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This reminds me of people putting colorful stuff on their luggage to make it stand out at the airport. That can work pretty well, if you can find something fairly unique and secure it to the handle or whatever.

I use a mental trick to remember where I parked. As soon as I get out of the vehicle, I look up the lane to find a feature on the storefront that lines up with that lane. It could be anything: a rack of propane tanks, a distinctive awning, a broken light, a plant, a sale poster, or an individual letter from the store's main sign. I then imagine that object getting up and walking down the aisle and climbing into my car like an animated cartoon. I know it sounds dumb, but it really helps me remember both the lane I'm in, and how far away from the store my vehicle is.

in short, retirees place this sign on their vehicles in order to remember where they parked.

Literally when everyone starts doing it, it becomes useless. Copycats are so annoying. Whoever started this was a genius, and copycats ruin the ability of others to actually separate their own cars because of the proliferation of these. Evidence is by some people starting to use pool noodles because now their loofah just wasn't distinctive enough to be able to tell.

Copycats should be smart enough to use their own unique item to mark their vehicle.

This is one(of many) reason I miss my old Toyota Pickup. It was the worst color of mustard yellow. I have no idea why that was even an option for paint color. But you could never lose it in a parking lot. If I could see one square inch of the thing, I would know it was mine. No one would ever willingly have that color of vehicle.

because I tend to visit the same stores, I usually just park in the same spot in the back of the lot.

I like the first explanation better.