Something for seniors.

Seniors are rewarding stores that cater to them and make it clear that they want their business. Some of their appreciation is based on the sinking feeling that everything but income is going up. "The cost of living is increasing more than the government is saying because every business or service we receive is having periodic increments in the bills they send us, as well as all the taxes we see going up and up and up. A lot of somebodies are nickel and diming us to death."

* "I make a point of getting my friends to stop at McDonald's in appreciation of bargain prices for 'senior coffee.'"

* "I think the senior discounts at Ross are terrific. Calling it the Tuesday Club seems kind of dumb, but Tuesdays really make me think of Ross and I stop in and buy something at least once a month--mostly stuff that I probably wouldn't buy otherwise."

* "One of our local produce vendors has a 5 percent discount program for seniors. We think that's very supportive, and make it a point to support that store in return."

Companies that aren't paying attention to seniors may be paying a different kind of price:

* "I'm trying to avoid stores that are focusing their specials on large sizes to attract young families and make the older people pay higher prices."

* "I'm furious at Penney's after hearing that they are going to forget about seniors because we don't care enough about fashion. They deserve boycotting from all of us who have research dollars into developing and merchandising clothes that seniors could enjoy shopping for and wearing! I'm 60 years old, and even I think their clothes are boring! So there!"