Millennials lead the large proportion of consumers in the United States planning to shop dollar stores during the 2025 holiday season, according to a new survey.
Survey results released by VTEX, an enterprise digital commerce platform, revealed 73% of consumers polled said they plan to do at least part of their shopping at value retailers such as Dollar General, Dollar Tree and Five Below. In the research, Millennials showed the strongest intent, with 53% saying they are very likely to make dollar stores part of their holiday shopping.
Social media still will play a role in value shopping during the holidays, with 28% of consumers saying they had been influenced by TikTok and/or Instagram content featuring dollar stores, a number that rises to 52% among GenZers.
In other results, VTEX noted:
- 61% of shoppers said dollar store retailers were their top choice for stocking stuffers, with holiday décor and party supplies, both at 59%, the categories next most targeted.
- 26% had already shopped online at dollar stores, and another 53% said they would if online prices matched in- store prices..
- 22% of consumers said they ranked same-day delivery as critical in their holiday shopping, with 21% placing a priority on mobile coupon apps and 19% on buy-online-pickup-in-store.
- 53% of consumers polled expected to spend $500 or less this season, underscoring the appeal of value-driven retailers.
The survey results indicate the 2025 holiday season will be one when discount retailers sit at the intersection of affordability and accessibility, VTEX pointed out. Consumers intend to stretch their budgets by turning to value-driven stores, and they also expect the digital ease, delivery options and inspiration offered by mass retailers and e-commerce giants.
Mariano Gomide de Faria, VTEX founder and co-CEO, said Shein and Temu got the attention of value-driven holiday shoppers in 2024, “but with tariffs and higher costs reshaping the playing field, this year could be the moment for American discount retailers to win big. Consumers are still laser-focused on price, but the real test is whether dollar stores can pair that affordability with digital convenience. If they close the gap between in-store value and online expectations, they won’t just ride the wave of price-consciousness; they could redefine who really owns the holiday season.”
