Good example of how people can build identities through their brand choices and purchasing habits.
It’s a foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant if another company releases a better product. Yet the crossover between brands, identities, and lifestyles is deeply held by many people.
I know some will try to turn this into a criticism of Americans, but in my travels and international business experience I wouldn’t even rank Americans in the top 10 for integrating brands and identity. In some countries I had to make a conscious effort to try to wear clothes from acceptable brands and swap my functional laptop bag for something more stylish to avoid letting my purchasing habits become a point of judgment from others. It’s actually refreshing to come back to America where as long as you’ve made some effort to look more or less appropriate for the occasion few people care about the brand of your clothes, laptop bag, or car. Some people are proud of their Audi or designer bag, but I rarely run into situations where I’d be judged for arriving in a sensible Subaru instead of a Mercedes.
Unfortunately I think America is starting to lose this way a bit, with the influx of newer premium brands and the fracturing of American consumers into endless lifestyle personas. But there's still some truth left in it.
To say that "the richest consumers buy essentially the same things as the poorest" by using Coke as an example is a significant oversimplification and is cherry picking examples to prove a point. The richest consumers buy plenty of consumer goods that the poorest cannot even dream of buying or even renting.
If there was a truffle-infused Coke with edible 24k gold flakes that cost 10x as much (and actually tasted good) you can be sure pretty much only the richest consumers would be drinking it, and that everyone who couldn't afford it would be doing everything in their power to keep up with the Joneses.
What percentage of "the poorest" own their own home or go on international trips more than once a year let alone owning multiple homes, luxury cars, and private jets?
I don't find it unfortunate, but I also think this is a bit of a misdiagnosis of the problem.
Coke is a bad example of this because it's mostly unchanged (and when they did try to change it, it became infamous. The "new coke" change). For almost all other american consumer products, the old time well known brands have decided to cut corners and cheap out on production. It's particularly obvious with restaurants where so many of the old chains have moved over to pre-prepped microwaved foods instead of actually cooking in house.
Americans have learned that brands can't be trusted to maintain quality. If a company can get away with it, they'll use any sort of deception to raise the price or cheap out on the ingredients. And they relied heavily on "it's X brand" to keep selling the lower quality goods.
That, IMO, is what's driven americans to brand fracture. People have learned that for a lot of clothing there's no difference between what they get from Temu and what they get from Old Navy. In fact, there's a real good chance those goods were made in the same factory.
The mantra was sell more, more, more and more, and to do that, you need to sell things to poor people to. A French enterpreneur would be happy selling phones only for the upper middle class and above. In America the idea was to install as many landlines as possible and gain with scale.
Witness Erewhon fruit juices/smoothies.
Coke is a great example. There’s no product more useless and unnecessary than that flavored fizzy sugar water. Or should I say, high fructose corn syrup water. If you drink it, why? Probably because you were indoctrinated since childhood. Same goes for pretty much all fast food. There’s nothing good or desirable about any of it unless you’ve been indoctrinated into thinking that.
It is kind of fascinating, having come from such a culture, to realize that in the end, Americans, at least the average of the America I met, are not nearly brand conscious as I and everyone in my place supposed them to be.
Of course, America is a fucking giant and diverse place, and I think that even native born Americans have no fucking idea of how many different Americas exist, so, take my views of America with a giant grain of salt.
I've been around a good amount of the US and yeah, being very judgey on brands just doesn't seem to be much of a thing. Maybe if I hung around rich people it'd be different, but I do know some rich people and they typically don't seem to give a shit either.
Speaking as an American with a formative decade overseas, I think some of that may come from the economics of international trade.
People think about a faraway place based on what gets transported and sold from there. If a country's most-visible exports are gourmet food, you'd start thinking that perhaps the average resident is a gourmand. In the case of the US, those "cultural exports" often involve branded goods, copyrighted media, food franchises, etc.
And yet somehow, with first 3/4 of this sentence, you've given a more accurate story about America than is almost ever provided!
I had a recent conversation with a colleague out of SE Asia and it was surprising to me how little access they have to a diversity of product. For example, I was describing my homelab which uses a lot of Minisforum hardware (mostly due to size constraints) and I found out that, despite literally being geographically closer, said product could not be purchased in their country. So I would imagine that leads to more homogenization than what might occur in the States. But that's just my ignorant conjecture.
> foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant
But you are, yourself, defining yourself partially here through your own purchasing habits. In fact you are doing it to a far more universal degree than most of the ones you criticize.
Not that I'm immune to it, but nor do I claim to be. I think it's useful signal just like anything else. Watch: My quintessential American habit is that I wear roughly the same nondescript black T shirt, black boxer briefs, black socks, and maybe an unlabeled black hoddie that I purchase off of Amazon, mostly just sorting by ratings. If at any point I reach into my closet and the stock-flow system that is my laundry habits have deemed it such that I am actually out of stock of any of these items, I immediately go to Amazon and purchase another 6- or 4- or 12-pack. If you feel you understand me better as a person after reading all that, you probably do.
