As they fine-tune their holiday promotions, dollar stores are well positioned to cash in on grocery sales during the winter months.
Dollar General is planning a seasonal offer of 11 wrapped gifts for $100, plus a Christmas Eve drawing that will make one shopper a millionaire.
Consumers who purchase designated items like Oreo cookies, Lipton Tea Bags and Miracle Whip mayonnaise through Dec. 15 and enter their receipt code on Dollar General's website will earn additional entries in the drawing.
“Over the years we've tried to do something in the fourth quarter to stimulate sales,” said Richard Dreiling, chief executive officer of Dollar General. “We believe we'll be able to drive [shopper] behavior with this program.”
In addition to the grand prize, two first prizes of $10,000, six second-prize 3-carat diamond tennis bracelets, 40 third-prize 26-inch flat-screen LCD TVs and 1,500 $50 Dollar General Gift Cards will be awarded.
Meanwhile, Family Dollar is planning “a great selection of toys under $10,” said Howard Levine, CEO of the chain.
According to a recent Nielsen Co. report, 35% of shoppers plan to spend less this holiday season, with many consumers shifting their purchases to more value-oriented retailers.