Sep 16, 2026, 11:37 AM ET
Justin Sullivan/Getty Images News
Dollar General (DG) CEO Todd Vasos said earlier in the week that sustained inflation and high gas prices (UGA) (XB1:COM) are squeezing shoppers across all income levels, driving even those earning over $100K to adopt budget-conscious habits and positioning the discount retailer to capture a broader demographic.
Speaking at a Goldman Sachs Global Consumer and Retail conference, Vasos highlighted that economic distress is no longer limited to the chain's core consumer base. He noted that whenever gas prices approach or surpass $4 a gallon, Dollar General’s (DG) traditional customers radically shift their behavior. To manage costs, these shoppers opt to stay closer to home, making more frequent trips but purchasing less on each visit.
As the Middle East conflict lingers and drives up global energy (USO) (BNO) (XLE) prices, the national average for a gallon of regular gas is sitting well above that threshold at around $4.36, according to recent AAA data.
The financial strain has also cascaded up the income ladder. According to Vasos, middle- and upper-middle-class consumers are now mirroring the purchasing habits of lower-income shoppers due to years of sustained inflation on basic goods. Even households earning over $100K—which Dollar General (DG) categorizes as high income—are feeling the pinch.
Vasos said that the retailer is hearing more from this demographic, noting that many say they no longer feel like high-income earners because of persistent economic headwinds.
Despite the challenging macroeconomic environment for consumers, Vasos remains optimistic about the company's outlook, believing Dollar General (DG) is in a strong position to serve this newly budget-conscious spectrum of shoppers across all demographics.
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