Like many brands this year, Dollar General is debuting its holiday sales early. Rather than waiting for the “unofficial” kickoff to the sales season on November 27, Dollar General’s sales will begin November 13.
On its website and at its more than 16,000 brick and mortar stores, Dollar General will launch a single day pre-sale event on November 13. The deals will span across categories, including beauty, children’s toys, holiday decor, and kitchenware, with Dollar General rolling out special deals for specific brands, like Lego Toys. The sales day could appeal to early holiday shoppers as well as those trying to stretch their holiday budget just a little further. With the Coronavirus pandemic resulting in economic dips for many consumers, making the most of retailer sales could spur an increase in purchases and long-term loyalty. Dollar General is the latest business to get an early start to Black Friday-esque deals and holiday shopping promotions, following the lead of brands like Target and Best Buy. However, many businesses are also starting their sales earlier in exchange for staying shut on actual Black Friday. While Dollar General plans to welcome in shoppers on November 27, holding an early specialty sales event could help it further increase sales and differentiate itself from competitors.
As holiday shopping could decrease by 25% this year, boosting awareness about its sales could help Dollar General appeal to shoppers seeking budget-friendly brands. Given Dollar General’s reputation for high quantity, low price items, the store could connect with more consumers now than ever before. To capitalize on its sales potential, Dollar General is promoting its “Pre-Holiday Sales Event” on Facebook and Twitter, where viewers can catch a glimpse of its lookbooks and potential sales. The brand also released a 10-second video ad on Facebook which shows every category that will be discounted during the limited time event. Building up anticipation for its sales via social media could help Dollar General reach a wider audience and stay top of mind with those looking to get their holiday shopping done early. With consumer search behavior shifting to desktop during the pandemic, Dollar General could focus its promotional efforts on driving consumers to its website, according to a Gartner report. By noting that sales will take place both online and in-store, however, Dollar General could entice a larger range of consumers, particularly as overall demand for deals increases during the pandemic.
Dollar General’s pre-sale event could appeal to consumers around the country looking to save money and shop early this holiday season. By offering digital and in-store deals, the big box brand could sustain its sales boom from earlier this year and continue connecting with deal-hungry consumers amidst the ongoing pandemic.