# Dollar General CEO: $100k earners feel less wealthy amid inflation

> Dollar General CEO says high-income shoppers now act like budget-conscious consumers due to rising costs.
- Title: Dollar General CEO: $100k earners feel less wealthy amid…
- Summary: Dollar General CEO says high-income shoppers now act like budget-conscious consumers due to rising costs. Earning $100,000 annually no longer feels like…
- Keywords: dollar general, dollar stores, inflation, gas prices, walmart, seattle, nfl, todd vasos, harris poll, goldman sachs, energy costs, consumer behavior
- Source: Fortune — https://fortune.com/2026/09/20/dollar-general-high-income-shoppers-100000-high-gas-prices-inflation
- Author: Jason Ma
- Read time: 1 min
- Topics: dollar general, dollar stores, inflation, gas prices, walmart, seattle, nfl, todd vasos, harris poll, goldman sachs, energy costs, consumer behavior
## Earning $100k feels less secure
Dollar General CEO Todd Vasos says Americans making $100,000 annually now act like lower-income shoppers due to inflation and high gas prices.

> I don’t feel like I’m higher income at $100,000 any longer
## Gas prices hit $4.48
Gasoline costs average $4.48 per gallon, up from $3.19 a year ago, as global oil markets face disruption.
## High-income shoppers adapt
Even those earning $100,000 or more use rewards points and credit cards for essentials amid rising costs.
## Real poverty line at $140k
A survey suggests the true poverty threshold for families is $140,000, not $100,000, due to current living costs.
## Dollar General’s edge
Dollar General’s low prices help customers navigate inflation by offering 2,000 items under $1.
## Key takeaway

Earning $100,000 annually no longer feels like financial security for many Americans amid inflation.