Five Below is now on Instacart. And I went down a bit of a rabbit hole to see how its e-commerce business was doing (i.e. reading its Q2 transcript).

To reiterate my pet peeve: I think Instacart needs a new logo!

Five Below is pushing more into household essentials thanks to the pandemic--that's Dollar General turf. That's why Dollar General's launch of Popshelf didn't surprise me. DG even has an app ad when I searched for Five Below!

The Q2 transcript hints at trial for same day delivery. Is Instacart a trial? It also is testing BOPIS. It's interesting that curbside was a temporary measure, but may be reinstated.

Here's interesting insights into consumer behavior. More e-commerce, but still low penetration. E-commerce growth slowed as stores opened. Trip consolidation happening even at a discretionary retailer.