Karen Kuo’s introduction to shopping at Costco began during her time at Western University. She and her housemates made a monthly ritual out of navigating the store’s aisles in search of bulk bargains and trendy products they had spotted on social platforms.
This trend was not exclusive to them, as Kuo observed many students roaming the store with overflowing carts. As a content creator, she often shares her Costco adventures, attracting a young audience intrigued by the latest products and must-have snacks available at the wholesale giant.
For Kuo, Costco transformed the mundane task of grocery shopping into an enjoyable and engaging experience. Recent data from the retailer revealed a significant increase in new member signups, with nearly half of them being individuals under 40 years old.
Despite graduating and entering the workforce, Kuo continues to frequent Costco every other week to replenish her pantry with essentials like protein powder and coffee, which she finds at a fraction of the cost compared to other stores.
Research from the Agri-Food Analytics Lab at Dalhousie University highlights the financial challenges faced by young adults, with a substantial portion of Gen Z resorting to savings or borrowing to afford food. Moreover, a report by Restaurants Canada indicates a growing reluctance among Canadians, particularly those aged 18 to 34, to dine out due to rising living costs.
According to Mike von Massow, a food economist at the University of Guelph, companies like Costco are strategically targeting young consumers who are grappling with financial constraints. The appeal of Costco extends beyond cost savings, with social media hype playing a significant role in attracting a younger demographic.
Influencers like Tina Chow have capitalized on this trend, garnering substantial followings by showcasing trendy Costco products like Dubai chocolate and Lululemon-inspired clothing. This online buzz, coupled with Costco’s ability to meet consumer demand driven by digital chatter, has cultivated a devoted following for the retailer.
Craig Patterson, founder of Retail Insider, emphasizes Costco’s unique ability to cater to consumer preferences influenced by online trends, solidifying its status as a cultural phenomenon. This community-driven approach, fueled by social media engagement, has elevated Costco to more than just a retail brand, creating a sense of belonging and camaraderie among its enthusiasts.