VTEX has released new market analysis revealing that 73% of U.S. consumers plan to shop at discount retailers such as Dollar General, Dollar Tree, and Five Below during the upcoming holiday season. The survey, conducted by Dynata with 1,000 U.S. adults, highlights a shift in consumer behavior driven by economic pressures, digital convenience, and social media influence. Millennials exhibit the highest intent, with 53% very likely to include discount stores in their holiday shopping. Social media is playing a significant role, with 28% of all respondents-and 52% of Gen Z-reporting that content on platforms like TikTok and Instagram has influenced their purchasing decisions at discount stores. Key product categories include stocking stuffers, holiday décor, and party supplies, with discount stores leading as the top choice. The findings suggest that discount retailers could gain significant market share this season, especially if they succeed in aligning online prices and experiences with in-store value.