Dollar General (DG  ) is tapping into its higher-end consumer base, compared to its normal target market, as new popshelf stores open soon. This move may position Dollar General to potentially appeal to consumers who normally shop at other stores such as Walmart (WMT  ) and Target (TGT  ) but find themselves suddenly strapped for cash and uncertain about their economic future due to the pandemic.

"We are excited to introduce popshelf from a position of strength, further highlighting our innovative spirit and building on our proven track record of store format innovation," said Dollar General CEO Todd Vasos. "We have leveraged robust consumer insights to create a unique store that we believe will resonate with new customers, while providing Dollar General with even more opportunities for growth in the years ahead."

Specifically, popshelf is looking to market to suburban women whose income ranges from $50,000 to $125,000 a year. Some products available will be seasonal items, home décor,, health products, cosmetics, party goods, and cleaning supplies, with around 95% of items each priced at $5 or less.

"It's a different demographic for us," said Dollar General spokesperson Crystal Ghassemi. "But we go back to it doesn't matter how much money you make. I think there are a lot of people who really enjoy getting a great value."

Further, many products for sale in popshelf stores will only be available for a limited time, according to Ghassemi, creating a "treasure hunt experience."

Dollar General has already done rather well during the pandemic, with its more than 16,000 stores overall rising 18.8% during the second quarter of 2020, so popshelf may continue that trend. According to the company, it "continued to experience elevated demand in its stores" this year.

In addition to targeting consumers looking for a bargain, what may have also helped was that Dollar General was deemed an essential business and therefore wasn't forced to close early on in the pandemic, a time when many places of business had to close temporarily.

The first two popshelf stores will open near Nashville, Tennessee, in Hendersonville and Clarksville, with plans on the horizon to open another 30 stores over the next year or so. Each popshelf that opens is expected to create 15 jobs.