Too often, market players extrapolate the state of the consumer to any retailer that reports, Jim Cramer said on TheStreet.com TV's Wall Street Confidential Web video ednesday. But that is not the correct way to look at it. "There's a problem with the American consumer, and it has nothing to do with whether he's rich or poor," he said. Cramer said the problem is they don't like shopping as much as they used to at the venues everyone thought. People don't like to shop at Wal-Mart ( WMT), and they prefer not to shop at Safeway ( SWY) or Kroger ( KR) if they can avoid it, Cramer said. Consumers also don't want to go to the mall because it's crowded and they don't necessarily want to shop for the home because of problems surrounding the housing industry, he added. "That's the one thing that is deeply involved with the consumer, but it's restricted to Home Depot ( HD), Lowe's ( LOW) and Sears, ( SHLD)," the last of which Cramer owns for his charitable trust, Action Alerts PLUS . "What you have is a consumer who wants to be entertained and a consumer who wants to feel pampered and a consumer who wants a bargain," he said. These are services Target ( TGT) and Wal-Mart used to provide. While Target still has some of that flair, "the reason Costco ( COST) is doing well is because it's a better place to shop," Cramer explained.