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Family Dollar
-
Annual Global Sales
$10,489,330,000
Total U.S. Sales
$13.8 billion in fiscal 2023 (ended Feb. 3, 2024)
Total U.S. Stores
8,206 (as of Jan. 28, 2023)
Shopper Count
20 million weekly
Key Facts
- Dollar Tree acquired Family Dollar in 2015
- The chain is not a true dollar store, but rather a "neighborhood discount store" with most items priced at $10 or less.
- Stores range from 6,000 to 8,000 selling square feet
- Has two primary initiatives for stores: the H2 and Combo (See Store Formats)
- Stores typically carry 7,600 SKUs
- Closed 152 underperforming stores in 2022
- 87% of Americans live within 5 miles of a Dollar Tree or Family Dollar
Key Executives
- Chief Executive Officer: Rick Dreiling
- Chief Financial Officer: Jeffrey A. Davis
- Chief Operating Officer, Dollar Tree & Family Dollar Merchandising and Supply Chain leadership: Michael Creedon Jr.
- Chief Merchandising Officer, Family Dollar: Larry Gatta
- Chief Merchandising Officer, Dollar Tree: Rick McNeely
- Chief Development Officer: Pedro Voyer
- President and Chief Operating Officer, Dollar Tree Canada: Neil Curran
- Chief Human Resources Officer: Jenn Hulett
- Chief Information Officer: Bobby Aflatooni
- Chief Supply Chain Officer: Mike Kindy
- Chief Compliance Officer: Jennifer Bohaty
- Chief Diversity Officer: Terence Goods
- Chief Sustainability Officer: Jennifer Silberman
- Chief Communications Officer: Kristin Tetreault
- Senior Vice President, Investor Relations: Robert LaFleur
- SVP, Chief of Stores, Family Dollar: Jocelyn Konrad
- SVP, Chief of Stores, Dollar Tree: Jason Nordin
- SVP, Enterprise Operations: Pete Barnett
Financial Information
- Family Dollar 2023 Annual Report
- Family Dollar 2022 Annual Report
- Family Dollar 2021 Annual Report
- Family Dollar 2020 Annual Report
- Family Dollar 2019 Annual Report
- Family Dollar 2018 Annual Report
- Family Dollar 2017 Annual Report
- Family Dollar 2016 Annual Report
- Family Dollar 2015 Annual Report
- Family Dollar 2014 Annual Report
- Family Dollar 2013 Annual Report
Resources
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays and Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing
- Retail Media
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause /Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
Market Position and Strategy Overview
Market Position and Strategy Overview
Dollar Tree's Family Dollar operates 8,206 stores spread across a mix of rural areas, small towns and large urban neighborhoods. The retailer aims to keep costs low by operating small stores, which average about 7,000 square feet, leasing space in shopping centers and freestanding buildings. Family Dollar is not a true dollar store, though most of its products are priced under $10.
The chain's large network of stores makes convenience a major strength. The retailer positions itself as a place for both small trips to pick up a snack or gift and a destination for larger shopping occasions where shoppers can take advantage of its expanded selection of refrigerated and frozen foods, health and beauty items, home décor, and household products.
Dollar Tree has been aggressively renovating Family Dollar stores, with an emphasis on expanding food and beverage options by adding more coolers and freezers. It's also growing its private label selections. The tactic mirrors changes being implemented at channel rival Dollar General. The retailer is also trying to improve store cleanliness, reduce out-of-stocks and generally improve the banner's value proposition.
Dollar Tree is also working on the digital transformation of Family Dollar, including introducing a new app in late 2023 (see Mobile Marketing), and implementing more e-commerce, personalization and rewards options.
After fourth-quarter losses in 2023, however, Dollar Tree announced that it would close approximately 600 Family Dollar stores in the first half of 2024, and an additional 370 Family Dollar locations once their leases ran out.
