There is a close relationship between the social class and the choice of stores. All consumers don’t want to shop at specialty or glamorous stores, because they possess a realistic sense of their purchasing power. They know very well if they are fit to shop at a particular store. Therefore, an important function of retail advertising is to allow the shopper to make a social-class identification of stores. This is done from the tone and physical character of the advertising. The following sections explains the shopping nature according to the class. Lower class: As explained earlier, people in this class perform low paying hourly jobs or they could be single moms working two shifts or both parents working to make ends meet. Because of lack