Dollar General Logs 7 Million App Users as Consumers Shop Digitally

Dollar General’s latest quarterly earnings results, released Thursday (March 12), showed steady demand for low-priced essentials alongside a growing digital ecosystem.

The retailer reported net sales of $10.9 billion for the fourth quarter of 2025, an increase of 5.9%, while same-store sales rose 4.3%. Growth reflected stronger customer traffic and larger transaction sizes, per the company’s earnings materials and management commentary.

Consumers Continue to Focus Spending on Value

Dollar General CEO Todd Vasos told analysts during a conference call that Dollar General’s performance continues to reflect the importance of value and convenience for shoppers navigating an uncertain economic environment.

According to the company, same-store sales growth reflected a 2.6% increase in customer traffic and a 1.7% increase in average transaction amount.

Executives said shoppers across income brackets remain highly focused on value when deciding where to spend.

“Private brands, the one-dollar price point, and a strong everyday low price—those are the benchmarks for what our customers are looking for,” Vasos said during the call.

From a category standpoint, sales increased across consumables, seasonal merchandise, home products and apparel, indicating that the retailer is capturing essential purchases and some discretionary spending.

Digital Initiatives Influence Shopping Behavior

Alongside its traditional store network, Dollar General has been expanding its digital capabilities.

Executives highlighted the scale of the company’s digital ecosystem, which now includes more than 7 million monthly active users on the DG mobile app and over 100 million marketable customer profiles across its platforms.

According to details from the earnings call, more than 80% of delivery orders arrive within one hour, and delivery transactions typically produce larger baskets than in-store purchases. Delivery activity contributed roughly 80 basis points to the company’s fourth-quarter comparable sales growth.

Dollar General is also investing in its DG Media Network, a retail media platform that connects digital advertising with online and in-store purchasing behavior. In 2025, the network generated approximately $170 million in retail media volume, according to the company.

Artificial Intelligence and Operational Efficiency

Executives also described the early stages of a broader technology push that includes artificial intelligence.

During the earnings call, management said the company is developing an enterprise-wide AI operating system designed to reshape workflows and automate decision-making across areas such as supply chain management and store operations.

Chief Financial Officer Donny Lau said the company is already seeing operational improvements tied to initiatives such as inventory management and shrink reduction.

Gross profit reached 30.4% of sales in the quarter, up from 29.4% a year earlier, reflecting lower shrink, higher inventory markups and reduced merchandise damage.

Omnichannel Expansion and the 2026 Outlook

Looking ahead, Dollar General management said they expect continued growth driven by a combination of store expansion, digital engagement and operational efficiency.

For fiscal 2026, the company forecasts net sales growth of 3.7% to 4.2% and same-store sales growth of 2.2% to 2.7%.

Shares were down 5% in early trading Thursday.

The retailer also plans an extensive real estate strategy that includes opening approximately 450 new stores and completing thousands of store remodel projects.

Executives said the goal is to strengthen the connection between the company’s physical footprint and its digital ecosystem.

Management emphasized that Dollar General’s nearly 21,000 stores remain central to the model, particularly in rural communities where the company often serves as a primary retail option.