Dollar Tree continues to focus on growing the Dollar Tree brand; in 2024 it acquired 170 leases from 99 Cents Only stores in Arizona, California, Nevada and Texas, with plans to rebrand and reopen them as Dollar Trees later in the year.
Must-Know Terms
Must-Know Terms
- Smart Coupons: Since launching in August 2016, the digital coupon program has become the centerpiece of many of the retailer's seasonal campaigns.
- $1 Wow: While not a true dollar store, Family Dollar gives special attention to the thousands of SKUs it sells that are priced at $1.
- Ideas & Inspirations: The retailer's blog hosts sponsored posts from influencers spotlighting products offered at the retailer.
Thought Starters
- Family Dollar is much less collaborative than channel rival Dollar General, but brands can still get involved with seasonal campaigns or the retailer's favored causes.
- Dollar Tree is in the process of renovating hundreds of Family Dollar stores to expand their selection of frozen and refrigerated food and beverages so look for opportunities to get added to shelves.
- The retailer relies heavily on bloggers for marketing, letting brands stand out through sponsored posts.
Promotional Strategy
Promotional Strategy
Family Dollar boasts of having everyday low prices, heavily promoting products that cost just $1 and positioning is private labels as a way to get additional savings. The retailer also runs an ongoing Price Drop program, discounting hundreds of products at a time. Those SKUs are spotlighted with circular features, digital activity and in-store displays.
Much of the retailer's promotional activity is based around its Smart Coupons program, which has become even more prominent since the launch of Family Dollar's mobile application in 2017. Circular features often plug the final price available to shoppers who utilize the digital coupon program.
Merchandising
Merchandising Strategy
Stores typically stock around 7,600 basic SKUs along with a constantly changing selection of seasonal SKUs. Stores employ bright lighting and bold colors to attempt to create an inviting atmosphere for shoppers.
Family Dollar plans to add more private label and grocery items, including expanding the number of cooler doors.
The retailer has been updating the assortment at renovated stores, expanding the selection of snack foods and both alcoholic and nonalcoholic beverages along with adding grab-and-go coolers near checkout.
Family Dollar also works to provide a diverse assortment of brands and products that represent the communities it serves. (See Customer Segments.)
The retailer divides its inventory into four main categories:
- Consumable merchandise: Household chemicals, paper products, food, health and beauty aids, hardware, automotive supplies, batteries, diapers, pet food and supplies, and tobacco
- Home products: Blankets, sheets, towels, housewares, giftware and home decor
- Apparel and accessories merchandise: Clothing, shoes and fashion accessories
- Seasonal and electronics merchandise: Toys, stationery, school supplies, seasonal goods and personal electronics including pre-paid cell phones and services
Collaborative Alliances
Collaborative Alliances
Family Dollar engages in far less collaborative activity than channel rival Dollar General. The retailer usually is only interested in brand-driven efforts that tie in to its seasonal calendar and those are typically limited to account-specific displays and digital coupons.
In 2023, Family Dollar collaborated with the Consumer Healthcare Products Association to launch an in-store signage program. Dubbed "Health in Hand," dedicated QR codes lead shoppers to custom landing pages designed to help them determine which over-the-counter products are right for them.
Dollar Tree maintains a vendor information web page at dollartreeinfo.com/vendor-partners/merchandise that hosts information on becoming a supplier, Family Dollar's supply chain security, packaging guidelines and other relevant topics.
Displays and Signage
Displays and Signage
Family Dollar's displays focus on price first and foremost. Window posters, endcap headers, shelf strips, shelf signs and rack signs promote the retailer's Smart Coupons program, Price Drop! platform and EDLP proposition. The retailer often affixes price stickers to national displays.
The retailer also devotes significant space and signage to seasonal occasions, using gondolas outfitted with header cards, shelf strips and shelf trays supported by ceiling signs and window posters.
