One may review the decline of the middle class in this country to get a timeline and one of the chief reasons for the decline of Sears. Sears was the retailer of the middle class. They didn't cater to the lower economic class looking for a bargain, nor to the upper economic classes looking for fashion and prestige. As middle class purchasing power declined with the value of the dollar and loss of better paying jobs, more people began shopping discount stores looking for the cheapest goods, regardless of quality or durability or origin.