How to get your product into Dollar General
A small-format discount retailer serving rural and value-focused shoppers with tight price points.
What Dollar General buyers prioritize
- Price point that works in small-box discount
- Compact pack sizes
- Everyday essentials positioning
- Efficient case packs
How to prepare your Dollar General pitch
Check fit
Confirm your price tier, pack size and shopper match Dollar General's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a Dollar General-specific sell sheet, category story, pricing model and funded launch plan.
Questions
How do I get my product into Dollar General?
Start by confirming your product fits Dollar General's shopper and format, then prepare the data and materials its buyers expect: price point that works in small-box discount, compact pack sizes, everyday essentials positioning, and efficient case packs. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to Dollar General?
Not necessarily. Many brands pitch Dollar General directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do Dollar General buyers look for?
Dollar General buyers prioritize price point that works in small-box discount, compact pack sizes, everyday essentials positioning, and efficient case packs.
Guides for pitching Dollar General
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.