New Times, New Prices, Discount Stores Get Creative

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It is funny to me when I think of stores that branded themselves in their store names that eventually have to resort to rebranding themselves a bit as times change and the original concept no longer works. Like The Dollar Tree, for example. For years everything was pretty much $1 or less in the store, and few things were under $1. But of course, for a variety of reasons the stores raised their price to $1.25. Although they have not done much rebranding. You just know that everything is now $1.25, and customers don't seem to have minded the change much. One thinks back to stores like the Five and Dime or 99 Cents or Less. They did not have as easy a time of rebranding. There is also Five Below, a store named because everything in the stores were $5 or less. They have not changed their name, but they have changed their branding—such as their logo which has now been changed to, "Hot stuff. Cool prices." A lot of items at Five Below are now $10 or less. The interesting thing is that stores like this, even with their higher prices and rebranding, during these high inflationary times, will fare the best performance of any other retail stores during this time. But over time, bargain stores always tend to do well for obvious reasons. Everyone likes a good deal.