfarlandthe-sun-com/) Forrest McFarland  , Trends Editor   Published:  15:57, 22 Sep 2026    (https://www.google.com/preferences/source?q=https://www.the-sun.com)       Add us as a preferred source           (https://www.the-sun.com/)              (https://x.com/intent/tweet?url=https%3A%2F%2Fwww.the-sun.com%2Fmoney%2F17043644%2Fdollar-general-ceo-warning-shoppers&text=Dollar%20General%20CEO%20admits%20disturbing%20news%20for%20shoppers)      (https://www.facebook.com/sharer.php?u=https%3A%2F%2Fwww.the-sun.com%2Fmoney%2F17043644%2Fdollar-general-ceo-warning-shoppers&t=Dollar%20General%20CEO%20admits%20disturbing%20news%20for%20shoppers)       (17043644.html#thesun-openweb-comments-container)   Comment now   Next        DOLLAR General’s CEO has said a recent trend in consumer behavior appears to show American shoppers are struggling. He said a (https://www.the-sun.com/money/17012822/gen-z-trade-apprenticeship-college-quicker-higher-salary/) salary once seen as a lifelong dream now isn’t even enough to confidently bankroll basic needs. (NINTCHDBPICT001110363463)  Dollar General CEO Todd Vasos has revealed a disturbing trend in consumer behavior Credit: YouTube / Western Carolina University   (Dollar General Retail Location. Dollar General is a small box discount retailer.)  He said affluent shoppers are turning to his brand for savings Credit: Getty   Advertisement   Speaking at the  Goldman SachsGlobal Consumer and Retail Conference , (https://www.the-sun.com/money/16509592/dollar-general-low-prices-ceo/) Todd Vasos said (https://www.the-sun.com/money/17024334/olive-garden-cravings-americans-desire-for-affordable-meals/) gas prices , utility bills, used cars, and food have all lightened the wallets of his shoppers. He said the issue has gotten so severe that (https://www.the-sun.com/money/16971209/dave-ramsey-reveals-debt-collector-trick/) Americans making $100,000 a year aren’t feeling financially stable. Sign up for the Money newsletter   Thank you!    (thesuncom) (d521698f6d)  (/money/17043644/)  (money) () Email address      Please provide a valid email.    (Sign up)   Your info will be used in accordance with our (https://newsprivacy.co.uk/) Privacy Policy   You'll now receive top stories, breaking news, and more, straight to your email.   (1)    “I would tell you, what we’re hearing more and more from them is ‘I don’t feel like I’m higher income at $100,000 any longer,’ because of all of the headwinds that I just mentioned,” Vasos said, according to (https://finance.yahoo.com/economy/articles/dollar-general-ceo-says-consumers-230301704.html) Yahoo! . “So we believe at Dollar General, we’re in a really good position to service all of the different demographics of what we have.” read more money stories   (https://www.the-sun.com/money/17043392/aldi-ready-made-meals-collection/)   READY-MADE Aldi introducing 'hassle-free' item for first time      (https://www.the-sun.com/money/17043041/self-checkout-item-scanner-loose-produce-receipts/)   GOING BANANAS Self-checkout sticker problem could be solved by 'produce-picking' technology        The typical (https://www.the-sun.com/topic/dollar-general/) Dollar General customer makes $45,000 or less a year and relies on the brand for its bargain bin prices, Vasos said. But with the average price of gasoline creeping up to $4.476 a gallon, more middle class Americans are turning to discount brands. “Having 2,000 items at or below $1 is very meaningful for the consumer, always has, but especially in this environment,” Vasos said. Dollar General isn’t the only brand seeing the chain, as Walmart has also reported seeing wealthier shoppers crossing its threshold for savings. Advertisement   Most read in Money  (https://www.the-sun.com/money/17042415/bahama-breeze-orlando-closing-olive-garden-opening/) (An image collage containing 1 images, Image 1 shows NINTCHDBPICT001109141661)     EAT UP Chain restaurant will close next week and be re-opened as an Olive Garden days later     (https://www.the-sun.com/money/17038743/texas-roadhouse-opening-georgetown-texas/) (An image collage containing 1 images, Image 1 shows Texas Roadhouse restaurant sign)     GRAB A PLATE Texas Roadhouse will open doors next month next to Costco and Lowe's     (https://www.the-sun.com/money/17024188/bass-pro-shops-open-mega-store-san-diego-california/) ()     BIG CATCH Bass Pro Shops to open first store in vacation mecca with 'unique custom design'     (https://www.the-sun.com/money/17036241/energy-rebate-checks-new-york-kathy-hochul/) (An image collage containing 1 images, Image 1 shows A happy man holding a paycheck)     CHECK IT OUT Check your mailboxes as 8.5million rebate checks worth up to $200 go out TODAY        The retail chains have been able to hold onto customers through the market changes because they’re staying employed, Vasos explained. Meanwhile, Dollar General has been (https://www.the-sun.com/news/16366074/dollar-general-discount-store-ohio-temporary-ban/) facing bans in some US cities critical of what the brand is actually offering their communities. (17043644.html#thesun-openweb-comments-container)   Comment now       Topics (https://www.the-sun.com/topic/dollar-general/) Dollar General   (https://www.the-sun.com/topic/us-trends/) US Trends            YOU MIGHT LIKE             YOU MIGHT LIKE                                       RECOMMENDED FOR YOU              MORE FOR YOU              MORE FROM THE SUN (https://www.the-sun.com/money/17044701/iphone-owners-claim-payout-apple-false-advertising-settlement/) ()        (https://www.the-sun.com/money/17044701/iphone-owners-claim-payout-apple-false-advertising-settlement/)    TECH TURMOIL iPhone 15 and 16 owners eligible to claim up to $95 in $250million payout  SOME iPhone 15 and 16 owners could get checks for up to $95 as part of a $250million payout.   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(https://www.the-sun.com/money/) Money    (https://www.the-sun.com/money/17044277/fao-schwarz-launches-amazon-storefront-for-shoppers#thesun-openweb-comments-container)         (https://www.the-sun.com/money/17044277/fao-schwarz-launches-amazon-storefront-for-shoppers/)   (https://www.the-sun.com/money/17043644/dollar-general-ceo-warning-shoppers/) ()        (https://www.the-sun.com/money/17043644/dollar-general-ceo-warning-shoppers/)    AIN'T CHEAP Dollar General CEO admits disturbing news for shoppers  HE said a salary once seen as a lifelong dream now isn't even enough to confidently bankroll basic needs.   (https://www.the-sun.com/money/) Money    (https://www.the-sun.com/money/17043644/dollar-general-ceo-warning-shoppers#thesun-openweb-comments-container)         (https://www.the-sun.com/money/17043644/dollar-general-ceo-warning-shoppers/)   (https://www.the-sun.com/money/17043593/jaggers-restaurant-plan-pickerington-ohio-texas-roadhouse/) ()        (https://www.the-sun.com/money/17043593/jaggers-restaurant-plan-pickerington-ohio-texas-roadhouse/)    NEW PLANS Texas Roadhouse opening sister restaurant between Popeyes and Giant Eagle  THE restaurant could open sometime next year, according to representatives.    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