Costco itself, in a way, is a sort of Wittgenstein's ladder, or Wittgenstein's warehouse, because eventually you realize that everything sold under the Kirkland label is just a de-badged top brand. If you still reach for brand names for staple goods at Costco knowing full well the Kirkland product is either the same or superior, then you know that the shadows of brand names still haunt you and occlude your sight. When you are able to escape these shadows and see the sun, then you are free.
You can't just say this and leave us hanging. Which countries?
Can you give a few examples of those brand-centric cultures? Which product categories do they follow? I've never seen anything like this, so if I were to go to one of the places that has this culture, I should probably know about it in advance.
Brands may serve as camouflage when you're trying to conform, but conforming is not an identity. Your identity is based on what you create, not what you consume.
Just an observation. My computer bag is older than most of my coworkers.
I've absolutely heard eulogies that talk about stylish grandma was up to the very end. The could go on about how she never left the house without looking like she could have been ready for a photo shoot. How she brightened every gathering she was a part of, and even had this marvelous ability to pick the perfect accessories, including -- yes -- handbags.
You seem to be conflating two things that are different -- "fabulous taste", and "conforming/consuming". Putting together and accessorizing an outfit is an act of creation. Looking sharp is usually quite the opposite of conforming.
Remember that when you dress with style, you're brightening the day of the people who look at you, like a walking work of art. Some people look at it as vain, but other people understand it's making the world a more pleasant place, just like good manners or a helping attitude. If you can appreciate the way a tasteful statue adorns a park, you can appreciate the way a tasteful outfit -- handbag included -- does the same.
When I find myself reading Consumer Reports or The Wirecutter looking for "what is the best toothbrush" it's not that I actually need the best toothbrush. I'd be perfectly happy with a good toothbrush. What I'm trying to do is avoid spending a bunch of money on something that looked like a good option and turns out to be ineffective, unreliable, short-lived, or otherwise terrible. Most retailers are absolutely overrun with trash now.
Generally at Costco it's not a worry, if it's a crappy product they're not selling it.
You know it's decent at Costco or you can return it in a few months when it craps out.
Unfortunately, they have people like that everywhere.
South Korea is one example that I have intimate knowledge of where one's consumer habits (the clothes one wears, the car one drives, the logo on one's handbag) is the ultimate signal of status.
You're automatically pre-judged by complete strangers without having to say a single word.
There are always exceptions to the rule, but it is in fact an unspoken rule over there.
The things where you notice the money are private planes and nice houses/apartments (and multiples thereof) and art. And perhaps caring even less what people think of them.
Perhaps those folks found certain brands regularly have decent (enought) quality and stick with them, and/or they have a personal aesthetic that they've developed that may be 'limited' to certain brands.
Some folks also don't want to go through the effort of constantly/regularly (re-)evaluating things: they've found that Brand X gives them enough quality/value, and have stopped looking.
This argument stops holding water when those same people start judging other people for not also using Brand X.
I agree. You can go into Costco and see a store full of individuals who happen to be shopping at Costco that day, or you can go to Costco and see the same people as slaves to an imagined Costco lifestyle that you can then write about for 800 words. It says more about the author than the shoppers. This article is the worst kind of lifestyle trend engineering.
I enjoyed reading about the writer realizing he's turning into his father and taking photos of things his dad used to buy to share with his mom. He spots people that may be falling in love. Clumsy people apologizing to nobody. He counts eight different languages.
I thought it was charming and a little nostalgic.
For those of us who grew up in the era of the "Are you a Mac or a PC" [1], many Americans are intimately familiar with the concept of brand identity.
I don't even have a Costco membership! Maybe this is a Socal/urban thing?
In any case, I think you're overthinking it, people love Costco.
To me, that is a modern marvel. I don't want people to buy things that they don't need, and I also don't like the crowds, but I can't help but feel grateful for a stocked grocery store that is accessible to basically everyone—isn't that the dream?
Membership is an up-front cost. That excludes those who can't part with the cash for no immediate benefit. Depending on what you buy, and what else is available around you, breakeven can take a good part of the year and a sizable number of purchases. Basically, you have to have the cash flow to play with money over time, even over a short timeline like an annual membership cycle.
Costco also sells many if not all items in relatively large quantity, so membership makes more sense for those who can afford to pre-buy and store more than they need. It's the inverse of something like a so-called dollar store, which is too often where poor people get stuck buying smaller than grocery-standard quantities at higher per-unit costs.
Of course, sometimes it makes sense to pool funds, buy together on one membership, and break packs. That costs coordination. Corner stores in poorer areas where I live often do this, with business memberships and resale certificates. At a margin, of course.
I can't pretend to truly understand what it's like not being able to afford Costco. But I've had some opportunities to hear people who see it as out of reach. And to make some trips with "guests".
You wouldn't starve to death, but you'd absolutely want to supplement (both for more calories and probably for vitamins). But also you'd be eating that rice every single day pretty much, how else are you getting through that much rice?
