Dollar Tree hikes prices 25%. Most items will cost $1.25

Recent announcement sees DT execs scrambling to come up with an effective re-branding strategy. On the table so far:

“Dollar-and-a-quarter Tree”—Highly unlikely, given recent national coin shortages and Gen Z stumper “What’s a coin?”

“A Tree with Five Quarters”—Entirely too much confusion, triggering consumers’ latent math (and fraction) anxieties and common sense (five quarters do not equal one dollar). Also not viable for reasons stated in previous option.

“Branches”—Captures the “tree” motif. Lower branches could be a dollar (or less!), while middle branches could represent the new $1.25 -priced items. Would also leave room for “higher” branches to accommodate the inevitable future jump to $1.50 items. Connotative drawback: sounds like—grrr…—bank branches.

“Debit Tree”—Good bait-and-switch tactic; encourages customers to use debit cards and avoid having to make change. Cashiers would especially favor this option.

“Leaves”—Probably not an option, though could be an answer to the Jeopardy question, “What does the Dollar Tree customer do when she finds out about the price hike?”

“Leaves Change”—Lots of potential. Keeps the tree motif (autumn leaves) and simultaneously reminds consumers that trees (and prices) are always changing, even though it’s the prices that are rising and only the leaves that are falling.

“Tree Climb”—Evokes the nostalgic past and reminds all customers of their carefree youth. A powerful approach, as customers remember the past and briefly forget the climbing prices.

“Out on a Limb”—Shrewd. Promises nothing but captures industry, market, and consumer anxieties.

“<$2”—Translated “less than two dollars.” Brilliant strategy in theory. However, customers over age 40 would get really distracted and confused, while those under 40 would think it’s an emoji.

“Moneytree”—Already taken by a real company, the “premier provider of short-term consumer loan.”

“Chemist Tree”—Would require a near-exclusive focus on cleaning supplies.

“Artist Tree”—Would necessitate switch to art supplies.

“Pays Tree”—Positive spin, with the subliminal promise of baked goods in the consumer’s near future.

“Symmetry”—Too vague.

“Poet Tree”—Core audience would be unemployed English majors.

“Data in Tree”—Would necessitate switch to office supplies.

“Tree Dollars”—Could be an effective short-to-mid range option. Puts out a positive connotation and also captures the eventual price hike to “three dollars” (“tree dollars”…say it out loud).

“Idolatry”—Hmm.

“The Giving Tree”—Nah.