Karen Kuo’s journey with Costco began during her time at Western University. She and her housemates would make monthly visits to the store, scouring the aisles for bulk deals and trendy products they had spotted on social media.
According to Kuo, Costco has a unique way of making grocery shopping an enjoyable and engaging experience. As a content creator, she often shares her Costco trips, attracting a younger audience fascinated by the latest products and snacks available at the wholesale giant.
Recent reports from Costco reveal that nearly half of their new memberships now come from individuals under the age of 40. This surge in younger members is partly attributed to Costco’s online presence but is also fueled by attractive deals and social media buzz surrounding the brand.
Although Kuo has graduated and now works, she continues to visit Costco every other week to stock up on essentials like protein powder and coffee, which she finds at significantly lower prices compared to other stores. This trend aligns with data showing that young people, especially in Gen Z, are facing financial challenges, with a significant portion resorting to savings or borrowing to buy groceries.
Mike von Massow, a food economist at the University of Guelph, suggests that companies like Costco are targeting young consumers who are struggling financially. He notes that Costco’s recruitment efforts on university campuses and the appeal of family-sized portions for shared living arrangements make it an attractive option for cost-conscious individuals.
Beyond the allure of discounts, Costco has garnered a cult-like following, with social media influencers like Tina Chow showcasing popular Costco finds and creating a sense of community among Costco enthusiasts. The store’s ability to tap into online trends and stock sought-after items has solidified its position as a cultural phenomenon, standing out amidst closures and exits of other retail giants.
Chow emphasizes the importance of the social media community surrounding Costco, highlighting how it has transformed the shopping experience into a shared cultural touchpoint rather than just a transactional relationship. This sense of belonging and connection has elevated Costco’s status beyond a mere retailer, resonating with a younger demographic seeking more than just products but a sense of community and engagement.