8 department stores lower-middle-class Americans still brag about shopping at

There’s a funny thing about status. Sometimes it doesn’t come from luxury labels or high-end malls. For many Americans—especially those from lower-middle-class backgrounds—status shows up in the form of pride about finding the best deals at department stores that balance affordability with a touch of aspiration.

These aren’t just places to shop; they’re places to prove you know how to play the game of getting quality without overspending. And yes, people still brag about them.

Let’s dive in.

1. Macy’s

Macy’s has always carried an air of prestige, even for folks who were never going to drop hundreds on designer dresses.

Part of its charm is history—those Thanksgiving parades, the iconic red star logo, and the promise of recognizable brand names on sale. Walking into Macy’s feels like stepping into something grander than your bank account usually allows.

For lower-middle-class shoppers, landing a great deal at Macy’s isn’t just about saving money. It’s about being able to say, “Yeah, I got this at Macy’s” with a grin, as though you unlocked a secret club without paying full membership dues.

Psychologists often talk about the “halo effect,” where one positive association—like Macy’s historic reputation—spills over into how we see everything else. Even if you got your jacket on clearance, people still hear “Macy’s” and picture quality.

2. Kohl’s

Kohl’s is basically the Olympics of coupon stacking. Anyone who grew up in a lower-middle-class household knows the thrill of watching your total shrink at the register after piling on Kohl’s Cash, promo codes, and store discounts.

It isn’t just about shopping—it’s about winning.

I’ve personally overheard people tell full stories about their Kohl’s trips, including how they managed to save more than they spent. The receipt becomes a kind of trophy.

Behavioral economists call this “transaction utility”—the joy not just of owning something, but of knowing you got it under market value. In plain English: saving $60 on a toaster can feel better than actually getting the toaster.

Kohl’s understood this decades ago, and that’s why it remains a brag-worthy stop.

3. JCPenney

There was a time when JCPenney was the go-to spot for back-to-school shopping. Affordable jeans, reliable shoes, and the occasional splurge item made it a staple for budget-conscious families.

Even now, when JCPenney isn’t as dominant as it once was, many still talk fondly about scoring a “steal” there. For parents, bragging about how they got prom dresses or business suits at half the price became a quiet badge of honor.

As noted by retail analyst Neil Saunders, “JCPenney succeeded for years by balancing value with accessibility—it made middle America feel stylish without guilt.”

That’s what’s at play here: the ability to project an image of having “enough” while staying responsible. For many lower-middle-class shoppers, that balance feels like success.

4. Burlington

If you’re from a lower-middle-class background, you’ve probably heard a family member boast about their Burlington haul.

Once known mainly as Burlington Coat Factory, the store has evolved into a full-blown discount department store that covers everything from home goods to baby gear.

The bragging here comes less from the brand names and more from the sheer size of the bargains. Walking out with a designer coat for under $60 feels like hitting the jackpot, and people love to share those stories.

When I was a kid, I remember my mom proudly showing off a full set of luggage she bought there. She didn’t just tell us the price—she told us the original price too, as if she had just robbed the system legally.

That’s a key part of bragging about Burlington: the story is half the purchase.

5. Sears

Sears may be a shadow of its former self, but for decades it was the place where lower-middle-class families flexed their shopping savvy.

It wasn’t just about clothes. Appliances, tools, and home goods carried the Sears name into living rooms across America. And when you scored a Kenmore washer on sale? That was brag-worthy.

I remember my uncle once proudly telling everyone how he saved hundreds on a Craftsman tool set at Sears. He didn’t just save money—he saved face, proving he knew how to provide without overspending.

Sociologists might call this a form of “cultural capital”—owning the right things, at the right price, as a way of showing you belong. Sears made working-class aspirations feel practical, and people bragged about it for good reason.

6. Marshalls

The psychology of Marshalls is simple: brand names, slashed prices, treasure-hunt shopping.

People brag about Marshalls because it’s one of the few places where you can casually say, “Oh, this is Calvin Klein” and then add, almost heroically, “and I only paid $25.”

I’ve mentioned this before, but humans love a good “effortless status” story. We don’t just want nice things—we want to show that we were clever enough to get them without being reckless. Marshalls practically engineers that outcome.

A 2019 consumer psychology vein of research found that off-price shoppers often report greater satisfaction than full-price shoppers—not necessarily because the items are better, but because of how the discount “feels”: the thrill of the hunt, the sense of saving, and the boost in self-esteem that comes from outsmarting the pricing norm.

7. Ross Dress for Less

If Marshalls is the polished cousin, Ross is the scrappy sibling—and that’s exactly why people still brag about it.

Ross appeals to the underdog spirit. It’s messier, less curated, but when you find a hidden gem—like a pair of Nike sneakers at half the normal price—it feels like you’ve beaten the system.

A friend of mine once compared Ross to crate-digging for vinyl records. You might not find gold every time, but when you do, you can’t help but tell everyone.

Bragging about Ross taps into what psychologists call the “IKEA effect”—the tendency to overvalue things we’ve invested effort in. Digging through racks, waiting in long lines, and hunting for the one gem makes the reward feel sweeter. And worth bragging about.

8. Nordstrom Rack

For lower-middle-class shoppers, Nordstrom Rack carries a special kind of pride. It’s the “I brushed up against luxury” store.

Sure, the full-price Nordstrom experience might be out of reach, but the Rack? That’s where you get to grab a pair of designer shoes or a sharp blazer for a fraction of the cost.

As retail professor Barbara Kahn has said, “Off-price shopping lets consumers feel smart, not deprived.” That’s the psychology in action—people brag about Rack finds because they feel like they’ve managed to cheat the system without losing taste.

I’ll never forget the first time I walked out of Nordstrom Rack with a pair of Cole Haan shoes I snagged for under $80. I wasn’t just proud of the shoes—I was proud of myself for pulling off something that felt aspirational without being irresponsible.

Why bragging about bargains feels so good

At the heart of all this bragging is a deep psychological drive: the need to show resourcefulness.

For lower-middle-class Americans, shopping has always been about more than consumption. It’s a form of identity-making. Bragging about bargains is a way of saying: I know how to play the game. I can stretch a dollar and still look good doing it.

Dan Ariely has written about this. In Dollars and Sense, he argues that purchases aren’t just about the product—they’re about the story behind the purchase: how well you navigated discounts, sales, and pricing tricks. That “feeling of being smart” when you get a good deal delivers emotional value above and beyond the item itself.

It’s not about impressing strangers with wealth. It’s about impressing peers with cleverness.

The bottom line

Bragging about department stores isn’t just about where you shop—it’s about what the purchase says about you.

For lower-middle-class Americans, these stores are a way of proving resourcefulness, taste, and financial savvy all at once.

So the next time someone proudly tells you they scored a deal at Kohl’s or Marshalls, don’t dismiss it. What they’re really saying is: “I know how to win at this game.”