Rascasse Audience Intelligence

Dollar General Target Market in United States

A data profile of the people who buy, follow and care about Dollar General in United States — modelled from more than twelve digital signal sources. Dollar General has an estimated audience of 64,760,671 people in United States.

#12among Brand in United States#14in Shopping

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, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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.

Category: Shopping · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Dollar General profile in United States.

Audience size
64.8M
in United States
Gender
68.7%♀
31.3% male
Age
44.0
average years
Country rank
#238
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Dollar General

68.7% are female, 31.3% are male, average age 44.0.

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 age44.0
Estimated audience size64,760,671
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Dollar General audience in United States
Age bracketShare%
16-1910%
20-2916%
30-3919%
40-4924%
50+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

Where the Dollar General audience in United States is strongest.

Fig. 05

Top regions by affinity

Dollar General customers by region in United States
#RegionReachAffinity×
01Mississippi~1.5M2.94×
02Arkansas~1.5M2.54×
03Alabama~2M2.48×
04Oklahoma~1.5M2.11×
05West Virginia~600K2.10×
06Tennessee~2.5M2.05×
07Louisiana~1.5M2.01×
08Kentucky~1.5M1.93×
09South Carolina~2M1.85×
10Missouri~2M1.71×
11Indiana~2M1.62×
12Ohio~3M1.44×
13North Carolina~3M1.43×
14Georgia~2.5M1.36×
15Iowa~700K1.34×
16Kansas~700K1.34×
17Pennsylvania~2.5M1.23×
18Michigan~2M1.20×
19Texas~6.5M1.18×
20South Dakota~200K1.17×
21New Mexico~400K1.11×
22North Dakota~100K1.10×
23Florida~4.5M1.02×
24Delaware~200K1.02×
25Nebraska~300K0.96×
26Wisconsin~700K0.77×
27Vermont~90K0.76×
28Maine~200K0.75×
29Virginia~1M0.74×
30Illinois~1.5M0.73×
31Wyoming~70K0.71×
32Connecticut~400K0.65×
33Maryland~600K0.56×
34Minnesota~500K0.56×
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~90K0.16×
47Washington, District of Columbia~30K0.16×
48Washington~200K0.13×
49Idaho~40K0.13×
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 entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Dollar General audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dollar General audience
#·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
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dollar General audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Dollar General audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.68×
SpiritualityBALANCE1.35×
MindfulnessBALANCE1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dollar General audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.88×
Early Adopter MentalityPOWER0.92×
Design AffinityPREMIUM0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dollar General's target market in United States?

Dollar General's target market in United States covers an estimated 64,760,671 people, concentrated in Texas and Florida.

02

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

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

03

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.

04

Where do Dollar General fans live in United States?

Dollar General fans in United States are most concentrated in Texas (reach ~6.5M), Florida (reach ~4.5M), and Ohio (reach ~3M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in United States

See Dollar General audiences in other countries

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.

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