March 16, 2026
Image Courtesy of Dollar General
Should Dollar General Add a Treasure Hunt Experience?
With the treasure hunt experience proving to be a big traffic and conversion driver in recent years for Costco, off-pricers like TJ Maxx, as well as thrift shops, Dollar General wants to give it a try.
Dollar General said last week it’s rolling out a completely redesigned store format in 2026, one featuring more open layouts and enhanced browsing.
“We have reimagined our traditional store format by creating a new layout in response to what customers have told us they want from their shopping trip,” said Todd Vasos, CEO, on the retailer’s fourth-quarter analyst call. “This new format is designed to be more open and inviting, resulting in greater browsing and treasure hunt shopping as customers are exposed to more categories as they navigate the store.”
The format was in a portion of 2025 remodel projects — and delivered an incremental sales lift and relative sales outperformance compared to traditional remodels. Vasos stated, “Ultimately, we believe this format will help drive both increased transactions and ticket as the store provides for an even fuller fill-in trip.”
The new store model is part of a broader push to gain additional marketing share with new and existing customers, one that also includes a goal to increase non-consumable penetration to up to 20% by 2029.
Dollar General Seeks To Launch New Treasure Hunt Experiences on Back of Solid Recent Financials
Dollar General delivered a 4.3% same-store gain in the fourth quarter, with non-consumables outpacing “solid” consumables for the fourth straight quarter partly based on a boost from new brands, including Dolly Parton and Kathy Ireland. To support non-consumable growth in 2026, Dollar General will launch at least 15 new non-consumable brands, reinforce closeout buying, implement a loyalty program pilot for some non-consumable categories, and integrate shoppable social marketing to accelerate sales in discretionary categories.
Dollar stores have traditionally been known for offering a convenient “in and out” experience supported by their smaller footprints located near customers and smaller parking lots.
Retail foot traffic tracker Placer.ai found last year that Dollar General’s growth has been “fueled largely by its dominance in short visits — ‘in-and-out’ trips lasting less than ten minutes for essentials like milk, bread, eggs, or snacks.” In the second quarter of 2025, Dollar General accounted for 28% of all under-ten minute visits, up from 24.1% in the second quarter of 2019, as it’s taken visits from traditional grocers.
Regardless, the treasure hunt element has been a winning formula for warehouse clubs and off-pricers. Amid high food inflation, a Wall Street Journal article from 2024 also heralded the rise in “treasure-hunt grocery shopping” as consumers are increasingly visiting more stores to find grocery bargains. AlixPartners’ global co-leader of AI & Data Practice Group Angela Zutavern told NBC’s TODAY Show in 2024, “Retailers get that consumers want choices, so they’re looking very carefully at what products they put on promotion.”
BrainTrust
Bradley Cooper
Associate VP, Technology, SASR Workforce Solutions
Richard Hernandez
Merchant Director
Bhargav Trivedi
Solutions Architect, Bloomreach
Recent Discussions
Discussion Questions
Would adding a treasure-hunt aspect be more additive or disruptive to the Dollar General shopping experience?
How do you see such a ‘more open and inviting’ format working for Dollar General?
Poll
Loading …
Dollar stores have traditionally been known foroffering a convenient “in and out” experience supported by their smaller footprints located near customers and smaller parking lots.
This was my initial thought, guiding me toward a “no” (coupled with my personal experience that these are grim places I’d want to visit as seldom as possible.) But on further reflection, isn’t a place that already caters to those looking for bargains really the perfect place for developing that concept to the nth degree? It might be.
That having been said, and on more of a general note – than to Dollar General specificly – the whole “treasure hunt” concept is quickly becoming a fad…and a tiresome one (of diminishing returns): ultimately retailers perform best when they connect patrons with what they want, efficiently…entertainment is best left to those who specialize in that.
What’s interesting is that the treasure hunt model hasn’t really existed in many rural markets. No Costco. No TJ Maxx. If Dollar General can create even a small version of that discovery experience, it may feel entirely new to customers who’ve never had it locally. In those communities, that’s not imitation, it’s introduction.
