{
  "id": 8788900,
  "title": "Dollar General CEO says consumers making $100,000 a year don’t feel like high-income shoppers anymore as high gas prices and inflation reshape habits",
  "url": "https://urgent.news/2026/09/20/dollar-general-ceo-says-consumers-making-100-000-a-year-dont-feel",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-20T23:03:01.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/09/20/dollar-general-high-income-shoppers-100000-high-gas-prices-inflation/"
  },
  "original_language": "en",
  "account": "Dollar General's CEO, Todd Vasos, has observed that high-income shoppers, who once considered a six-figure salary a mark of success, are now seeking bargains like everyone else due to the impact of inflation. Inflation, which began during the COVID-19 pandemic, has diminished the value of a $100,000 salary, causing Americans earning that amount to shop for deals at discount stores like Dollar General. This shift in consumer behavior was highlighted at the Goldman Sachs Global Consumer and Retail Conference, where Vasos noted that even those making over $100,000 are feeling the financial strain. He attributed this change in shopping habits to rising gas prices, inflation, and the increasing cost of everyday necessities, such as utility bills, new and used cars, insurance, food, and caregiving costs. Despite these challenges, consumers have remained resilient, primarily due to maintaining their employment. Vasos pointed out that Dollar General's strategy of offering items priced at or below $1 has proven effective in helping consumers navigate the economic landscape. Even those earning six-figure incomes are recognizing that their income is no longer a milestone of success but rather a bare minimum for staying afloat. A survey by the Harris Poll found that 64% of six-figure earners feel that their income is not a measure of success, with 64% using rewards points to pay for essentials, 50% employing \"buy now, pay later\" plans for purchases under $100, and 46% relying on credit cards to make ends meet. Some experts, like Michael Green, have argued that the real poverty line should be around $140,000, as the cost of living has outpaced traditional measures of income.",
  "summary": "\"Having 2,000 items at or below $1 is very meaningful for the consumer, always has, but especially in this environment.\"",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}