I have a friend who open carries everywhere as well. We do not live in a dangerous area at all and he carries this thing to the grocery store.
I call it his "big boy gun" because it makes him feel like he's a big boy now, like a kid who wears his "big boy" pants with no diapers.
I've often called Target "Walmart without the stigma". They advertise themselves and nice and clean, but it's just Walmart with clients that don't want to be seen going to Walmart.