Richard Dreiling
Analyst · Stifel
Thank you, David. As we have said for many quarters, driving unit sales growth is key to our long-term strategy, and I'm pleased to report that we continue to make progress in this area. Once again, in Nielsen syndicated data, we have grown both unit and dollar share in the mid- to high single digits in the most recent 4-week and 12-week periods on top of our long track record of share growth. I believe this is attributable to our commitment to affordability. With our focus on affordability, we are offering customers to trade down on purchase price. For instance, in key categories such as food, paper, home cleaning and pet, unit growth is significantly ahead of sales growth in the most recent 12-week period. There is no doubt we may have sacrificed some sales as we look to drive units. Given the importance of unit growth and transaction growth as leading indicators of relevancy with our customers and of our future success, we believe this is the right trade-off for us.
Another factor impacting our comp sales growth worth mentioning is that we have had essentially no inflation. The foundation of everything we do at Dollar General is grounded in serving our customers. We remain committed as ever to providing our customers with everyday low prices they can count on. We want to make sure that our customers know that they can find nearly all of their everyday items in our small box convenience stores. Our customers are the first place we start as we build our merchandising plans for the coming year. While on paper, it appears that the economy is improving, the low to middle income consumer, who is our core customer, continues to look ways -- looks for ways to manage her budget as she works to prioritize her spending, and she trusts that we are on her side to help her stretch her budget. Keep in mind she had a tough fourth quarter last year with a number of headwinds that are starting to moderate year-over-year, including SNAP benefit reduction, challenging weather, higher energy costs, reduction in unemployment benefits and the lingering effects on consumer spending from the 2% payroll tax increase in 2013.
As I reflect on our trends for the year, I believe that we underestimated the impact of these cumulative headwinds on our customer. As a result, there's no doubt that affordability is and will continue to be a focus of our core customer. Our renewed focus on $1 to $5 items continues to gain traction. We had more than 75% of our SKUs or 78% of our sales for the third quarter that were items priced at $5 or less. This is important as we know we trade more customers with the $1 fixed price retail concept than any other small box retailer.
Beyond that, we are continuing to add items with approximately 80 SKUs under our Smart & Simple brand at entry-level price points across 26 merchandise categories. In addition to the Smart & Simple brand, we continue to strategically introduce new $1 price point items on the shelf in key consumable categories, such as food, home cleaning and paper products, that are focused on affordability. All in, SKU counts in our $1 section in the store have increased more than 50% as compared to the end of 2013. New items include a combination of national brands and our private brands. In addition, we have expanded our $1 section offering to an additional 845 stores, with 96% of our stores having anywhere from 12 to 40 feet of $1 products across multiple categories, with an emphasis on health, beauty, paper, home cleaning and food. These $1 category expansions are a great way for customers to have increased purchasing power in our stores. Given that our average basket is around $11, our expanded offerings can have a positive halo effect on our customers' satisfaction as they leave our store with an additional item or 2.
We continue to be very pleased with the performance of our $5 or less price point assortment on our non-consumable categories, which represent about 60% of our merchandise offering. This clear focus on expandable consumption items at affordable price points has contributed to solid growth in our home and apparel sales this year.
As a result of these merchandise changes, we are seeing improvements in category sell-through rates. Non-consumables are important to our sales mix as we strive to enhance our gross profit rate. In the coming year, our plans have been developed to advance expandable consumption items in multiple categories, including storage, candles and domestics. In addition, we are in the midst of repackaging our private brands across both select consumable and non-consumable categories. The goal of the repackaging is to enhance our customers' perception of our private brand quality and value for the price. We had a test launch of the new packaging in select products with very encouraging results, and the majority of new repackaged items will be on the shelf in 2015. We continue to grow our private brands, with SKU count of 6% and penetration of over 24%.
