As inflation continues to soar and prices hike, more Americans are "barking up" the dollar tree.
Dollar General has made tremendous gains among middle-income shoppers over the course of the pandemic.
The company's CEO said its core consumer previously had a household income of about $40,000 a year or less.
But the company's new higher-income shopper is in the $60,000 to $75,000 range, with some netting as much as $100,000.
Dollar Tree and Five Below have reported similar shopping trends.
Both companies have teamed up with Instacart to accommodate higher-income shoppers.