Family Dollar prefers smaller displays, especially power wings, endcaps and sidekicks. Aisles are kept clear, with floorstands and shippers flanking endcaps or positioned near checkout. Updated stores strive to make the endcap displays more productive by using them to stock seasonal products and new beverage, snack and hair care offerings.
See the Retail Receptivity chart below for a rundown of Family Dollar's P-O-P preferences.
Merchandisers |
|
Endcap Displays |
Sometimes Used |
Shelf Trays/PDQs |
Often Used |
Pallets |
Sometimes Used |
Floorstands/Shippers |
Often Used |
Dump Bins |
Often Used |
Power Wings/Sidekicks |
Often Used |
Category Management Systems |
Often Used |
Spectaculars/Lobby Displays |
Sometimes Used |
Racks |
Often Used |
Secondary Refrigerated Displays |
Sometimes Used |
Signage/Media |
|
A-Boards |
Rarely Used |
Balloons |
Rarely Used |
Base Wrap |
Rarely Used |
Ceiling Signs |
Often Used |
Checkout Ads |
Sometimes Used |
Checkout Dividers |
Rarely Used |
Circular Rack Ads |
Often Used |
Cooler Clings |
Sometimes Used |
Counter Cards |
Rarely Used |
Demonstration/Sampling Kits |
Rarely Used |
Digital Signage Ads |
Rarely Used |
Endcap Signage Kits |
Often Used |
Floor Clings |
Rarely Used |
Header Cards |
Sometimes Used |
At-shelf Product Demo/Sample |
Sometimes Used |
In-line/Category Headers |
Often Used |
In-Store Radio |
Rarely Used |
Inflatables |
Rarely Used |
Outdoor Signage |
Rarely Used |
Neckhangers |
Rarely Used |
New Item Showcases |
Rarely Used |
Pole Toppers |
Sometimes Used |
Printed Handouts |
Rarely Used |
Placeholders, On-Shelf |
Rarely Used |
Price-Label Messaging |
Often Used |
Security Pedestal Ads |
Rarely Used |
Shelf Blockers |
Sometimes Used |
Shelf Strips |
Often Used |
Shelf Talkers |
Often Used |
Shelf Danglers/Wobblers |
Rarely Used |
Shopping Cart Ads |
Rarely Used |
Side Panels |
Sometimes Used |
Standees |
Rarely Used |
Take-One Dispensers |
Rarely Used |
Tearpads |
Rarely Used |
Stanchion Signs |
Rarely Used |
Wall Banners |
Sometimes Used |
Window/Door Signs |
Often Used |
Violators |
Often Used |
In-Store Media
In-Store Media
Family Dollar accepts limited third-party ad vehicles:
- At-shelf: Shelf strips, price labels and other small signage from Little Rock, Arkansas-based Vestcom spotlight promotions and seasonal campaigns.
Store Formats/Growth
Store Formats/Growth
Stores range in size from 6,000 to 8,000 square feet and are located in strip malls, downtown buildings or freestanding buildings. Many stores are located in disenfranchised areas.
Dollar Tree has two primary initiatives for Family Dollar stores: Building or converting them to either the H2 format or the Combo Store format. These new and renovated stores tend to have higher sales and operating income margins, compared to legacy Family Dollar stores. Both fold elements of Dollar Tree stores into the Family Dollar format.
- H2: Includes Dollar Tree $1.25 merchandise and a minimum number of freezer and cooler doors. As of Jan. 28, 2023, Dollar Tree operated more than 4,300 H2 stores.
- Combo Store: Designed for small towns and rural areas with populations ranging from 3,000 to 4,000, these stores blend Family Dollar pricing and assortment with select Dollar Tree merchandise categories. As of Jan. 28, 2023, the company operated more than 800 Combo Stores.
Dollar Tree added alcoholic beverages to approximately 570 Family Dollar stores in 2022, bringing the total to more than 3,300 stores that sell adult beverages.
