Rascasse Audience Intelligence

Dollar General Target Market in United States

Dollar General has an estimated audience of 64.8M people in United States.

#13among brands in United States#14in Shopping

The average Dollar General fan in United States is 44.7 years old, more female, and lives primarily in Texas.

Most fans live in Texas, Florida, Ohio.

Top affinities include Family Dollar, Aaron's, Big Lots, with strongest over-indexing on Family Dollar (6.46× the country average).

Demographically, the Dollar General audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Price Sensitivity, Spirituality.

The typical Dollar General fan in United States is more female, around 44.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Family Dollar.

Category: Shopping · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
64.8M
in United States
Gender
68.7%♀
31.3% male
Age
44.7
average years
Country rank
#232
among all objects in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Dollar General

68.7% are female, 31.3% are male, average age 44.7.

Fig. 02

Gender split

68.7%
Female
31.3%
Male
Demographic split for Dollar General audience in United States
MetricValue
Female68.7%
Male31.3%
Average age44.7
Estimated audience size64.8M
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Dollar General audience in United States
Age bracketShare%
16-2410%
25-3416%
35-4419%
45-5424%
55+30%
Fig. 04

Worldwide distribution

97.6%

of the worldwide Dollar General audience comes from United States.

Worldwide audience distribution share by country for Dollar General
CountryShare
United States97.6%
China0.6%
Nigeria0.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Dollar General customers by region in United States
#RegionReachAffinity×
01Mississippi~1.5M2.94×
02Arkansas~1.5M2.54×
03Alabama~2.5M2.48×
04Oklahoma~1.5M2.11×
05West Virginia~700K2.10×
06Tennessee~3M2.05×
07Louisiana~2M2.01×
08Kentucky~1.5M1.93×
09South Carolina~2M1.85×
10Missouri~2M1.71×
11Indiana~2M1.62×
12Ohio~3.5M1.44×
13North Carolina~3M1.43×
14Georgia~3M1.36×
15Iowa~800K1.34×
16Kansas~800K1.34×
17Pennsylvania~3M1.23×
18Michigan~2.5M1.20×
19Texas~5M1.18×
20South Dakota~200K1.17×
21New Mexico~500K1.11×
22North Dakota~200K1.10×
23Florida~4M1.02×
24Delaware~200K1.02×
25Nebraska~400K0.96×
26Wisconsin~900K0.77×
27Vermont~90K0.76×
28Maine~200K0.75×
29Virginia~1M0.74×
30Illinois~2M0.73×
31Wyoming~80K0.71×
32Connecticut~500K0.65×
33Maryland~700K0.56×
34Minnesota~600K0.56×
35Rhode Island~100K0.53×
36New Jersey~900K0.52×
37New Hampshire~100K0.51×
38New York~2M0.49×
39Arizona~600K0.43×
40Oregon~300K0.37×
41Colorado~300K0.30×
42Massachusetts~300K0.24×
43Nevada~100K0.22×
44Montana~40K0.21×
45California~1.5M0.19×
46Utah~100K0.16×
47Washington, District of Columbia~20K0.16×
48Washington~200K0.13×
49Idaho~50K0.13×
50Hawaii~20K0.07×
Fig. 06

Affinity by region

Affinity by region — Dollar General, United States
0.07×1.00×2.94×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Dollar General audience vs. the country average
#·InterestCategoryAffinity×
01Family DollarFashion & Accessoires6.46×
02Aaron'sTechnology & Electronics5.44×
03Big LotsHome & Garden4.99×
04Dollar TreeShopping4.94×
05Torchy's TacosFood & Beverages4.92×
06Market basketShopping4.53×
07BJ's Wholesale ClubShopping3.72×
08Rent-A-CenterHome & Garden3.65×
09MeijerShopping2.95×
10KrogerFood & Beverages2.32×
11WalgreensShopping2.28×
12AldiShopping2.21×
13Five BelowShopping2.19×
14PublixShopping2.15×
15J. C. PenneyShopping1.85×
16Discount storesShopping1.83×
17Hobby LobbyHome & Garden1.80×
18The UPS StoreShopping1.74×
19DoordashFood & Beverages1.59×
20MenardsHome & Garden1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Dollar General audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Dollar General audience vs. the country average · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.68×
SpiritualityBALANCE1.35×
MindfulnessBALANCE1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Dollar General audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.88×
Early Adopter MentalityPOWER0.92×
Design AffinityPREMIUM0.94×
0×1.00× baseline2×
Appendix

Explore more audiences

More Shopping audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Dollar General over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/dollar-general-10083” · Methodology