five-and-ten

Old-time emporium

A five-and-ten is an old-fashioned variety store selling inexpensive merchandise—originally items priced at five or ten cents.

Also called a five-and-dime or dime store.

Woolworth's was the most famous chain.

The term now evokes mid-20th-century American retail nostalgia: She bought ribbon candy at the five-and-ten.

value

affordable

Reasonably priced

cheap · economical · discount · thrifty · low-priced · deal · savings · practical · everyday · accessible

nostalgia

vintage

Quality from past eras

yesteryear · memories · sentimental · classic · Americana · downtown · Main Street · postwar · midcentury · hometown

store

Woolworth's

Historic five-and-ten chain

mom-and-pop · emporium · counter · checkout · storefront · retail · merchandise · shopkeeper · cashier · aisle

merchandise

notions

Fleeting mental impressions

trinkets · toiletries · candy · toys · stationery · sewing · buttons · thread · ribbons · hardware

Opposites
retail scale and prestige

five-and-tendepartment store

Large multi-section retail establishment

Saks Fifth Avenue · flagship store · Neiman Marcus · Harrods · specialty shop

price positioning

five-and-tenCartier

French luxury jewelry brand

Family

five, ten, fives, tens, fifth, tenth, fifthly, fifteen, fifty

Familiarity
Top 500,000
Profile
Mostly American · Concrete · Everyday, not technical · Rated G