Scrappy Holidays

CHALLENGE:
Make Dollar Tree the go-to place for Gen-Z during the holidays.

INSIGHT:
After years of scraping by in college, we thought that life after graduation would be all about freedom. But with housing costs, inflation, and student loan payments, well…
things are still tight for Gen Z—especially around the holidays.

In fact, more than half of us describe the holidays as “stressful” due to unrealistic expectations around creating the “perfect” celebration and the pressure to buy gifts for distant relatives that don’t even know your name.

But the holiday season isn't supposed to be about expensive gifts, food and decorations. Thanksgiving… Christmas… New Year’s… these times are about BEING WITH the people who make your heart feel full and celebrating together.

CONCEPT // SCRAPPY HOLIDAYS
Dollar Tree is uniquely poised to help Gen Z put the joy back in the season with our campaign: Scrappy Holidays!

Dollar Tree is the perfect holiday party planning partner when you want to bring friends and loved ones together without breaking the bank because they have it all:
snacks, drinks, decor, small gifts… even cleaning supplies for the day after.

This generation doesn't need all the expensive glitz, glam and pressure of the holiday season—they need each OTHER! And this calls for a party! But “Scrappy Holidays” is more than just a slogan—it’s something we actually put into practice.

SOLUTION:
As a proof of concept, we hosted a “Scrappy Holidays” Christmas party where two college students got all the supplies from Dollar Tree and let the cameras roll.

Friends… Gratitude... Cheer… all on a student budget! What could be more Christmasy?

And though we started with Christmas, this concept could easily extend to a paper plate potluck for Thanksgiving or a budget-friendly New Year’s party,