Dollar General Audience in United States

Dollar General logo

Dollar General has an estimated audience of 64,760,671 people in United States. 68.7% are female, 31.3% are male, average age 44.0. Top regions: Texas, Florida, Ohio. Top brand affinities: Dollar Tree, Family Dollar, Walgreens, Aldi, Kroger.

The average Dollar General fan in United States is 44.0 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, Florida, Ohio. Top brand affinities include Dollar Tree, Family Dollar, Walgreens, with strongest over-indexing on Dollar Tree (4.94× the country average). Demographically, the Dollar General audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Price Sensitivity, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Brand

Demographics of Dollar General fans

Demographic split for Dollar General audience in United States
MetricValue
Female68.7%
Male31.3%
Average age44.0
Estimated audience size64,760,671

Audience persona

The typical Dollar General fan in United States is more female, around 44.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Dollar Tree.

Top regions in United States

Top regions ranked by reach for Dollar General in United States
RegionReachAffinity
Texas6,554,0761.18×
Florida4,420,6971.01×
Ohio3,049,2331.53×
Pennsylvania2,847,8881.31×
Tennessee2,768,0792.13×
North Carolina2,756,4561.41×
Georgia2,702,4321.35×
Michigan2,095,3151.24×
Alabama2,091,0132.31×
Indiana2,011,6861.7×
New York1,825,7450.5×
Missouri1,787,3791.71×
South Carolina1,761,4171.81×
Louisiana1,725,0352.07×
Illinois1,642,4650.76×
Kentucky1,604,2851.98×
California1,602,4260.23×
Mississippi1,534,9492.88×
Oklahoma1,444,0922.01×
Arkansas1,363,6252.56×
Virginia1,262,8380.8×
New Jersey871,3310.53×
Wisconsin753,5480.77×
Iowa742,4101.39×
Kansas725,7361.42×
Maryland659,1060.59×
West Virginia646,1192.14×
Minnesota524,7410.57×
Arizona464,7510.35×
Connecticut412,6570.64×
New Mexico336,2001.04×
Nebraska321,5060.99×
Massachusetts306,6930.24×
Oregon304,6870.41×
Colorado303,2140.3×
Washington192,6780.15×
Maine174,0270.75×
Delaware168,3810.94×
South Dakota157,9391.06×
Nevada153,5180.25×
North Dakota137,5211.03×
New Hampshire122,9270.48×
Rhode Island106,0470.51×
Utah86,3880.15×
Vermont79,2760.7×
Wyoming60,4130.63×
Idaho41,1870.13×
Washington, District of Columbia33,8410.17×
Montana29,0250.16×
Hawaii7,9150.03×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Dollar General audience
BrandAffinityCategory
Dollar Tree4.94×Shopping
Family Dollar6.46×Fashion & Accessoires
Walgreens2.28×Shopping
Aldi2.21×Shopping
Kroger2.32×Food & Beverages
Hobby Lobby1.8×Home & Garden
Meijer2.95×Shopping
Big Lots4.99×Home & Garden
BJ's Wholesale Club3.72×Shopping
Publix2.15×Shopping
Five Below2.19×Shopping
The UPS Store1.74×Shopping
Aaron's5.44×Technology & Electronics
Market basket4.53×Shopping
Discount stores1.83×Shopping
J. C. Penney1.85×Shopping
Rent-A-Center3.65×Home & Garden
Doordash1.59×Food & Beverages
Torchy's Tacos4.92×Food & Beverages
Menards1.52×Home & Garden

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Dollar General audience
TraitClusterScore
Price SensitivityPREMIUM1.81
Family OrientationCONSERVATISM1.74
Convenience OrientationPREMIUM1.42
IndulgenceJOY1.37
ExtroversionTHRILL1.31
Community OrientationOPEN1.19

Worldwide distribution

Worldwide audience distribution share by country for Dollar General
CountryShare
United States97.6%
China0.6%
Nigeria0.2%

See Dollar General audiences in other countries

More Shopping audiences in United States

Frequently asked questions

How many fans does Dollar General have in United States?

Dollar General has an estimated audience of 64,760,671 people in United States, concentrated in Texas and Florida.

What is the gender split and age of Dollar General fans?

68.7% of Dollar General fans are female, 31.3% are male, with an average age of 44.0 years.

Which brands do Dollar General fans like most?

Dollar General fans show strongest brand affinity for Dollar Tree (4.94×), Family Dollar (6.46×), and Walgreens (2.28×) over the country average.

Where do Dollar General fans live in United States?

Dollar General fans in United States are most concentrated in Texas (reach 6,554,076), Florida (reach 4,420,697), and Ohio (reach 3,049,233). These three regions account for the largest share of the active audience.

What other brands do Dollar General fans also like?

Beyond Dollar General itself, the audience over-indexes on Family Dollar (6.46×), Walgreens (2.28×), Aldi (2.21×), and Kroger (2.32×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Dollar General. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.