Dollar General plans to significantly expand its $1 price point, known as Value Valley, through the holiday season as it competes with Dollar Tree and Walmart. Chief Executive Todd Vasos discussed the strategy during the company’s second-quarter earnings call. The retailer also plans to pilot a subscription and loyalty program by the end of the year and fully roll it out in 2027. Management said the initiatives are expected to “not just support the growth in digital, but also help support the growth in our media network going forward.” More than 1 million customers first discovered Dollar General through delivery platforms and later became in-store shoppers, which management cited as evidence that its digital and physical channels reinforce each other. Same-day delivery is available through myDG Delivery on Dollar General’s website or app. The company reported a 5.2% increase in net sales to $11.29 billion for the second quarter, exceeding expectations, while same-store sales rose 3.5% and the average transaction amount increased 1.5%. Dollar General also benefited from tariff refunds and plans to reinvest part of those refunds in everyday price reductions. Its shares were up 3.3% as of :45 p.m. EDT, trading around $127, after rising more than 13% in premarket trading; the stock remains down more than 4.5% for the year.