Dollar stores, off-price chains and Best Buy all sent the same message: Value matters

Axios Axios —

American shoppers are https://www.axios.com/2026/05/28/consumer-spending-income-pce" target="_blank">still spending — but they're becoming pickier about where their money goes.

Why it matters: Results Thursday from Dollar Tree, Burlington, https://www.axios.com/2025/09/15/best-buy-tv-xxl-televisions-holiday-shopping" target="_blank">Best Buy and https://www.axios.com/2026/03/10/kohls-stock-earnings-traffic-2026-outlook" target="_blank">Kohl's suggest that consumers are still willing to spend on bargains and small indulgences — yet are becoming increasingly selective as https://www.axios.com/2026/05/26/new-oil-order-iran-deal-prices" target="_blank">higher gas prices and other everyday costs pressure household budgets.

The big picture: Retailers gaining traction right now are the ones giving shoppers clear https://www.axios.com/2026/04/28/subway-value-menu-launch-mcdonalds-mcvalue-deals" target="_blank">value, convenience or a reason to spend.

  • https://www.axios.com/2025/12/03/dollar-tree-new-customers-higher-income" target="_blank">Dollar Tree CEO Mike Creedon said customers remain "value focused" as higher fuel prices and broader economic uncertainty pressure budgets.
  • "People still want to treat themselves," Creedon said, describing Dollar Tree as a "guilt-free" option for shoppers looking for affordable indulgences.

By the numbers: Dollar Tree posted 3.5% comparable sales growth and raised guidance.

What they're saying: Burlington CEO Michael O'Sullivan offered a simple explanation for the current retail environment: "The customer is voting for value."

  • Neil Saunders, managing director at GlobalData, said Dollar Tree's results suggest financially pressured consumers are cutting some discretionary trips while still relying on value retailers for essentials.
  • Costco executives said higher gas prices drove record fuel demand during the quarter as shoppers became increasingly price sensitive, though members were still willing to splurge on some higher-end products when the value felt compelling.

Between the lines: Discount and off-price chains continue to benefit from trade-down behavior as consumers stretch tighter budgets further.

  • Dollar Tree said it sees more value-focused shopping across income groups, while Burlington said shoppers continue to prioritize affordability.
  • Kohl's CEO Michael Bender described shoppers as "sitting around their kitchen table trying to make life work" as they juggle gas, food and utility costs.
  • Lower-priced https://www.axios.com/2026/05/08/target-walmart-jcpenney-store-brands-growth" target="_blank">store-owned brands, expanded coupon eligibility and value-focused merchandising helped bring core customers back into stores, Kohl's executives said.

Yes, but: Thursday's earnings also showed consumers are still willing to spend on discretionary products when they feel they are compelling enough.

  • Best Buy CEO Corie Barry said shoppers remain "value focused and attracted to sales moments," but are still willing to spend on higher-ticket technology products "when they need to or when there is technology innovation" — particularly in gaming, computing and mobile phones.
  • Best Buy also said it expects some technology prices to rise later this year as higher memory costs flow through the industry.

    Some gaming systems have already started raising prices.

  • Gap Inc. also reported its ninth consecutive quarter of positive comparable sales, helped by stronger performance at Gap and Old Navy.

The bottom line: In this economy, retailers aren't just competing on price — they're competing for justification.

Editor's note: This story has been updated with Costco and Gap Inc.'s earnings.

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