We continue to look ways to leverage technology and engage consumers. We completed the initial rollout of our digital coupon capabilities in August and began to aggressively launch that program at the end of September and throughout October with our Fast Way to Save promotion. To date, sign-ups have significantly exceeded our expectations, and we have already hit our target for the year-end. With nearly 18 million digital coupons downloaded already, activations and redemptions are having a strong impact on sales of coupon-specific items. In 2015, we will be able to use the data captured from this program like a loyalty card but without the incremental cost. For instance, insights from a customer's shopping trip can be used to customize individual promotions to drive trips and baskets. This is an exciting opportunity that we should be able to capitalize on in 2015.
I am pleased to report that we had favorable results and improving our inventory shrink performance in the third quarter. Over time, shrink improvement continues to be an opportunity as we remain steadfastly committed to reducing our shrink levels on a store-by-store basis. The store format and layout, SKU rationalization of high shrink items, defensive merchandising and exception-based reporting all play a role as we look for shrink improvement going forward.
Driving productivity at the store level is important as ever as our overarching goal is to create time savings that we can reinvest to better manage our stores and service our customers. In order to enable productivity gains, we are elevating our category management processes to optimize all areas of the store beyond the planograms to include all shelf and end cap displays. Over the last several years, we have made significant strides in the productivity of our planograms through SKU selection and ongoing refinement. We feel we've established a strong foundation in our planograms that we can refine periodically. We are concentrating on simplifying work at the store level by reducing the complexity of planogram resets.
At Dollar General, real estate is a core strength. Our real estate model is disciplined and focused on financial returns. Year-to-date, we have opened up 617 new stores and relocated or remodeled 874 stores, including approximately 380 life-cycle remodels. The life-cycle remodels are focused on our legacy smaller footprint stores and allow us to improve adjacencies and planogram layout. These stores are getting closer to the same sales lift as we get in our full remodel with a much lower investment, resulting in returns on the life-cycle remodel that are over 200 basis points higher than our full remodels. Given these strong returns, we plan to significantly expand our life-cycle remodel program in 2015. In addition, in the first quarter of 2015, we will be utilizing our merchandising predictive technology capabilities in over 250 of our life-cycle remodels to optimize our space and SKU productivity. So we expect these remodels to drive even higher sales.
In 2015, we plan to open approximately 730 new stores and to relocate or remodel 875 stores with a priority on life-cycle remodels. In total, square footage growth is expected to be about 6%. We will expand our footprint into 3 new states in 2015, Maine, Rhode Island and Oregon, as we use our real estate model to identify winning sites for our traditional Dollar General format. We are right where we want to be as we enter the new year. Our real estate pipeline is 100% committed, and we're already working on 2016. Our new store productivity continues to be about 85% of our comp base, and we're looking forward to successful store openings in 2015. Also, in 2015, we will open our 13th distribution center as we continue to invest in our infrastructure to support our growth. Site work has started on the new distribution center in San Antonio, Texas, and we plan to begin shipping from that distribution center in late 2015. We have exciting plans for 2015 and have lots of opportunities ahead of us.
Now turning briefly to our proposal to acquire Family Dollar. We are as committed as ever to this acquisition and believe that the synergies we expect to achieve through the combination of these 2 companies would benefit Dollar General shareholders and, importantly, the consumer for many years to come. We're working hard to be in a position to complete this transaction and begin the process of combining our 2 companies. To that end, as we've stated, we are actively engaging with the FTC and believe that we are making good progress on that front. We filed our HSR notification with the FTC in mid-September. Since the filing, we have provided the FTC with tens of thousands of documents and have had a number of very valuable and productive discussions. Family Dollar shareholders are currently scheduled to vote on the Dollar Tree transaction at a special meeting on December 23. We are very aware of the calendar, and we look forward to sharing more information, with sufficient time, for Family Dollar shareholders to make an informed voting decision at the December 23 shareholder meeting.
Our 75th anniversary has been a time to reflect on our company's rich heritage and our mission of serving others. It's also an exciting time to look to the future and envision what the next 75 years will bring for Dollar General. My sincere thanks and appreciation go out to the 106,400 Dollar General employees as we are in the midst of the busiest season of retail. Over the years, Dollar General employees have built this business through hard work and dedication to our mission, and we owe them a great deal of gratitude. Thank you for an amazing 75 years.
Mary Winn, I'll now open the call up for questions.