My friend recently went shopping with her new boyfriend at Bergdorf Goodman. Within minutes, he snapped a picture of a $3,000 sweater’s price tag to share with friends. The salesperson noticed and said, “First time?” It wasn’t really a question. He thought it was funny, but he had broken an unspoken rule of luxury shopping.
Shopping isn’t just about buying things. It’s a social dance. Each move shows whether you belong or not. Pierre Bourdieu’s concept of cultural capital reveals that the way people shop can actually indicate their social status. These aren’t flaws; they’re habits learned over time, marking us like accents reveal where we come from.
The wealthy have their own way of navigating luxury stores, shaped by years of experience. If you break these unwritten rules, you might as well wear a badge that says “outsider.”
1. Reacting to Prices
If you gasp at a price, you stand out. Saying, “Wow, $800 for a T-shirt?” makes it clear you’re not comfortable in that world. Those who are used to such prices tend to be indifferent. Discussing money is often seen as crass. Research shows established wealth tends to keep quiet about costs, while newcomers often need to call attention to them.
2. Checking Labels
Immediately looking for labels signals you value brand status over the item itself. This suggests you need outside validation. Studies indicate that wealthy shoppers often prefer “quiet luxury”—items that signify status without being loudly branded. They focus on quality rather than labels, similar to how a connoisseur appreciates wine.
3. Documenting the Experience
Taking selfies in the dressing room or showing off shopping bags is a faux pas. The wealthy treat stores like their living rooms. Veblen pointed out that those in the leisure class see luxury as part of everyday life. They don’t need social media to validate their shopping habits.
4. Being Overly Friendly with Staff
In luxury retail, there’s a set distance between customers and staff. Being too friendly can come off as awkward. The wealthy understand the unspoken boundaries. Going too far can signify discomfort or a lack of understanding of social norms.
5. Asking About Discounts
Questions like “When’s the next sale?” give away that price is important to you. Behavioral research shows that those with money often buy based on desire rather than deals. Asking for discounts suggests that you’re stretching beyond your means.
6. Announcing Purchases
Statements like “I can’t believe I spent this much!” show that the purchase weighs heavily on you. Those who are truly well-off treat expensive items as just another purchase. Veblen discussed this concept of ‘conspicuous consumption,’ where emotional significance reveals financial anxiety.
7. Touching Everything
Feeling fabrics or trying on items you won’t buy shows unease. The upper class tends to make requests without rummaging. This isn’t entitlement; it’s an understanding of how to behave in high-end retail. Research shows that excessive handling while shopping is often linked to lower purchasing power.
Conclusion
These behaviors aren’t moral failings—they simply represent different cultural scripts. No one is born knowing these codes. The wealthy learn them as they navigate their privileged environments.
Interestingly, many of these “tells” are natural human responses—like excitement or curiosity—that become issues in luxury retail. Bourdieu’s work illustrates that these class markers come from our social upbringing, not conscious choices.
Perhaps true luxury is about being so comfortable in these spaces that they lose their excitement. Or maybe it’s about taking that price tag picture anyway, feeling confident enough to ignore the rules. After all, those who are truly secure aren’t worried about appearances; they’re just enjoying their high-end purchases.
For further insights into the psychology of consumer behavior and luxury shopping, check out research by Bourdieu here.
