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Young Consumers Are Turning to Dollar Stores in The Face of Another Recession

With fear of a recession, and the already huge impact of inflation, YPulse’s brand data shows affinity for dollar stores is on the upswing among Gen Z and Millennials…

Written and Edited by the YPulse Editorial Team

Sep 29 2022
North America

KEY TAKEAWAYS

Gen Z and Millennials’ overall brand affinity for dollar stores has risen significantly in the last year
Dollar store items go viral on social media, because of their quality as much as their price
Knowing how young consumers are prepared to handle a recession, dollar store brands will be able to provide the necessities they hope to save on

Gen Z and Millennials are stressed about money, between the economic hardships that came with the pandemic, inflation causing rising prices all year, and now the looming threat of another recession. In fact, when YPulse asked young people to think about the current state of the economy, 40% say we’re already in a recession. Despite some experts saying another recession wouldn’t be as bad as the detrimental ones these young gens have seen already, they’re showing caution in their spending habits anyway. CNN reports that despite wages rising faster than ever, inflation is doing the same, and “the cost...