This is what Dollar General’s Popshelf concept was supposed to address – and that wasn’t a resounding success. That said, it’s reasonable to introduce more inspiration and treasure hunting into select Dollar General locations. But this has to be executed without disrupting the core mission – which remains stocking up on essentials. Dollar General also needs to ensure there is enough staffing to maintain standards.
Shopping at Dollar General has always been a bit of a treasure hunt: you never know what you’ll discover around the next corner. I think we are confusing “treasure hunt” with fixturing.
What we are really saying here is that Dollar General wants to add merchandise outposts and speed bump displays throughout the sales floor. That makes sense. Michael’s does it. HomeGoods does it. Why shouldn’t Dollar General?
Dollar General’s move toward a treasure-hunt model is additive if executed with guardrails. Their core strength is speed and convenience; disrupting that risks alienating mission-driven shoppers. The opportunity lies in blending discovery with precision—using data to localize assortments, guide store layouts, and align digital signals with in-store experiences. A more open format can work if it reduces friction while surfacing high-margin items. The key is orchestrating personalization without compromising trip efficiency or operational simplicity.
Was a study done to ask shoppers what they want out of the store?
To reiterate what has been mentioned- many times I have walked in these stores and carts with product to be stocked seem to be everywhere. Some of these stores are in very rural areas and while the treasure hunt idea sounds good, but I think the execution might be hard to carry out in a small box. It’s kind of a treasure hunt already in a lot of stores…
Dollar General’s core value proposition has always been rooted in essentials and everyday basics, particularly for rural and value-conscious shoppers—and that is unlikely to change. Any move toward a “treasure hunt” experience should be viewed as additive, not transformational. If executed well, introducing limited opportunistic buys or seasonal surprises could help increase basket size and drive incremental trips, giving shoppers a reason to explore beyond their core list. But the risk is real: if not managed carefully, it could introduce clutter and confusion into a format that depends heavily on speed, convenience, and reliability.
The bigger question is whether the foundation is strong enough to support that layer of discovery. Dollar General—and others in the segment—still have significant opportunities in inventory management, shelf replenishment, and staffing execution. When stores struggle with in-stock issues, recovery, or basic merchandising, adding a treasure-hunt element may actually detract from the experience rather than enhance it. Shoppers come to these stores for certainty: they want to know that essential items are available, easy to find, and priced right.
If Dollar General can first strengthen those fundamentals, then a curated treasure-hunt approach—tight assortments, clear placement, and disciplined rotation—could be a meaningful growth lever. In that scenario, it becomes a way to layer in excitement without compromising reliability. But without that operational discipline, the concept risks becoming more disruptive than additive to the core shopping mission.
Does it solve any current shopper friction?
complaints from Dollar General shoppers:
Price Discrepancies (Overcharging): A major complaint is that the price at the register is higher than the price listed on the shelf, leading to allegations of deceptive pricing.
Messy and Overcrowded Stores: Customers often report that aisles are blocked by inventory carts, making them hard to navigate and creating safety hazards.
Long Wait Times/Understaffing: Shoppers frequently have to wait for staff to finish stocking to check out, with many reporting only one employee working the entire store.
Poor Customer Service/Rude Staff: Reviews often highlight employees who are unhelpful, rude, or unavailable, creating a negative shopping experience.
Out-of-Stock/Unorganized Inventory: Shelves are often described as empty, unstocked, or unorganized, particularly concerning coupon or advertised items.
More Discussions
Will Digital Rebates Bolster Slumping Alcohol Sales?
Will the issuance of digital rebates help bolster slumping alcohol sales?Will Walmart’s Fast-Track Remodels Be an Upgrade?
Is Walmarts new approach to certain store remodels a wise one?Are New Self-Checkout Restrictions a Good Idea?
New self-checkout restrictions are becoming a hot topic, and the subject of much legislation.
This was my initial thought, guiding me toward a “no” (coupled with my personal experience that these are grim places I’d want to visit as seldom as possible.) But on further reflection, isn’t a place that already caters to those looking for bargains really the perfect place for developing that concept to the nth degree? It might be.
