Dollar General Corporation is one of America’s most recognizable names in the retail industry. With a focus on affordability, convenience, and community, Dollar General has carved out a unique space in the competitive discount retail market. Headquartered in Goodlettsville, Tennessee, the company operates thousands of stores across the United States, serving both rural and suburban communities.
Founded in 1939 by J.L. Turner and his son Cal Turner Sr., Dollar General began as a family-owned business with a single store in Scottsville, Kentucky. Originally called J.L. Turner and Son, the company transitioned into Dollar General in 1955, introducing the revolutionary concept of pricing most items at one dollar or less. This simple yet effective strategy helped Dollar General stand out in a crowded market.
From the outset, the founders believed in the power of value. They recognized that families—particularly in underserved areas—needed affordable products without having to travel far. This guiding principle still drives Dollar General’s mission today.
Dollar General’s mission is to serve others. Whether it’s through offering low prices on everyday essentials or supporting local communities, the company maintains a people-first approach. Their motto, “Save Time. Save Money. Every Day,” is more than a slogan—it’s a commitment.
Over the years, the brand has consistently focused on delivering quality name-brand and private-label products in categories such as:
By keeping stores smaller and strategically located, Dollar General ensures customers can shop quickly and efficiently. This convenience is particularly beneficial in rural communities where other large retailers may not be accessible.
As of 2025, Dollar General operates over 19,000 stores in 47 states, making it one of the fastest-growing retailers in the country. In fact, the company continues to open new locations at a pace that few competitors can match. Notably, Dollar General has prioritized expansion in areas where access to affordable goods is limited—often referred to as “retail deserts.”
Moreover, the introduction of DG Market and pOpshelf formats has allowed the company to cater to a wider demographic. DG Market stores focus more on fresh produce and groceries, while pOpshelf appeals to more suburban consumers seeking budget-friendly home décor, beauty products, and party supplies.
In recent years, Dollar General has made significant investments in technology and supply chain logistics. These efforts are aimed at improving customer experience and operational efficiency. The company’s mobile app, for instance, offers digital coupons, store locators, and smart shopping lists to help customers save even more.
In addition, Dollar General has embraced self-checkout options and expanded its DG Pickup program, allowing customers to order online and pick up in-store. These tech-driven improvements not only enhance convenience but also align with evolving consumer expectations.
Beyond business success, Dollar General remains deeply committed to the people behind the brand—its employees and local communities. The company employs over 170,000 individuals, providing competitive wages, training programs, and opportunities for advancement.
Additionally, the Dollar General Literacy Foundation, founded in 1993, has donated over $200 million to support literacy and education initiatives nationwide. The foundation funds adult literacy programs, youth education, and summer reading for children. This initiative reflects the company’s belief that education is a stepping stone to a better future.
In times of crisis, Dollar General also steps up. Whether through disaster relief or local giving, the company often partners with organizations like the American Red Cross to deliver aid where it’s needed most.
Dollar General’s consistent financial performance speaks volumes about its business model. The company has shown steady revenue growth, even during economic downturns. Its stock (NYSE: DG) is frequently viewed as a resilient option by investors, due to its strong fundamentals and recession-resistant appeal.
In part, this stability is due to the company’s strategic pricing, efficient operations, and ability to adapt to changing market dynamics. While competitors may struggle during inflationary periods, Dollar General often sees increased foot traffic as more consumers seek value-driven options.
Sustainability is increasingly becoming a focus area for Dollar General. The company has committed to reducing its environmental footprint by investing in energy-efficient lighting, eco-friendly refrigeration, and optimized transportation. While it still has a long way to go compared to some industry leaders, these initiatives mark an important step toward a greener future.
Looking ahead, Dollar General plans to continue expanding its store formats, invest in digital tools, and enhance supply chain capabilities. With a clear strategy and a deep understanding of its customers, the company is well-positioned to thrive in the years ahead.
What truly sets Dollar General apart is its ability to serve underserved communities. For many Americans, especially those living in rural areas, Dollar General is more than a store—it’s a lifeline. It provides access to food, health items, and daily essentials at prices that working families can afford.
While other retailers may focus on trendiness or high-tech experiences, Dollar General remains grounded in simplicity and practicality. This focus allows the brand to stay true to its mission while evolving in ways that enhance its value proposition.
In summary, Dollar General Corporation exemplifies what it means to grow with purpose. From its modest beginnings in Kentucky to becoming a nationwide retail powerhouse, the company has never lost sight of its roots. With a strong emphasis on value, accessibility, and community support, Dollar General continues to deliver on its promise: helping people save time and money every day.
As the retail landscape evolves, one thing remains clear—Dollar General isn’t just keeping up. It’s leading the way
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