Young Canadians are joining Costco in record numbers, drawn by viral trends, bulk savings, and iconic $1.50 food court deals.
Millennials and Gen Z Embrace Bulk Shopping
Costco Canada is attracting a younger crowd, with nearly half of new member signups coming from shoppers under 40, according to the wholesaler’s recent earnings report. Students and young professionals are increasingly seeking bulk deals, trending products, and social media-inspired items.
Karen Kuo, a former Western University student, remembers monthly trips to Costco with her roommates to stock up on essentials and viral snacks. “Grocery shopping is just a very standard part of a weekly routine, but Costco makes it fun and interesting,” she said.
Deals Drive Visits Amid Rising Living Costs
Young Canadians are facing mounting financial pressures. Research from Dalhousie University’s Agri-Food Analytics Lab found that roughly 40 per cent of Gen Z rely on savings or borrowed funds to buy food, compared with 20 per cent of baby boomers. Similarly, a Restaurants Canada survey showed 81 per cent of 18-to-34-year-olds are dining out less due to inflation, higher than the national average of 75 per cent.
Costco offers tangible savings. Kuo said items like protein powder and coffee cost about two-thirds of the price found at other stores, making regular visits a practical choice for budgeting households.
Retail Strategy Meets Student Loyalty
Food economist Mike von Massow of the University of Guelph noted that retailers like Costco are strategically courting younger shoppers. “Getting a young person, particularly a student, may be a good investment,” he said, citing initiatives such as on-campus recruitment tents. Group living situations among students make bulk purchasing even more economical.
Costco’s food court continues to draw younger customers with iconic bargains, like the $1.50 hotdog and soda combo, a price that has remained unchanged since the 1980s.
Social Media Hype Fuels Popularity
Beyond savings, social media is amplifying Costco’s appeal. Influencers like Calgary’s Tina Chow, who runs @costcoloverscanada on TikTok with over 178,000 followers, highlight trending items, from Dubai chocolates to Korean beauty products and activewear “dupes.”
Content creators, including Kuo, regularly share store hauls, attracting a younger audience eager to replicate viral finds. The resulting online buzz helps Costco maintain a dedicated following despite challenges in Canada’s broader retail sector.
Cult Following and Retail Resilience
Costco’s ability to respond to online trends has cultivated a “cult following,” according to Craig Patterson, founder of Retail Insider. Even as other retailers like Nordstrom and Hudson’s Bay struggle or exit the Canadian market, Costco’s mix of savings, trend-driven products, and engaging shopping experiences continues to draw younger Canadians.
With nearly half of new members under 40, Costco’s appeal among Millennials and Gen Z is reshaping the wholesale shopping landscape in Canada.
