Dollar Tree, known for selling $1 items, will start testing higher price points in what it’s calling a “multi-price evolution” driven by a combination of customer demand and inflation.
“For decades, our customers have enjoyed the ‘thrill-of-the-hunt’ for value at one dollar—and we remain committed to that core proposition—but many are telling us that they also want a broader product assortment when they come to shop,” the company’s chief executive, Michael Witynski, said in a statement.
Investors welcomed the announcement, with Dollar Tree Inc. shares shooting up around 15 percent on the news.
“Our brand promise is that customers get great value for what they spend at Dollar Tree,“ Witynski said. ”We will continue to be fiercely protective of that promise, regardless of the price point, whether it is $1.00, $1.25, $1.50.”
With the announcement, Dollar Tree has become the latest retailer to look at passing on at least some of the rising costs to customers.
Surging prices have been a headline theme amid the economic recovery, rising faster than wages and eroding the purchasing power of Americans.
Core personal consumption expenditures (PCE) inflation, which excludes the volatile categories of food and fuel and is the Fed’s preferred gauge for price growth, has risen sharply in recent months, well above the central bank’s 2 percent target.
While Fed officials have expressed concern about price pressures, they predict that the high rate of inflation is a transitory phenomenon. Still, they acknowledge there’s a risk that price pressures will be stickier than previously anticipated.