> As a rule of thumb, one koku was considered a sufficient quantity of rice to feed one person for one year.
I assume "sufficient rice" means it needs to be supplemented, and this is supported by the footnote as well:
> Apparently 1.8 koku (1 koku and 8 to) was actually required for nourishment by a man each year, according to the conventional wisdom documented in a "home code" (kakun [ja]) of a certain merchant family in the Edo period.
(Note that last year, 5kg bags were as much as 8000jpy for standard rice, prices have come down a bit, but not a lot.)
There’s also been a rice shortage/crisis in Japan recently, which has pushed prices up even more. See here → https://www.borgenmagazine.com/japans-rice-crisis/ and here → https://old.reddit.com/r/japan/comments/1kthwmr/e/
Surely also restaurants and larger vendors have ways to buy rice in bulk in Japan - maybe they just don't have the American version for of this for consumers ? Sort of like how in the US people can go to a restaurant supply store (but often dont)
Yet, I keep going. I like the cranberry bread, the cheap chicken, the granola, I like not thinking about what to buy so much. I like that it's of an acceptable quality at an acceptable price. I like that I can return stuff easily without getting shit for it. I like "scoring" deals on stuff that seems like a good value.
Then I think Costco has done its perfect job and exactly the goal the founder set out to create: Quality goods at affordable prices.
They optimize for those 2 things first. Consequently, everything else becomes a management of chaos (the part that stresses you out and thusly hate).
If they did try to make the experience better, it would cost them someplace. And honestly, you're just at whole foods at that point.
Hear me out.
It's right next to Costco, literally in the same mall.
Products are kind of shittier but they're good enough. But good enough is better for me because the rest of the experience is just better.
Walking through Sam's Club is often a breeze whereas through Costco I waddle like a penguin sandwiched between a waddle of penguins, each competing for enough space and quiet and mental clarity to score a good purchase.
It can be panic inducing.
At Sam's Club I don't even walk to a cash register. I pay with my phone and I'm out.
They don't even ask me to show my ID at the door.
Regular Costco for rotisserie chicken.
In life you can't have everything.
Parking is easy, the store is quiet, there are no vendors set up yet.
I have my list of things I need, I get it, get out, easy.
Idk, I’ve never felt the pull of ‘I MUST buy some new electronics’ when I walk by the tvs.
I don’t really understand the hate against ’consumption’ either. I’ve gotta eat and I’ve gotta shit, so I might as well go and by the cheap toilet paper and food. I don’t pay attention to all the other stuff.
I also refuse to go to Costco these days. Every once in a while my memory fades and I agree to accompany a family member or friend, and am quickly reminded why I should stick to Aldi.
They did have good paper towels this time, though.
I'll go there for another scavenger hunt soon enough.
Costco carries one or two options for a given thing, and are outright missing many things you might want. As nice as Costco is for buying things on a budget when you're going to use them up fully, I think it would be a bit of a challenge to make them your only grocery source. Doable as a sort of self-imposed challenge, no problem, there's certainly enough for that, but you'd be missing a lot of things, and/or wasting money on huge quantities of things you won't use. The quality is generally pretty decent (I may have more brand loyalty for "Kirkland" than almost any other brand) but not necessarily the most premium options. If you are the type to even consider the specialty shop in the first place you're more likely to be unsatisfied by Costco than a grocery store.
There are still plenty of produce stands, bakeries, and butcher shops in the country. Most of what was driven out of business were small bodega-style corner stores.
And note how the modern Democratic Party - the originators of that law back in 1936 - utterly failed to give a crap about the issue.
We live in a small apartment. We drive a small car. The pantry has a good amount of dry bulk & canned food, but we largely shop one week at a time.
Sure, we could "lock in" on two or three foods, buy weeks worth of them at a time, and save some money. But like most people we like a bit of verity. It's just not possible to buy such massive quantities of things with nowhere to store them.
What I want is an anti-costco. More like a bodega. Still curated, maybe a larger mark-up, but smaller quantities of everything. Half loaves of bread, small bags of frozen veg, enough sugar or flour to bake just a couple batches.
Anecdotally I feel like a lot of TJ's shoppers shift into Costco shoppers as they age up.
I go to Costco once every three months or so and buy paper towels, detergent, and other consumables that have long shelf lives. I don't feel drawn to it; it's just the warehouse for boring items to buy in bulk. Their hot dog is OK. But a lifestyle? No.
We're a bit odd though. Highly budget conscious, 4 kidsto feed (including 2 teenagers), and European tastes in food.
Costco really incentivizes shopping in bulk, from the huge value-pack sized portions to the focus on frozen & dry goods to the super-sized carts to the anxiety-inducing shopping experience. My wife and I shoot to go no more than once a quarter, just because it's a hassle.
We found our habits (and need for Costco) changed dramatically once we moved into a home and could now put in a chest freezer and pile toilet paper rolls in a corner.
