I think a lot of Canadians identify with being &quot;lower class&quot;, as you put it. For many, it is not at all shameful to shop at Walmart. Walmart has been ingrained in us for so long, and we have such a small population (the population of all of Canada is less than that of California alone), that there is not really a market for another big box retailer. Walmart is just fine. Personally, none of my friends or family ever commented on having been to a Target. I never went to my local one either.