Family Dollar added 33 new stores, re-bannered 9, relocated 92, and closed 152 underperforming stores in 2022. In 2021, it opened 225 stores, closed 88, and relocated 68. For 2023, the retailer planned to continue opening stores that range from 8,000 to 10,000 square feet.
After fourth-quarter losses in 2023, Dollar Tree revealed it would shutter 600 Family Dollar stores in the first months of 2024, and close another 370 locations as their leases ran out. An additional 30 Dollar Tree stores also face closure.
Special Departments/Services
Special Departments/Services
Shoppers at all stores can use Sunnyvale, CA-based PayNearMe's transaction network to make cash payments for utility bills, online purchases, rent or loans.
Customer Segments
Customer Segments
According to 2022 Numerator Shopper Insights, 79% of Family Dollar customers are female, and 21% are male. Other shopper findings include:
- 54% are white
- 28% are Black or African American
- 15% are Hispanic
- 3% are other (includes American Indian or Alaskan Native, Asian, Native Hawaiian/Pacific Islander, or two or more ethnicities)
Additionally, 92% of Family Dollar shoppers are non-LGBTQ+.
Family Dollar primarily serves lower income shoppers in urban and rural locations. Nearly 40% of shoppers have annual household incomes of $25,000 or less.
Internet Marketing
Internet Marketing Strategy
The home page of familydollar.com contains a carousel ad and several display ads used to link to the retailer's digital circular, its Smart Coupons digital coupons program, seasonal web pages and the website of parent company Dollar Tree. At any time, the retailer's website offers about $140-$190 worth of coupons for products from major manufacturers including Unilever, Mondelez International and Procter & Gamble. A small number of coupons are for private label products or provide discounts on general bulk purchases.
Among other significant areas of the website:
- A "Products & Services" tab links to one page devoted to the retailer's financial services and discounts for AARP members, and a second page that groups products by category such as "Home Decor," "Outdoor" and "Pet Supplies." The category page in turn links to a list of products available in stores.
- An "Ideas & Inspiration" tab provides sponsored blog posts and recipes plugging products from private label and national brands.
- A "Ways to Save" tab provides information on the dollar store chain's "Price Drop" program and other regular price-focused efforts.
Family Dollar's digital circular is largely a basic scan of the print version, though some digital content is added that links to areas of the website such as the Smart Coupons page.
Emails are sent several times each week to promote the weekly circular, spotlight current digital coupons and link to seasonal pages.
Retail Media
Retail Media
In 2021, Dollar Tree launched its retailer media network Chesapeake Media Group, which aims to allow brands to engage with their customers, in a personalized and ultra-targeted digital experience. Leveraging insight and analytics, the platform is designed to let advertisers instantly connect with shoppers to affect purchase decisions in real-time.
Family Dollar initially partnered with Swiftly and Aki Technologies to support the new digital platform, which offers brand partners fully-managed services through ad placements on Family Dollar’s mobile app and website.
The retailer also recently partnered with Inmar Intelligence to power:
- programmatic marketing, allowing CPG brand marketers to connect with verified Family Dollar shoppers through digital offsite media.
- influencer marketing, enabling brands to tap Family Dollar’s prequalified community of influencers and online creators.
- receipt messaging, letting advertisers connect with Family Dollar shoppers with targeted messaging at the point-of-sale.
Trends Report
For the past five years, brand marketers have been asked to rate various retail media platforms for Path to Purchase Institute’s annual Trends Report. The number of respondents was small, so caution is advised when interpreting results for the 2024 report, but targeting effectiveness and sales growth categories were rated “fair/poor” by 80% of those who responded. (See chart below.)
![family dollar retail media 2024](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-01/familydollar.png)
Mobile Marketing
Mobile Marketing Strategy
Family Dollar launched its first mobile application in August 2017. It is primarily designed to complement the Smart Coupons program by allowing users to search for and clip coupons that can be redeemed by entering their phone number at checkout. The app also contains a version of the chain's latest circular, a store locator and a barcode scanner that shoppers can use to search for deals on a specific product. More than 2 million consumers have downloaded the app since it was released.
