Chris fights to win customers who would not normally visit a pound shop - the middle classes. He also tries to make pound shop history by becoming the first to go online.
With austerity hitting his core customers and more competitors than ever before, Chris needs to find new markets to grow his empire. With signs that the middle classes are warming to the idea of pound shopping, Chris opens a store in one of the few places in Britain that does not have a pound shop - affluent Harrogate. But some locals are horrified, and he faces a fight to win over the upmarket town.
The Pound Shop Wars enter cyberspace as as Chris also goes online, launching what he hopes will be Britain's first online pound store. It is a venture that sees him getting into bed with an unlikely business partner - the founder and original owner of Britain's biggest pound shop chain and his arch-rival, Poundland. Before long, the press gets hold of the story and three mums from Devon decide to try to beat him by opening their own one pound store online.
As well as winning new markets, Chris is also fighting to keep hold of the customers he already has. Faced with the might of Tesco and Asda, now muscling in on the £1 phenomenon, Chris fights back by launching Great Britain's first pound shop mascot - Mr Pound. The mascot is deployed at the opening of one of Tesco's biggest-ever stores, where Chris is also opening a shop less than 100 meters away. It is one man in a foam pound suit against the marketing might of Britain's biggest supermarket.
