He was talking about how the mindsets are so different for people who merely act rich – and those who truly do have a high net worth.
Those who want to play the part of “being rich” are more often found at high end stores, spending money that they don't have so that they can play the part of being affluent.
Those who act rich will often justify their high spending by talking about how much money they're saving, and by talking about all the “bargains” that they've gotten.
Those stores which were mentioned by at least 20% of these millionaires include: Costco, Dillard's, “favorite independent store,” J.C. Penney, Kohl's, Macy's, Nordstrom [especially men's shoes], Target, and Wal-Mart.