Why Dollar Tree's price hike to $1.25 could be 'one of the worst decisions in retail history

Dollar Tree said late last month it was walking away from its 35-year brand identity, announcing plans to raise prices to $1.25 on the vast majority of its merchandise at all stores by around May 2022. It’s a huge gamble.

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Why Dollar Tree's price hike to $1.25 could be 'one of the worst