The arrival of Big Box retailer Costco in April last year showed how many people would rather not think about where they sit in the social pecking order. Big Box retailers are mostly the same, but each caters to a “class.” As the Japanese like to say, “You are whatever room you are in.” The same goes for Big Box retailers: where you shop reveals a lot about your class.

You need at least a Silver membership plan to access Insight articles.

Nathan Smith is a former business journalist and columnist at the NBR. He also worked as the chief editor at the New Zealand Initiative policy think tank. He is now a freelance writer and copy editor.