While Wal-Mart and Kmart are cutting costs and trimming staff, chains like Family Dollar, Dollar General, and The Dollar Tree are investing heavily in making their stores appealing to customers.
As a result, dollar store stocks are outperforming discount chains' shares.
Case in point: Dollar General's new eye-catching coolers, in comparison to Kmart's.
Here are the coolers at Dollar General. Note they are well-lit, with clear product labeling to entice the customer: