SAN DIEGO – A San Diego woman is suing Dollar Tree after she and at least two other women were allegedly sexually assaulted inside the same store by a U.S. Marine who authorities say wiped or ejaculated semen on them while they shopped.
The lawsuit, filed in San Diego Superior Court, claims the attacks are part of a growing and repulsive online “gooning” trend in which disturbed men target women in discount stores for sexual gratification and internet notoriety. Attorneys say at least 11 women across the country have reported similar assaults at Dollar Tree locations.
According to court documents and police reports, the three San Diego incidents occurred over roughly a week in March 2025 at the Dollar Tree on Clairemont Mesa Boulevard. In each case, a man allegedly approached women from behind in the aisles, got extremely close, and left semen on their clothing or hair. One victim discovered the substance only after checking out and speaking with a clerk.
That clerk, according to the lawsuit, initially expressed disbelief, then photographed the evidence. When the victim asked for surveillance video, she was told the camera in that aisle was not working. She later learned she was not the first victim, the same man had allegedly struck the day before and returned days later for a third attack.
San Diego police identified the suspect as 22-year-old Marine Noe Gonzalez Cresencio. He was arrested and charged with three counts of lewd acts and two counts of sexual battery. The Marine Corps confirmed he is an active-duty service member and said civilian authorities have jurisdiction because the incidents occurred off base. Cresencio has pleaded not guilty, and his attorney has emphasized that the allegations remain unproven in court.
Attorney Alreen Haeggquist, who represents the San Diego plaintiff (identified only as Jane Doe), argued that Dollar Tree’s chronic understaffing and non-functioning security cameras turned the stores into “a hunting ground for sexual predators.”
The lawsuit contends the company knew or should have known about the pattern of “gooning” attacks, complete with viral videos, a SoundCloud track, a cryptocurrency coin, and even a custom Pokémon card celebrating the “Dollar Tree Gooner”, yet failed to take basic steps to protect female shoppers.
Dollar Tree responded in a statement: “The safety and security of our associates and customers are our highest priorities. Dollar Tree is committed to having effective safety and security programs. Through policies, training, and operational procedures, we work to maintain a safe and secure environment for associates, customers, and visitors.”
The case highlights a broader national problem documented by attorneys and investigators. Reports of public masturbation and semen-related assaults at Dollar Tree and similar stores have risen in recent years, with some incidents filmed and shared online for the perpetrators’ amusement. Victims describe lasting trauma and a shattered sense of safety in what should be an ordinary shopping trip.
Local shoppers expressed outrage outside the Clairemont store. One woman called the trend “disgusting” and said she now feels uneasy shopping alone in big-box discount retailers.
As the civil case proceeds and the criminal charges against Cresencio move forward, the lawsuit puts pressure on Dollar Tree to answer for security lapses while authorities pursue the men responsible for these repulsive crimes. For many women, the message is clear: everyday errands should not come with the risk of being sexually degraded by strangers who treat public stores like hunting grounds.
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