Maybe savings are that large if you're comparing against regular prices at retailers, but if you wait for sales, they're as cheap, if not cheaper than Costco.
I heard you can also get someone with a membership to buy you a gift card, and use the reloadable gift card for continued access. (Or buy one for yourself and then cancel your membership.)
We'd go in and walk the store - the whole store - aisle by aisle.
If I saw something like a 2-pound bag of tortellini, but thought two pounds was too big a quantity for me, I'd ask, "does anybody want to split two pounds or tortellini?" One might say yes, so we'd throw the tortellini in the shopping cart.
At the end, one person (the membership holder) would pay, and we'd divvy up the result of our haul into reusable containers, in the parking lot. One of us would then take point on itemizing the receipt, and we'd pay back the person with the membership.
In hindsight, I think we did this more to socialize than to save money, but we definitely did save money. Even as a single apartment-dweller, I bought my fair share of 24-packs of yogurt and 5-pound bags of frozen vegetables.
This was my introduction to collective buying and at the same time the fact there's a bigger world out there than where one lives.
After college, I only had one roommate and Costco didn't work as well. The quantities for certain things are just a bit much. Buying 36 eggs for 4 adults made sense. Buying 36 eggs for 2 adults... not so much. I ended up going to Costco for toilet paper and gas, and that's it.
To this day, I'm still the "spouse" on one of those college roommates' costco memberships, LOL.
This is becoming even harder to achieve nowadays, there is all this variety in size of products and more and more over the years(at least in the midwest) it seems that grocery stores want to take the small product and apply minimums to deals.
there will be an 8oz offering and a 14 oz offering, the 8 oz will be on sale but only if you buy at least 2 or 3, its incredibly frustrating.
It has incidentally made my junk food habits better though, If i see 2 for 5$ for a package of cookies with no minimum purchase, I'll likely grab a box. As soon as they apply that minimum, i am gonna be thinking "do i really wanna eat all those cookies?" instead i end up with 0.
Have you tested this by buying just one, and checking the price on the receipt?
I ask because someone once told me this was illegal in the US; that a shop was allowed to display the sale price only for a larger quantity, but they had to honor the same price per unit if you only bought one. (I think we were discussing produce at the time, in case that matters.) I've long wondered if that was true or just an urban legend.
I get my dogs seizure meds there and they're about $10 a month but at a regular pharmacy they'd be $300+.
The shoppers there might still be the same costco members though :)
Shopping like you're talking about (small quantities of everything) will easily double your grocery spending, and I don't know why you would do it unless there's something about the experience you really like. If that's what you want, the chain that comes to mind is Fresh Market if you're in the eastern US, or just a local market.
(I love the Shatner version, sorry!)
I don't know why but I had to start it somewhere
So it started there
If the writer wants to make it anything more than that... They are a bit too obsessed with self-image vs wasting money and, dare I say, a loser for judging others over something as classist as personal finances. Feels like the write-up is just a statement piece meant to either rattle people for engagement or make the writer feel more hip than they actually are.
Careful - even Gen-Z is looking at Kirkland clothing for certain pieces, and some furniture (like the Murphy bed I bought from them) is better when it's bland and greige
But they're like the gas and food at Costco - reliable in quality and comparatively well-priced. I'd buy clothes from other places if I knew where they were. Online shopping is a crapshoot and I mean that (almost) literally: they shoot crap into your mailbox. Department stores and clothes stores at the mall are overpriced for average quality. Ditto for IRL furniture stores.
Yes. Happily.
Costco pledges (I have no idea if its true) that they offer goods at cost, no markup, and their profits (net income ? this is where it gets fuzzy) are simply the membership fees. In fact, I think there's a lawsuit from a Costco purchaser to get back some tariffs if Costco gets refunded tariffs.
So the idea is premium groceries (and homegoods, and tires, and pharma, etc) with zero retail markup.
Its a compelling idea, and it works because it actually seems to work. What you write is "priced well comparatively" is (according to the legend) the wholesale pricing at the quantities offered (again, I'm not sure about spoilage and some of the other details)
which is fitting since the author used the phase "cheugy" unironically.
> Revenue from membership fees accounts for the majority of the company's profits, accounting for over 72% of the company's net operating income in fiscal years 2022 and 2023, and 65.5% in fiscal year 2024.[115][a]
Comparing one revenue line to total net profit is a category error: the numerator and denominator measure different things.
In FY2024, Costco did $249.6B in net sales and collected $4.8B in membership fees. Gross margin on product sales was about $25B. That $25B is 5x the membership fee revenue. So, even if you consider membership fees as being free money, membership fees are only 16% of gross margin.
Moreover, without those product sales, the membership would be worth zero and no one would buy it.
In their 2025 filing, gross margin on merchandise was $30B, but SG&A cost $25B (with membership fees at $5.3B).
Note that $2.6B of those membership fees will go back to members as membership rewards, which is interesting too.