Family Dollar launched a new mobile app in October 2023. With a fresh interface and seamless navigation, shoppers can use the app to manage coupons through its redesigned wallet feature, explore weekly ads, and locate products with intelligent searches. The effort is part of Family Dollar's digital transformation strategy. In early 2024 the retailer will add in-app e-commerce, personalization and rewards features.
Social Media
Social Media Strategy
Facebook: 2.3 million followers (as of May 2023)
Updates several times a week promote deals on national brands, share recipes, tout new products, plug company-wide initiatives and highlight partnerships. Many posts link direct shoppers to familydollar.com.
Instagram: 117K followers (as of May 2023)
Posts heavily mirror that of Facebook's. A link in the bio takes shoppers to familydollar.com.
Twitter: 48.1K followers (as of May 2023)
Activity mirrors Facebook's. The link in the bio directs shoppers to familydollar.com.
Pinterest: 9.4K followers (as of May 2023)
Boards are focused on recipes, DIY projects, personal style and home décor, with content sourced from sponsored lifestyle social media influencers. Many recipes link to familydollar.com.
YouTube: 9.46K subscribers (as of May 2023)
The channel posts videos a couple times a month promoting national brands and the retailer's cause-related activity.
Blogger Outreach: The retailer regularly reaches out to blogger communities and lifestyle social media influencers to produce posts tied to its seasonal marketing efforts.
E-Commerce
E-Commerce Strategy
Family Dollar began selling a variety of items on familydollar.com for in-store pick up and delivery in late 2020. Categories include pet care, apparel, packaged nonperishable foods, baby items, office supplies, party supplies, personal care and beauty, and cleaning products.
The retailer is also testing delivery options through Instacart and Shipt.
In March 2024, Family Dollar joined the Ibotta Performance Network (IPN), in a move designed to improve the retailer's digital engagement and customer experience, and ultimately drive loyalty among its customer base.
Ibotta will use its digital network platform to power digital Smart Coupons through Family Dollar's website and mobile app, giving them greater access to national coupon offers across more categories.
Circulars
Circulars and Publications
Family Dollar's monthly circulars average about eight pages. The front page is typically devoted to a seasonal theme, with other pages focused on categories such as home decor, apparel, small electronics and baby products.
Large single-brand features are common, used to promote new products or tout deals available through the Smart Coupon program. Private label brands also enjoy plenty of space.
Loyalty Programs
Loyalty Programs
Family Dollar does not operate any loyalty programs.
Private Label
Private Label
Private label products are a significant and growing part of Family Dollar's product mix, with plans to add more SKUs and grocery items. Its goal is to have a private label penetration rate of 20% by 2026. (In the third quarter of fiscal 2023, it had reached 14% penetration.) By the end of 2023, it planned to add at least 70 new family wellness product SKUs and more than 100 new private labels.
The retailer has been overhauling its portfolio, moving away from the Family labels. Household products were transferred to the new Homeline label, for example. The retailer also launched a new line of men's grooming products dubbed Daxton.
![family dollar levitate](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-02/famdollar.jpg)
In fall 2023, Family Dollar unveiled a new line, Levitate Beauty, with cleansers, serums, masks and moisturizers designed to impart a luxury skincare experience. All items are priced $4-$7.
