Family Dollar 2003 Annual Report Download - page 9

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5
Growing Customer Base
After several years of coping with a difficult
economy, today’s discount store shopper
profile may be a surprise. Independent
research released in the summer of 2003
shows that dollar stores are attracting
value-conscious shoppers at every income
level. Indeed, between 2000 and 2002,
households shopping in dollar stores not
only increased considerably in the $30,000
and under category, but every category
including households with incomes greater
than $70,000 experienced double-digit
increases. While low to middle income
households continue to be the highest
category of dollar store shoppers, house-
holds with incomes greater than $70,000
were the fastest growing percentage of
dollar store shoppers. Our focus continues
to be on low to lower middle income
customers, but by offering convenience
and great values, Family Dollar appeals
to consumers across the income spectrum.
47%
52%
55%
59%
62%
’98 ’99 ’00 ’01 ’02
Percent of Consumer
Households That
Shopped in a
Dollar Store
(Source: ACNielsen Homescan
Consumer Insights 2003)