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Tracy Vargas

Research Findings

Consumer redlining at Dollar General

September 2, 2021

“We are awakening to a dollar-store economy,” the New York Times declared in 2011, a culture of fear-induced bargain hunting spurred by the 2008 market meltdown and jobless recovery. More than ever before, anxious consumers are looking to stretch a buck due to the shrinking middle class and a widening gap of economic inequality. Dollar stores thrive in climates of economic uncertainty. In fact, their success is built on the death of the American middle class.

Yet all Dollar General stores are not equal. That was my conclusion in a recent article, after conducing six months of ethnographic fieldwork investigating service relations between dollar store managers, low-wage workers, and their customers. Of the nineteen stores in the district I worked in as a low-wage sales associate, three standout stores emerged as the very worst. Conditions there were dirtier and more hazardous than the rest, with barren shelves, slower customer service, and a tense atmosphere for those who worked and shopped amidst the squalor. I identified these Dollar General locations as consumer redlined stores. 

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