Well-heeled shoppers love a deal.?

Americans with six-figure salaries are increasingly visiting Walmart for prebiotic soda and Dollar Tree for wrapping paper. They are buying $1 boxes of pasta at discount grocer Lidl and cheese at Aldi.

The shift down-market is driven by the fact that even the financially comfortable are acutely aware of how much more expensive everything is today. Discounters are successfully appealing to these sticker-shocked customers through improved digital offerings and aggressive expansions into well-off neighborhoods.