¯\_(ツ)_/¯
Feel free to click "edit" and fix it: that's kind of the whole point of Wikipedia. :)
But also remember regular members don't get cash back. The ratio is about 50/50. So about 40 million people pay for membership and don't get cash back.
In a Costco, we are all equal. I could be shopping for the same set of beige slacks right next to the CEO of a multi-million dollar company and never know it. We'll own the same Waterpik. Identical towels. Our lawn furniture will look the same.
Everything is purchased at a fair price. And we know it's a fair price because it's Costco. The workers are happy because they are given a fair wage and respect by an executive team that doesn't think they're better than them.
Yes, you have to admit to yourself that a certain part of shopping at Costco is rejecting iconoclasm. You must be okay being part of a crowd. But the other side of that - are you able to surrender? Can you deny yourself when you find something that is legitimately good? Must you be different to the point of self-detrimental?
So yes, I will go to a store that has better olive oil or coffee or oranges. But how can you not love Costco?
I got my law degree there!
I like money.
- fighting for space everywhere: fighting for a parking lot, avoiding people seeming to ram you with their shopping cart, waiting for the extended family of seven in front of you to pick a cereal so you can leave the aisle, waiting for traffic to clear so you can _leave_ the costco
- you have to pay to get in
- and then you have to pay extra to jump to the head of the line
- fights over rare stock like pokemon cards
The membership is the whole reason they can offer the deals they do.
What it buys for me is, "not Walmart People". Totally worth the investment.
I know what you're thinking, but if a Costco membership is elitism, then fine you can call me elitist. Along with apparently 30% of the American population over the age of 18. We're the big bad 30-percenters, I guess.
Costco bakery muffins are HUGE. If they're smaller now than they used to be, I'd argue maybe that's a good thing.
> They’re always in far-off places
My Costco is only about 1 1/2 miles away. Literally walked there for lunch once.
> the building, an aircraft hangar–size warehouse spectacle operated very much in line with casino design: a place with no outside source of light
Odd, the author mentions living in Portland, and every Costco in the Portland metro area has skylights.
That's yet another thinly disguised case of punching down: the author wants you to know that they are not the type of person who lives close to a Costco, typically in the suburbs. This author's attitude is so tiresome.
- No aisle signs or labels anywhere. I understand the retail strategy here but the lack of efficiency in MY experience kills me. Clearly they can't move the bakery, or meat department. But after ~5 visits I still have no idea where some basic products can be found.
- Who is buying a kayak, or shed while shopping for groceries?
- I continually make the mistake of going during the weekend when it is the most packed store on Earth. There were no less than 3 Cybertrucks in the parking lot.
I don't have the "must-buy" item yet, but every time I go, I feel like I need to take a nap after.
And the worst part is, I regret it. We need a greenhouse now and greenhouse prices are through the roof! I can't afford NOT to impulse buy a greenhouse at Costco 18 months ago now! I'll never make that mistake again.
What are you having trouble finding, out of curiosity? In my Costco everything is pretty much in the same general area. They might move stuff a little bit, but it's pretty consistent.
> Who is buying a kayak, or shed while shopping for groceries?
I see this as separate trips for the larger items. Nobody is buying appliances either when you buy meat or paper towels. Also, Costco never fully replaces a full grocery store in my experience. You just don't need things in the sizes they sell them for many goods. Certain foodstuffs are really designed for restaurants and not people. Like, who is buying the 40 lb bags of flour besides people VERY into baking or restaurants?
For things that are acceptable, it’s usually hard to beat Costco. You have to give up variety, possibly brand choice, and maybe even buy more than you’ll use, but it works out to be significantly cheaper. There are categories, however, where Costco is never the cheapest (soft drinks) or where the commodity store brand is significantly worse than alternatives (batteries).
I saw someone leaving buc-ees at 10:30pm who just purchased a huge fire pit and was franticly trying to jam it in the back of a large chevy. I can only imagine they went for stacks due to the poor planning
Sent me to the shelf, but one has to appreciate the word choice. Evokes the peanut oil spilling everywhere, the reach for geologic terminology captures the lithic aspects of the peanut butter underneath.
I want to live like Costco people because apparently they don't work in the middle of the day!
I think the same thing when a majority of businesses are primarily open 9-5 when they are consumer facing. I have to assume most consumers need hours on evenings and weekends, but I guess it all works out.
I suppose a decent number of people work on the weekend have have varying days off during the week and there are those who don't work for one reason or another (retirees, people with disabilities, single-income homes with more than a single person, vacation days, etc). I guess that all adds up.
The return policy also takes away a lot of concern. If you don't like it you can easily just take it back without any hassle.
Eating a hot dog and a slice, or two slices, and I won't be hungry...for an hour or two.
...I need to get a doctor and ask about a GLP-1.
In big adventure RPG games there’s always some kind of shop in every new area that is the same inside everywhere that you can reliably go to for whatever gear you need, to heal, to save your game, whatever. Costco is that but in real life.
I don't feel the need to demonstrate my unique personality through where I buy groceries.
