Class differences within the boomer generation show up clearly in where they shop - stores that lower-middle-class boomers treat as aspirational are exactly the ones upper-class boomers dismiss as too mass-market to bother with.
My grandmother gets excited about shopping at Kohl's. She plans trips there, uses her Kohl's Cash strategically, and treats finding a good deal as a significant event.
My partner's mother wouldn't be caught dead in a Kohl's. Not because she's snobby, but because it simply doesn't register on her radar as a place to shop. She goes to boutiques and department stores I've never heard of.
Both are boomers. Both have money to spend on clothing. But they occupy completely different shopping universes based on the class positions they grew up in and maintained through adulthood.
These seven stores represent that divide perfectly.
1) Kohl's
Lower-middle-class boomers treat Kohl's as a step up. It's not Target or Walmart, it's a department store with name brands, sales events, and a rewards program. Shopping there feels like smart consumption—getting quality items at reasonable prices.
My grandmother knows the Kohl's sale cycle, stacks coupons, and gets genuinely excited about her Kohl's Cash rewards. It's a whole strategic system that delivers satisfaction beyond the purchases themselves.
Upper-class boomers don't shop at Kohl's. It's too mass-market, too focused on discounting, too similar to stores they consider beneath their retail threshold. They buy the same brands at Nordstrom or boutiques where the experience feels more curated and less transactional.
The divide isn't about the actual products. It's about what the store signals and what the shopping experience delivers beyond merchandise.
2) Chico's
For lower-middle-class boomer women, Chico's represents upscale clothing. It's more expensive than department store brands, the staff provides personal attention, and the aesthetic feels sophisticated.
Shopping at Chico's is treated as a treat, something you do for special pieces or when you want to invest in your wardrobe. The price point makes it feel exclusive.
Upper-class boomer women don't shop at Chico's. They see it as mall retail with an inflated price tag. The aesthetic reads as trying too hard to appeal to their demographic rather than offering genuine style.
They shop at boutiques or high-end department stores where the clothing isn't specifically marketed to "women of a certain age" but just happens to work for their preferences.
3) Pier 1 Imports
Lower-middle-class boomers used to treat Pier 1 as aspirational home décor. It was more unique than Target, more affordable than furniture stores, and offered items that felt worldly and curated.
Before Pier 1 closed, shopping there felt like upgrading your home with special pieces. The imported aesthetic and decorative focus made it seem sophisticated.
Upper-class boomers barely noticed when Pier 1 went out of business. They'd never shopped there seriously. If they wanted home décor, they went to antique stores, design shops, or worked with interior designers.
Pier 1's mass-produced "worldly" aesthetic didn't appeal to people who actually traveled and collected items or who had the resources to buy unique pieces.
4) Christopher & Banks
For lower-middle-class boomer women, Christopher & Banks offered affordable, age-appropriate clothing with a slightly dressy feel. It was a step up from Target but more accessible than department stores.
The store filled a specific niche—clothing for women over 50 that wasn't frumpy but also wasn't trying to be trendy. Shopping there felt like finding options designed specifically for your needs.
Upper-class boomer women never shopped at Christopher & Banks. The aesthetic was too middle-America, too obviously targeted to a demographic, and the quality wasn't high enough to justify the prices.
They found age-appropriate clothing at higher-end stores where the focus was on quality and classic style rather than age-specific marketing.
5) Dress Barn
Lower-middle-class boomers treated Dress Barn as a reliable source for work and occasion clothing at reasonable prices. It offered classic styles, larger sizes, and predictable quality.
For women who needed professional clothing on a budget, Dress Barn was dependable. You knew what you were getting, and it served a practical purpose.
Upper-class boomers wouldn't shop at Dress Barn. The name alone signals mass-market clothing for practical purposes rather than style. The aesthetic was too safe, too focused on covering basics rather than making statements.
They built their work wardrobes at Ann Taylor, Talbots, or department stores where the clothing offered more distinctive styling.
6) T.J.Maxx and Marshalls
This one is interesting because both classes shop at these stores, but for completely different reasons and with different attitudes.
Lower-middle-class boomers treat T.J.Maxx and Marshalls as treasure hunting. Finding designer brands at discount prices feels like beating the system. It's a skill and a source of pride.
They browse regularly, know when new shipments arrive, and consider it smart shopping to get name brands for less.
Upper-class boomers might pop into T.J.Maxx for specific items like home goods, but they don't make regular trips or treat it as a primary shopping destination. If they find something, fine. But it's not a routine or strategy.
The difference is that lower-middle-class boomers treat discount stores as a way to access brands that upper-class boomers just buy at full price when they want them.
7) Stein Mart
Before Stein Mart closed in 2020, lower-middle-class boomers considered it a notch above regular department stores. Better brands, nicer atmosphere, more curated selection than Kohl's or J.C. Penney.
Shopping at Stein Mart felt like treating yourself to a more upscale experience while still getting reasonable prices. It occupied a sweet spot between mass retail and true luxury.
Upper-class boomers never registered Stein Mart as upscale anything. It was discount retail with aspirational marketing. The brands weren't exclusive, the discounting was constant, and the experience wasn't notably different from any other mid-tier store.
When it closed, lower-middle-class boomers mourned losing an accessible luxury option. Upper-class boomers barely noticed.
Final thoughts
These distinctions aren't about one group having better taste. They're about completely different shopping ecosystems shaped by economic position and what counts as aspirational versus baseline.
Lower-middle-class boomers grew up understanding that smart shopping meant getting the best value for your money. Finding quality at reasonable prices was a skill worth developing. Stores that offered name brands with good sales represented successful navigation of retail.
Upper-class boomers grew up with access to higher-end retail as their baseline. They didn't need to hunt for deals or feel excited about sales because they could afford full-price items when they wanted them. Their focus was on quality, uniqueness, and brands that signaled taste rather than value.
Neither approach is wrong. They're just operating in different retail universes with different measures of success.
My grandmother will always get excited about a good deal at Kohl's. My partner's mother will always shop at stores I don't recognize. They're both boomers, both making intentional choices about where to spend their money.
The difference is what feels special versus what feels standard, and that distinction is almost entirely about the class position you've occupied throughout your life.
If these stores going out of business felt like losing important retail options, you're probably a lower-middle-class boomer. If you barely noticed they existed, you're probably upper-class.
And if you're somewhere between those positions, you probably recognize both perspectives without fully belonging to either.
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