One word: bargains.

In a recent article on Real Money, Jim Cramer noted that an unexpected player is gaining traction with millennials.

While it's easy to associate your neighborhood Baby Boomer with the dollar store, Cramer said Dollar Tree (DLTR - Get Report) and Dollar General (DG - Get Report) have become more appealing to millennial customers.

Why? Cash-strapped millennials are looking for bargains and don't care about brands, Cramer said.

"Convenience, bargain, saving time. These are hallmarks of this generation -- and perhaps the only set of truisms that make sense because the information from these very successful companies informs selection particularly among salty snacks, always one of the most lucrative aisles in any store," Cramer wrote.

Catch his full take in the video above. 

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