Why Does this Exist?: The Dollar Tree Circular Ad

Yesterday, I gave readers the choice to decide what today’s blog would be about.  And what did they choose?  Dollar Tree!  If it’s Dollar Tree the people want, it’s Dollar Tree they shall get!

It’s time for the Cutter to once again serve as judge, jury, and (possibly) executioner.  As I’ve done twice before, I will take a look at an object or concept of questionable worth, and try to determine exactly why it exists.  Once I’ve established its reason for being, I will also pass judgment as to whether or not it should exist.

Today’s item: The Dollar Tree circular ad

Why Does This Exist?

Many stores like to print circular ads that alert potential customers to deals and promotions that they are running.  This is a big reason why Sunday editions of the newspaper are so bulky.  In theory, customers will see the ads, be enticed by one of the advertised deals that they see, and come running to that store.

However, I’m not quite sure that the concept works when it comes to Dollar Tree.  Let’s take a look at their circular ad:

Dollar Tree Circular

On the front page, we can see that they’ve got lots of Christmas items for sale.  There are stockings!  How much do they cost?  One dollar!  There are also ornaments – also for one dollar!  Look at that!  Holiday ribbons!  Cards!  Gift wrap!  And would you believe that all of these items are on sale for only one dollar?

Well yes, it’s actually quite easy to believe.  The name of the store is Dollar Tree.  The whole point of the store is that everything they sell (with a few exceptions) will cost a dollar.  They even put “Everything’s $1” at the top of the ad! So why exactly do they need to put out a circular ad that advertises sales?



I suppose that the point of the ad isn’t to show that items are being sold at a discount price, but rather to showcase all of the seasonal items on hand.  People may not realize that Dollar Tree is a place where they could go for all of their holiday decorating needs, so this serves to educate them of that fact.

Should This Exist?

I suppose that Dollar Tree has as much of a right as any store to advertise.  Just because they sell everything for the exact same price, doesn’t mean that they shouldn’t be allowed to let people know what is available.

My problem comes from the constant listing of the price.  We get it: Everything costs a dollar.  You’ve clearly stated that at the top.  We probably don’t need to have a price tag listed next to every item.

The Verdict

ShastaI was leaning towards continued to existence, but something in the ad really clinched it for me: Soda!  The Dollar Tree doesn’t just sell any old soda, they’ve got premium brands like Stars and Stripes Cola and Shasta Twist!  Sure, you could pay like 25 cents more for Coke at the supermarket, but then you’d be missing out on the charm of drinking what clearly must be the most American of colas in Stars and Stripes.

If I was on the fence before, the Stars and Stripes cola clinched it for me.  The Dollar Tree circular ad may continue to exist.

What do you think?  Should the Dollar Tree circular continue to exist?  Or should it go the way of the passenger pigeon?


About The Cutter

I am the Cutter. I write some stuff. You might like it, you might not. Please decide for yourself.
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19 Responses to Why Does this Exist?: The Dollar Tree Circular Ad

  1. That cola makes me proud to be an American.

  2. It’s got to be fun to go into the store and ask ‘How much does this cost? What about this? And how much is this? Really?”

  3. stephrogers says:

    Excuse my Australian ignorance but I had never heard of the Dollar Tree before. We don’t have that here. We have a shop called The Reject Shop. That sells cheap crap, but it isn’t all $1.

  4. Oh dear… my retail experience is showing. Apparently I’m the only one who thinks the Dollar Tree circular should carry on… at least from a Dollar Tree point of view. If they quit advertising, people will forget the exist (Yes, consumers as a whole are fickle people). Kinda like….. Shasta! I haven’t seen that since I was a kid, and had no idea they even still made it. I remember ads for it in the 80’s….

  5. SKN says:

    Not sure I agree with your premise that advertising the dollar price point on everything is unnecessary. If you’ve ever been in a Dollar Tree, you probably have heard people asking how much items are. Many people don’t seem to grasp the concept that everything is a dollar, so it may be helpful to some to have the price flaunted repeatedly in front of them. Also, it’s not just a given that everything is a dollar in all “dollar stores” because Family Dollar and Dollar General also have “dollar” in their names, but they sale multi-price points, not just one dollar per item.

  6. Amy says:

    You made me LOL which I rarely do when I am alone (and sitting in an airport.) Thanks!!

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