Todd Vasos
Analyst · Oppenheimer.
Rupesh, let me start, and I'll pass it over to Kelly. Yes, as we look out into 2024, we do believe that the promotional environment will have an uptick here. We believe that it will revert closer to where pre-pandemic levels were. In 2023, we saw an increase as well. So this isn't an immediate left- or right-hand turn here. This is what we had anticipated, quite frankly, over the last couple of years that as we enter '24, we would probably start to see this. And by the way, I think our CPG partners, and I'm sure you've seen, have signaled this for quite a while now in that they need to move units and through that, encourage, if you will, some of that promotional activity to occur.
The great thing about Dollar General, we talked about the levels of markdown, but the great thing about Dollar General is that with our size and scale, we're able to get a tremendous amount of CPG help when it relates to this higher level of activity. And so our margins usually tend to be okay, if you will, as we move through these higher markdowns -- promotional markdowns. But what it also does right now, Rupesh, I believe, is it just gives that customer that's looking for more and more value right now. And by the way, this customer is getting healthier and healthier every day. We're seeing it. She's figuring out her expenses. I think you probably remember, I talked about this quite often. It takes her a few quarters to figure out when she gets a shock to the system. And unfortunately, this inflationary environment we've lived in for the last couple of years has been a shock and maybe even a double shock to her.
But she's starting to figure it out. You can see it through the transaction data. You can see it on the unit side, and you can see it even on the mix side. She's starting to pick up a little bit more of that nonconsumable-type items, that discretionary item a little bit more each and every passing week that we see. So there's a lot of reason to believe that this markdown activity will actually help encourage her to get out and spend more at Dollar General at a time where she needs us most.