Unfortunately, it sounds like the article's author is only on their first step of this realization.
—Death Cab for Cutie
I cannot recommend Kirkland Natural Creamy Peanut Butter highly enough. Ingredients: 100% roasted Valencia peanuts. Sold as a package of two 1kg jars.
My biggest complaint has always been the enormous size of perishable items. Yes, you can buy a 10 lb bag of apples for much less than other stores; but does it really save you if almost half of it goes bad before you eat it all.
Even when my four always-hungry children lived at home, we had trouble consuming many things we bought. I always thought that Costco would make a killing if they broke up their fruit bags and assembled assorted fruit baskets to sell. Buy 10 lbs, but get it as a mix of apples, oranges, grapes, and lemons.
Also cut their chocolate cakes in half. They would sell more than twice as many.
"every Costco shopper has a certain item or two they’re compelled to purchase on each visit"
Organic, single-serving guacamole and Magic Spoon cereal for me.
My toddler is obsessed with their mammoth two dollar slices of cheese pizza and talks constantly about wanting to go to Costco to have pizza with his little bestie.
They've made some deliberate decisions to make it family friendly:
1. The aisles are wide so the whole family can walk through the store together.
2. The kids love free samples
3. The food court is a great place to have an inexepensive dinner.
4. The store is designed so there's nothing really to grab at ground level if you're a little kid. Everything is up higher.
Contrast this with a standard grocery store: small aisles and tons of little things on the shelf at ground level (including random toys) that can get grabbed or knocked over. Every time I take my family to Albertsons I have to pick a dozen things off the ground that we accidentally knocked off.
You can pry the 2-lb bags of Mayorga Cafe Cubano dark roast coffee from my cold, dead hands.
I have a large family, so we buy almost everything at Costco.
When I was kid I was so mortified when my parents suggested to buy clothes at Costco.
Now I think half my clothes come from Costco.
Whole Foods: eye-bogglingly expensive (and no, I don't think it always was)
Wegmans: substantially more expensive than a few years ago, and a noticeable decline in produce quality
Trader Joes: incredible value on many prepared foods, but not the best source for staples like rice or paper products.
Costco is not inflation-proof by any means but they have pretty much 0 margins and they're reliably the best value on just about whatever they sell. The selection can be limited in some ways compared to a supermarket, and they can be a bad place to be health conscious (as it can be hard to resist massive containers of ultra cheap and delicious treats of various kinds) or to try to try to be an ethical consumer (and please spare me the HN cynical line on this, I get it, I have no real agency and I'm pathetically guilt-ridden): I've read bad things about their meat sourcing, they rarely have coffee with bona fides like fair trade or shade grown, I see controversial products like bird's nest soup, etc.
https://www.costco.com/p/-/kirkland-signature-organic-ethiop...
https://www.costco.com/p/-/mayorga-buenos-das-usda-organic-l...
I have no idea why do they not sell these(light roast) ones in warehouses.
Agree their prices have gone up in general though.
IMO H-Mart is the safest bet in the Boston area for high quality produce (outside of farmers markets, natch)
As a household of 1, it just doesn't make sense to buy that much of most things, unless I'm sure they're almost entirely non-perishable. Maybe it would be fine for my cereal or something, but not a lot of what I buy. And, by design, they limit their SKUs a fair amount.
So ultimately I end up in a situation where I can buy a couple things at Costco, but then still need to do regular grocery trips.
Now I need to drive to 2 separate stores, which is extra trips there and back.
The math just didn't work out. If I could truly do 100% of my grocery shopping there I would.
For some reason my wife likes taking more time there than other places we shop for food, and I get anxious to get it over with. You can bet most of the times I wander off to get things off our list that she's herself wandered off, and the Costco we go to doesn't have good cell coverage. So I then end up both anxious about spending all day shopping, and annoyed that I can't find my wife.
I am sure I'm not the only one. I try to go alone, or stay in the car this happens so often.
When she is encumbered with navigating the cart, it's quite easy to stay nearby as all her movements have to be more considered. This also generally restricts her to the same lumbering speed as all the other carts in the store.
I don't know what Costco parking lots in the PNW are like but in the NE, they're a nightmare. People racing around, lining up and jockeying for spots, enormous carts careening around and being left ... wherever because people can't be bothered to put them back. My family has a membership but I permanently opted out after one trip to the Danbury, CT location.
> otherwise you are rarely confronted by the staff here, and I like that.
That is, until they try to stop you from leaving the store with your property until you show them a receipt.
I live near, and commute by, one of the PNW Costcos in the PDX area the author explicitly references. I can confirm that just the mere sight of the parking lot, at all hours, has been the primary factor in my refusing to get a membership. Plenty of friends and family I trust love Costco, and I'm sure they're right and that I'd find lots to appreciate, but that damn parking lot madness is such a hump for me to get over.
FWIW, I'm referring to the Beaverton Costco right next to Nike.
The accountholder is required to show it, It is in Costco's terms and conditions.