The retailer has a wide assortment of store brands, including:
- American XT: Automotive performance products
- Ashland Farms: Pet foods
- Catawba Candy Co.: Chocolates and candies
- Chestnut Hill: Premium coffee and pantry staples
- Daxton: Men's shaving cream and body wash
- Driver's Choice: Automotive maintenance SKUs and accessories
- Eatz!: Chips, cookies, nuts and other snacks
- Extremely Me: Girls' apparel and accessories
- Family Chef: Cooking supplies including pans
- Family Pet: Dog and cat food, treats, toys and other supplies
- Family Wellness: OTC products and personal care basics such as mouthwash and cotton swabs
- Highland Outfitters: Rain gear
- Homeline: Household products including toilet paper and laundry detergent
- Interiors By Design: Home decor items
- Just Be: Women's fashion
- Kidgets: Baby care products including diapers, wipes and shampoo
- Modesa: Personal care SKUs such as body wash and moisturizer
- Outdoors By Design: Decor for patio, garden and backyard
- Pro Player: Workout gear for the whole family
- Silver Falls: Juices, sodas and flavored waters
- Tool Bench: Hardware
Cause /Community Programs
![text](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/famdollsip_1.png)
Cause/Community Programs
Family Dollar is a longtime sponsor of the Boys & Girls Clubs of America and runs annual fundraisers for the nonprofit during National Boys & Girls Club Week in the spring and the winter holiday and back-to-school seasons. The retailer donated more than $525,000 to the organization in 2019 with the assistance of contributions from customers and vendors. Recent store openings and re-openings have been marked with $5,000 donations to the nearest Boys & Girls Club.
Family Dollar also partners with fellow sponsor Coca-Cola Co. on an an ongoing "Make Every Sip Count" fundraiser where 10% of purchases of select SKUs is donated to the nonprofit. The goal is to raise $1 million each year.
Advertising Strategy
Advertising Strategy
Family Dollar spends relatively little on conventional advertising, often relying on co-op spots and FSIs from major CPGs. Common tactics include radio and TV spots and display ads on consumer websites. Messaging typically emphasizes discounts on national brands and spotlights the retailer's Smart Coupon program. The retailer's cause activity and in-store events also earn attention. Ads can focus on a category such as health and beauty or pets, or a major shopping occasion like Halloween or the winter holidays.
Solution Providers
Solution Providers
- Data analytics, Nielsen, New York
- Digital and shopper marketing: Phoenix Creative Co., St. Louis
- Digital circular: Flipp, New York
- Price optimization: Revionics, Austin, Texas
- P-O-P vendor: The Royal Group, Cicero, Illinois
- Mobile platform, Publicis Sapient: New York City
Sponsorships
Sponsorships
Dollar Tree and Family Dollar in January 2024 inked a multi-year sponsorship of the Legacy Motor Club for the NASCAR Cup Series. The retailers will have a presence at all 38 races of the 2024 NASCAR season, including select races with No. 42 driver John Hunter Nemechek, No. 43 driver Erik Jones and No. 84 driver Jimmie Johnson.
“We have an incredible opportunity to reach our existing customers," said Family Dollar’s Chief Merchandising Officer Larry Gatta, "and with this sponsorship an even greater platform to attract new shoppers to Dollar Tree and Family Dollar – which is exciting for our vendor partners and associates.”
Marketing Expenditures
Marketing Expenditures
Dollar Tree's advertising costs, net of cooperative advertising recoveries from vendors, were $109.6 million, $99.5 million and $93.9 million in fiscal 2023, fiscal 2022 and fiscal 2021, respectively.
![Family Dollar](https://assets1.p2pi.com/styles/hero/s3/2022-07/famdollarlogo.png)
Family Dollar Promotional Calendar
A roundup of seasonal promotions.
January
- Super Bowl: Official NFL sponsors typically enjoy special attention within store, digital and circular activity. The retailer also promotes private-label party supplies. Social media updates link to online deals on party supplies as well as recipe ideas.
- Winter: Social media updates link to online deals on cold-weather items such as heaters, candles and blankets.
- Valentine's Day: Circular, display and digital activity promotes giftables. Social media updates link to deals on relevant items including confectionery from national brands.
- Easter: Confectionery and other inexpensive basket fillers get the spotlight with secondary display space in stores and a seasonal web page that also offers craft ideas and recipes. Circulars and social media posts plug discounts.
