For 35 years, Dollar Tree, a discount retail chain selling general merchandise, had held its fixed price point steady, charging $1.00 for its ever-changing assortment of household items, food, stationery, books, seasonal items, gifts, toys, and clothing. That changed in late 2021, when the company announced that Dollar Tree was raising prices on all goods to $1.25. Harvard Business School Senior Lecturer Jill Avery joins host Brian Kenny to discuss whether the retail chain could remain relevant to its price sensitive shoppers through smart marketing, pricing, and branding strategies in the case, “Dollar Tree: Breaking the Buck.”

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