‘Trade-Down’ Shoppers Boost Dollar General

“And I think people are recognizing that we are offering values now that are pretty consistent on a day-in and day-out basis.” — Richard Dreiling, CEO, Dollar General

GOODLETTSVILLE, Tenn. — Dollar General last week said efforts to broaden its customer appeal helped the company increase earnings by 47% and sales by 10.4% during the fiscal second quarter.

Sales of $4 billion and earnings for $214 million were slightly above analyst estimates and prompted the company to increase its guidance for sales and earnings for the fiscal year. Same-store sales increas

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