If there is one thing that I love, it’s a bargain. Being an avid thrifter and enjoyer of not breaking the bank, there are several places I gravitate towards to save me a few dollars. Why buy a $40 candle when I can get the same or similar quality candle for $1 instead?
Now stay in this headspace for a little while longer and consider who else may be shopping in value stores like this and what they may be like. Building a buyer persona for a demographic is vital for knowing who you are selling to. Here is an example of one that I made to give you some food-for-thought.
Justification for Fit
The persona, “Budget Barb”, fitted for The Dollar Tree, fits closely with the typical consumer demographics of the company. This population tends to be lower-middle/working class with household a majority of the market’s income being less than $75,000 yearly (Team, 2025). With a population that is mostly female, typically with a single or single-parent family dynamic, the main goal of this persona is to remain within budget, still having access to quality and name brand products, and being able to quickly and efficiently shop for everything they need in one location.
References
(2026, April). Dollar & Variety Stores in the US. 46299. Retrieved from IBISWorld database. https://my-ibisworld-com.hanlib.idm.oclc.org/us/en/industry/45299/at-a-glance
Brand KPIs for retail stores: Dollar Tree in the United States | Statista. (2020). Statista. https://www.statista.com/study/200713/brand-kpis-for-retail-stores-dollar-tree-in-the-united-states/
Dollar Tree, Inc. (2024). About. Dollar Tree, Inc. https://corporate.dollartree.com/about
Sleter, G. (2025, April 8). New Report Highlights Differences Between Dollar Store Chains. Store Brands. https://storebrands.com/new-report-highlights-differences-between-dollar-store-chains
Team, P. (2025, November 21). What is Customer Demographics and Target Market of Dollar Tree Company? Porter’s Five Forces; Porter’s Five Forces. https://portersfiveforce.com/blogs/target-market/dollartree