Costco Draws Young Shoppers with Deals Trends and Social Buzz

Karen Kuo first started shopping at Costco while studying at Western University. She and her roommates made it a monthly outing, hunting for bulk deals and popular items they had seen online. The aisles were often full of other students with carts overflowing.

As a lifestyle content creator, Kuo shares her Costco trips online, and she says the comments are filled with young people eager to know about trending products or must-have snacks. “Grocery shopping is just a standard weekly routine, but Costco makes it fun and interesting,” Kuo said.

Young Membership on the Rise

Costco has noticed a shift in its membership base. In a recent report, the company revealed that nearly half of its new members are under 40. While online shopping has helped attract new customers, experts and shoppers say that social media hype and good deals are major factors drawing younger buyers.

Shopping for Savings

Even after graduating, Kuo continues to shop at Costco every couple of weeks. She buys pantry staples like protein powder and coffee, which cost about two-thirds of the price compared to other stores.

This is particularly important because young people are struggling with the cost of living. Research shows that about 40% of Gen Z use savings or borrowed money to buy food, compared to 20% of baby boomers. Another study found that while 75% of Canadians overall are dining out less due to rising costs, 81% of those aged 18 to 34 have cut back.

Food economist Mike von Massow notes that companies like Costco are aware of these struggles and are likely marketing directly to young consumers. Costco even set up a recruiting tent on its university campus recently.

Buying in Bulk

Students often live with multiple roommates, which makes buying family-sized products and splitting costs an effective way to save money. Costco’s food court also attracts bargain hunters with deals like the $1.50 hot dog and soda combo, a price that has remained unchanged since the 1980s.

Social Media and the Cult of Costco

Costco’s popularity goes beyond discounts. Social media has helped the store develop a devoted following. From the “Costco Guys,” who rate products with “boom” or “doom,” to people hosting Costco-themed birthday parties, online content celebrating the store is everywhere.

Canadian influencer Tina Chow, known as the “queen of Costco,” has over 178,000 followers on TikTok and runs a popular Facebook group dedicated to the store. Chow and Kuo both say social media hype around trendy items, like Dubai chocolate, Korean beauty products, and affordable activewear “dupes,” has driven young shoppers to Costco.

Building a Community

Experts agree that Costco’s ability to stock items that trend online has helped create a “cult following,” even as other major retailers have struggled in Canada. Social media has also turned shopping at Costco into a shared experience, making it feel like a community.

Chow explains, “It’s more than just a store—it’s a community on social media. If you feel connected, everyone wants to be a part of it.”