But yes, you can buy many different items there. Many come in large packages. The public can be found there shopping too. You are not required to purchase every item. Welcome to the 90s and holy shit thanks for the journalism.
I let my Costco membership lapse because it's cheaper, healthier and more pleasant to buy 1) small quantities, of 2) fresh foods, in a 3) nice store, that is preferably 4) nearby, and 5) quietly forget to buy all the other crap you don't need.
Niles: I've already secured six cases! They're over there, just between the Kirkland Signature Leaf Blowers and the 5 pound bags of "Kickin' Queso Jalapeño Poppers"!
Martin: Oh I LOVE those, where?
(1)https://boardwalkpuzzles.com/products/costco-treasure-hunt-1...
> Contrapuntal to the list of things we must buy on each visit, there is perhaps a more controversial list.
That's... a very strange application of the word. I’ve only ever seen it used in the context of baroque music, interchangeable with the idea of counterpoint referring to independent melodic lines in a piece, such as you would see in Bach’s The Well-Tempered Clavier. Using it here feels forced and out of place.
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I can't imagine you could buy a pie of that shit to take home.
I happily pay more at places like Publix to -not- have to do that.
Also, this may be my own bias coloring my perception but there was a palpable undertone among some of the shoppers of “at least we’re not Walmart customers”.
I’m sure quite a few Costco members enjoy the treasure hunt model they offer but I’d much rather have an option to order online and go pick up what I need or, failing that, labeled aisles.
To Costco’s credit, though, they refunded my membership fee in full as soon as I asked to cancel. And their return policy the one time I had to use it was exceptional as well. It’s a shame the rest of the experience has to be such a sensory overload.
Whoever told you to go at noon on a weekday was pulling your leg. That's when all the peeps with jobs go to shop and get a quick lunch on their lunch break. It's always packed then.
At open on a weekday is usually pretty good, but 30 minutes after open might be better (if you've got the executive membership with an exclusive hour, then be sure to go then). Never go on the weekend, unless maybe 30 minutes before closing, if you know what you want and where it is. Or you can probably go during the super bowl, but not before or after. Double don't go on the weekend before a weekday holiday.
Publix' pricing is obscene though.
I love Wegmans for most groceries but their checkouts seem to be getting worse.
Notice how almost no one goes to Costco alone, and contrast it with the supermarket, where most people now go alone.
Costco is a theme park. So is Ikea.
They were talking about how they were admiring all the services offered to members, and said they considered buying a cruise vacation package, but then immediately realized “we’d just be on the ship with people from Costco”
-- this is me. I am seen.
If I'm grabbing an item or two and they haven't been moved I can be in and out in under 10 minutes.
Lethbridge AB, some of these other ones sound like an adventure.
Back in the Pepsi days there were always free cups around from people that didn't like Pepsi. Now - nada.
Stay repeat indulge enjoy
Because simply asking to see what it sells requires me to subscribe upfront.
It's not like I cannot buy without a membership card; that is perfectly understandable. But I cannot even see what's sold inside, which prevents me from knowing if I actually want to become a member. They do have a "catalogue" of sorts... showing the prices of about 30 products or so. That's all. And the website describing the general aisles, with a few pictures.
So, they want me to subscribe to something before I can even see what they have to offer? What the heck is with that?
On the other hand, you can just walk straight to the food court and buy pizza, soda, and cookies, without being a member.
Is this how things work in the US as well? If so, how is that justified?
Much of my wardrobe is from CostCo, effective suburban camouflage as well as being fine as clothes.
I can't think of another clothing retailer that has garments right there in front of you that you can touch and hold up to your body, the experience is far superior to just looking at photos.
Alternatively elsewhere, small shops, many locally owned, butchers, vendors convenience stores replace the existence of 'costco'
In these facts, I dont know if its necessarily a bad thing, but there is something empty, soulless and anti social about it.
Maybe a few grape tomatoes for thought between the world salad of this article, "cognitive pattern. It is a jarring thoughtscape, remarkably compelling and nondiscursive and utterly hard to shake." - That is what the author too is getting at?
Or you just order from Costco as one more store on Instacart or similar, and don't make it part of your identity.
I have memories of a Costco similar to the author's, but I have no desire to ever go to a store again if I can help it.
Guys. Its a supermarket with a monthly fee. Based on your monthly expenses it might or might not be worthwhile to shop there. That's about all the philosophizing there is about it.
If what food you buy is "brands", it's shit to begin with. Just that some of it is more expensive shit.
If you want to be uppity about it, buy mostly local, fresh produce and meats, not packaged brands, as much as you can.
> And this is where we wait together, regardless of our age, our carts stocked with brightly colored goods. A slowly moving line, satisfying, giving us time to glance at the tabloids in the racks. Everything we need that is not food or love is here in the tabloid racks. The tales of the supernatural and the extraterrestrial. The miracle vitamins, the cures for cancer, the remedies for obesity. The cults of the famous and the dead.
