Dollar Tree's bosses has boasted to the company's investors that raising the price cap from $1.50 to $7 will boost profits.
Customers had reacted angrily to news of the higher prices - with one saying: 'So now it is Seven Dollar Tree, and they can up their prices.'
But CEO Rick Dreiling said: 'We are already seeing a meaningful sales lift at the 1,600 Dollar Tree stores that have been converted to our newest multi-price format.'
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