February
- Black History Month: Circular features and social media updates celebrate Black heritage, creators, business partners, and Black-owned brands while touting Family Dollar’s partnerships with historically Black colleges and universities.
- Football/Super Bowl: Bulk-purchase incentive with NFL sponsor PepsiCo/Frito-Lay. Digital activity plugs other national brands under a "Big Game" theme.
- Easter
- Valentine’s Day
March
- Spring Cleaning: Circular advertises deals on cleaning supplies. Digital activity shares tips while spotlighting relevant items from brands such as private label Homeline and The Clorox Co.'s flagship.
- March Madness: Ads on FamilyDollar.com tout savings on party supplies such as Coca-Cola Co. beverages. Circulars promote snacks such as chips and salsa.
- St. Patrick’s Day: Green party accessories get space in stores.
- Easter
April
- Allergies: Displays from relevant CPGs enjoy secondary placement. Social media updates link to deals on OTC items from brands such as Johnson & Johnson's Zyrtec to manage symptoms.
- Lawn & Garden: Displays stock rakes, grills and other seasonal products. Social media updates link to online deals on garden decor.
- Spring Cleaning: Activity continues with online deals linked via social media on organizational supplies to tidy up.
- Easter: Activity continues. Social media updates plug same-day delivery via Instacart.
May
- Summer/Grilling: Displays and circulars spotlight grilling supplies, pool toys, party needs and summer food items. Social media updates link to deals on seasonal items.
- Graduation: Circular as well as digital and social media activity spotlight giftables, electronics and party supplies.
- Memorial Day: Stores stock patriotic party supplies. Social media updates support.
- Father’s Day: Circular features elevate giftables such as tools and greeting cards.
- National Pet Month: Category gets extra attention in circulars.
- Mother's Day: Giftables receive secondary display space and support from digital and social media activity, with links to last-minute gift deals and a spotlight on Instacart delivery.
June
- Father's Day: Social media posts toast dads and spotlight gift ideas such as garden tools from Black+Decker and sweet treats from brands including General Mills' Betty Crocker.
- Juneteenth: Social media updates plug virtual fundraising event with Boys & Girls Clubs of America.
- Pride Month: Rainbow and themed apparel and accessories get the spotlight in stores and social media.
- Summer/Grilling
July
- Back to School: Omnichannel campaign focused on school supplies, accessories and household products. Lunchbox-friendly packaged foods get the spotlight in circulars.
- Independence Day: Social media updates plug party essentials from private labels and national brands.
- Summer/Grilling
August
- Back to School: Activity continues, in 2022 including a sweepstakes with Crayola awarding $250 gift cards to teachers.
- Back to College: Social media updates with links to online deals on laundry baskets, storage containers and other organizational supplies.
September
- Labor Day: Social media post honoring the holiday.
- Football/Tailgating: Omnichannel campaign spotlights deals on snacks and drinks from major manufacturers. Notable activity in 2022 included a bulk-purchase incentive with NFL sponsor PepsiCo/Frito-Lay supported by social media updates and in-store signage.
- Fall: Circular features plug deals on seasonal products. Social media updates link to online deals on fall-inspired table settings and decor.
- Halloween: Displays, social media updates and circular features highlight products from major confectionery brands along with other seasonal needs.
- Back to School
October
- Halloween: Activity continues. Themed-circular “Chocolate for a Cause” feature in 2022 spotlighted Boys & Girls Clubs of America- and Family-Dollar-branded World's Finest Chocolate bars and the retailer's donation to the nonprofit.
- Fall: Social media updates link to online deals on harvest-themed decor, crafts and flowers.
November
- Holiday: An omnichannel campaign plugs gifts and other seasonal needs. Among the activity, themed ads within FamilyDollar.com focus on items including toys, pet products and candy. Circular features plug SKUs from national snack brands, and social media updates present online deals.
- Winter: Social media updates link to deals on items such as winter gear, pajamas, hot cocoa and other seasonal treats.
December
- Holiday