That having been said, and on more of a general note – than to Dollar General specificly – the whole “treasure hunt” concept is quickly becoming a fad…and a tiresome one (of diminishing returns): ultimately retailers perform best when they connect patrons with what they want, efficiently…entertainment is best left to those who specialize in that.
What’s interesting is that the treasure hunt model hasn’t really existed in many rural markets. No Costco. No TJ Maxx. If Dollar General can create even a small version of that discovery experience, it may feel entirely new to customers who’ve never had it locally. In those communities, that’s not imitation, it’s introduction.
This is what Dollar General’s Popshelf concept was supposed to address – and that wasn’t a resounding success. That said, it’s reasonable to introduce more inspiration and treasure hunting into select Dollar General locations. But this has to be executed without disrupting the core mission – which remains stocking up on essentials. Dollar General also needs to ensure there is enough staffing to maintain standards.
Shopping at Dollar General has always been a bit of a treasure hunt: you never know what you’ll discover around the next corner. I think we are confusing “treasure hunt” with fixturing.
What we are really saying here is that Dollar General wants to add merchandise outposts and speed bump displays throughout the sales floor. That makes sense. Michael’s does it. HomeGoods does it. Why shouldn’t Dollar General?
Dollar General’s move toward a treasure-hunt model is additive if executed with guardrails. Their core strength is speed and convenience; disrupting that risks alienating mission-driven shoppers. The opportunity lies in blending discovery with precision—using data to localize assortments, guide store layouts, and align digital signals with in-store experiences. A more open format can work if it reduces friction while surfacing high-margin items. The key is orchestrating personalization without compromising trip efficiency or operational simplicity.
Was a study done to ask shoppers what they want out of the store?
To reiterate what has been mentioned- many times I have walked in these stores and carts with product to be stocked seem to be everywhere. Some of these stores are in very rural areas and while the treasure hunt idea sounds good, but I think the execution might be hard to carry out in a small box. It’s kind of a treasure hunt already in a lot of stores…
Dollar General’s core value proposition has always been rooted in essentials and everyday basics, particularly for rural and value-conscious shoppers—and that is unlikely to change. Any move toward a “treasure hunt” experience should be viewed as additive, not transformational. If executed well, introducing limited opportunistic buys or seasonal surprises could help increase basket size and drive incremental trips, giving shoppers a reason to explore beyond their core list. But the risk is real: if not managed carefully, it could introduce clutter and confusion into a format that depends heavily on speed, convenience, and reliability.
The bigger question is whether the foundation is strong enough to support that layer of discovery. Dollar General—and others in the segment—still have significant opportunities in inventory management, shelf replenishment, and staffing execution. When stores struggle with in-stock issues, recovery, or basic merchandising, adding a treasure-hunt element may actually detract from the experience rather than enhance it. Shoppers come to these stores for certainty: they want to know that essential items are available, easy to find, and priced right.
If Dollar General can first strengthen those fundamentals, then a curated treasure-hunt approach—tight assortments, clear placement, and disciplined rotation—could be a meaningful growth lever. In that scenario, it becomes a way to layer in excitement without compromising reliability. But without that operational discipline, the concept risks becoming more disruptive than additive to the core shopping mission.
Does it solve any current shopper friction?
complaints from Dollar General shoppers:
Price Discrepancies (Overcharging): A major complaint is that the price at the register is higher than the price listed on the shelf, leading to allegations of deceptive pricing.
Messy and Overcrowded Stores: Customers often report that aisles are blocked by inventory carts, making them hard to navigate and creating safety hazards.
Long Wait Times/Understaffing: Shoppers frequently have to wait for staff to finish stocking to check out, with many reporting only one employee working the entire store.
Poor Customer Service/Rude Staff: Reviews often highlight employees who are unhelpful, rude, or unavailable, creating a negative shopping experience.
Out-of-Stock/Unorganized Inventory: Shelves are often described as empty, unstocked, or unorganized, particularly concerning coupon or advertised items.