Karen Kuo’s Costco shopping tradition began during her university days at Western University. Together with her roommates, they frequented the wholesale store monthly, scouring for bulk discounts and trendy items they had spotted on social platforms.
The bustling aisles filled with students overloaded with purchases were a common sight, according to Kuo, a content creator who regularly shares her Costco adventures online. She noted that the comments on her posts are always buzzing with young individuals eager to discover the latest products or must-have snacks at the popular shopping destination.
Kuo emphasized that while grocery shopping is typically mundane, Costco has a unique way of infusing fun and excitement into the experience. Recent financial reports from the retailer revealed a significant uptick in new member sign-ups, with nearly half of them being individuals under 40 years old.
Despite transitioning from student life to a professional career, Kuo continues to make bi-weekly trips to Costco to replenish her essential pantry items like protein powder and coffee. She highlighted the substantial cost savings she enjoys by purchasing these staples at Costco compared to other retail outlets.
The rising cost of living is a significant concern for young people, as indicated by research from the Agri-Food Analytics Lab at Dalhousie University, showing that a considerable percentage of Gen Z individuals rely on savings or borrowed funds to meet their food expenses. Additionally, a recent study by Restaurants Canada revealed a decline in dining out frequency among Canadians, especially in the 18-34 age group, due to escalating living costs.
Experts like Mike von Massow, a food economist at the University of Guelph, highlighted that companies like Costco are strategically targeting young consumers facing financial challenges. Costco’s initiatives, such as setting up recruitment booths on university campuses, aim to secure long-term customer loyalty, particularly among students.
Von Massow suggested that sharing the costs of family-sized products among roommates could be a practical way for students to save money. Notably, Costco’s food court offers attractive deals, like the famous $1.50 hotdog and soda combo that has maintained its price point since the 1980s.
Beyond the allure of discounts, Costco has garnered a devoted following for reasons beyond affordability. Social media platforms are flooded with Costco-related content, from influencers showcasing trendy products like Dubai chocolate and Lululemon-inspired clothing to enthusiasts throwing Costco-themed events and parties.
The online hype surrounding Costco’s offerings has cultivated a sense of community among consumers, propelling the store to a cultural phenomenon status. Retail industry experts, including Craig Patterson, recognize Costco’s ability to capitalize on social media buzz to cultivate a loyal fan base, distinguishing it from traditional retailers facing closures or exits from the market.
Influential figures like Tina Chow, known as the “queen” of Costco in Canada, leverage platforms like TikTok to engage with a vast audience of Costco enthusiasts. The sense of community fostered by these interactions transcends mere commercial transactions, transforming Costco into a social hub that resonates with consumers on a deeper level.