Dollar Tree is struggling to effectively capture the attention and spending power of Gen Z during the holiday season, as the brand’s current value-focused positioning and in-store experience fail to resonate with younger shoppers who prioritize convenience, digital engagement, and trend-driven holiday shopping inspiration.
Twenty-somethings would rather be doing anything else than holiday shopping. Like enjoying the most wonderful time of the year.
They need an easy solution to holiday shopping that doesn’t interrupt the life they’d rather be, and should be, living.
Dollar Tree shows up in the biggest procrastination spots to save the day for our holiday procrastinators. No matter how they’ve spent their time leading up to holiday shopping, Dollar Tree is always around the corner to help them find a gift.
In other words when it comes to last minute gifts, WE FREAKIN’ GOT YOU.

DOLLAR TREE: We Freakin’ Got You

Art Director: Me, Copywriter: Ericsson Moncree, Strategist: Brynn Dodge

Role: Led design and creative direction.