It’s not out of snobbishness, their quality is excellent at excellent prices.
My problem is that I find I spend more at Costco than at conventional grocery stores like Trader Joe’s.
The paradox is, it’s cheaper, but I spend more. I buy things I wouldn’t normally buy, and ant higher quantities. Even worse, I somehow eat it all quite quickly.
I spend more and eat more when I shop at Costco.
Unfortunately that’s neither healthy for my wallet nor for my waistline.
I buy 95% of my food and most of my household items from Costco. I will blindly buy any item without reading reviews. Out of thousands of purchases I can count the failures on one hand.
Many ridicule Costco for being excessive. But frugal buyers can produce great value out of 25 lbs of flour, 10 lb bags of rice and so on. With proper home economics you can still eat like a king on a lower-middle-class budget. I'm very proud of the nutritious and luxurious meals I produce with what most people are paying for Doritos & Mountain Dew.
I will never live out of reach of a Costco. It's the second most important factor when I live somewhere.
Look at Richie Rich paying $200 plus prorated membership for his subsidence calories (in white rice, no less, which is a premium starch in some Asian countries)…
Is it just for like catering companies or families of 20 where the bigger size is kind of helpful?
They do some nice discounts on Macs online though (can't say I'm a fan of their customer service either though based on my experience returning a Macbook)
These past 2 years it has gotten significantly worse. Too crowded. Too many people who have no common decency of not blocking the lane. And way way way too many instacart delivery people FLOORING IT to get their next item pickup and leave. Looking at their phone and bumping into people/stuff. I don't like the vibes.
The one cool thing they have now is the 9am executive hours where you can go in earlier than normal. That feels more like the costco of 2016 to me.
Their staff felt a bit cultish, but they were always pretty friendly and helpful so from a customer perspective it was nice.
I tried Costco once and everything was too big. By the time we got to the end of anything we were absolutely sick of it.
There are no Costco people. There are no Whole Foods people. There are no Gus’s people. In San Francisco, I live a block from Whole Foods, a block from Safeway and a block past that is Gus’s. Costco is six blocks away. We go to all of these places at various times. My gym is near Gus’s. Whole Foods has the biggest selection. Safeway has Envy apples. Costco is where we get the base load of stuff when we do weekly shopping.
As commentary on consumerism has filtered down from philosophy to the masses it really has become incredibly middle-brow. Copy-paste opinions about shopping substitute for any intellectual examination of food availability. Like LLM text the language is sound but the ideas are incredibly shallow shadows of the ultimate concept.
It really brings home the idea that if you can’t appreciate living in an era of abundance where fruit of high quality is available throughout the year and it has been bred to high perfection and eggs, milk, and rice are practically costless compared to the past, that perhaps there is nothing that can bring you joy. All the “this is late stage capitalism where you consume consume consume without thought and reason” takes have the shape of meaning but carry nothing. They’re some kind of cargo cult mimicry of some concept.
We have solved food. Costco is the solved form. $2.99/lb of chicken.
I think where you shop and what kind of products you buy says a lot about you. For example - I have two friend groups that sometimes meet up for drinks. One group drinks craft beer, fancy wine, etc. The other drinks relatively inexpensive beers and chu-hi. The experience in the two groups is completely different - everything from the conversation topics, manners, ideals, hobbies, how much people drink and for how long, etc. In both groups I have seen someone mention that they shop at a certain store, and elicit surprise from the other group members.
> In San Francisco, I live a block from Whole Foods, a block from Safeway and a block past that is Gus’s. Costco is six blocks away. We go to all of these places at various times. My gym is near Gus’s. Whole Foods has the biggest selection. Safeway has Envy apples. Costco is where we get the base load of stuff when we do weekly shopping.
I actually think this says quite a bit more about you than you may think. I can probably guess which way you vote, for instance, and where you stand on a range of social issues. I can probably guess how much income you earn, and whether you have a college degree. I may be wrong - we're dealing with probabilities after all - but demographics are real.
"Something about the whole thing always registered to me as, like, lame—too normcore, too boring, perhaps even too cheugy to an informed and taste-driven millennial ur-consumer like me." -> What even is this? Get over yourself.
Remember that the CEO of Costco wears his name tag to work, and eats the Costco hotdog like everyone else. I'd buy that for a dollar!
Aesthetically-minded hipster writes a think piece on reluctantly aging out of high school fears of being "uncool," finally grows up and has a family, but 15 years too late.
Discovers the concept of economies of scale and also that families in the center of the country who spend their weekends at Costco instead of marching at pride events might not be nazis after all...and actually it's kind of convenient to go to a big warehouse full of curated bulk items and buy shit when you have kids.
I imagine its exactly the type of thing boomer hippies (the hipsters of their generation) wrote about in the 80s/90s after they realized dropping acid in nudist drum circles gets old after a while and that communes don't actually work. Just rewrite the title to "I want to live like Kmart people," and voila, you've got a New Yorker thinkpiece from 1986.
