Shares of Dollar Tree, Family Dollar Stores and Dollar General were all in the red after the latter reported earnings Tuesday morning.

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But when really hard economic times hit, when sustained high unemployment sends the number of Americans living on the edge of poverty sharply higher, those mainstream retailers lose market share to ultra-discounters like Family Dollar, Dollar General ( DG) and Dollar Tree ( DLTR).

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Dollar General (DG), Dollar Tree (DLTR) and Family Dollar are all trading near new highs and riding atop their 10-, 50- and 200-day moving averages.

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