Revealed: The Key Characteristics of Costco’s Average Customer

Costco’s reputation for bulk buying and unbeatable savings has made it a staple in households worldwide. The warehouse retailer’s unique shopping experience, complete with membership-only access and a treasure hunt-style layout, has earned the loyalty of over 127 million customers globally. But who, exactly, is Costco’s typical shopper, and what keeps them coming back for more?

In this article, we’ll take a closer look at the demographics, shopping habits, and motivations behind the average Costco customer.

Costco’s Business Model and Membership

At the heart of Costco’s business success is its membership-based model. Shoppers pay an annual membership fee to gain access to the warehouse, and those membership fees generate a significant revenue stream for the company—$4.6 billion annually.

The membership model also helps foster a sense of loyalty. About 90% of Costco members renew their membership annually, a testament to how much shoppers value their access to Costco’s deals and exclusive offerings.

Demographics of the Average Costco Shopper

So who, exactly, are the people flocking to Costco’s warehouses? According to recent data, 66% of Costco customers are Gen X (born 1965-1981) or Baby Boomers (born 1946-1964), and 61% are white. About half (46%) of shoppers are middle income (household income: between $40,000 and $125,000), while 36% are high income (household income: over $125,000).

Costco’s bulk buying options make it especially appealing to large families and those looking to save on everyday items.

Shopping Habits and Spending Patterns

Costco shoppers are known for their loyalty and tendency to make large purchases. Customers visit Costco about 30 times per year, spending an average of $100 to $150 per trip, depending on the data source. The allure of bulk buying is a big part of this—Costco’s massive product selection, often available in larger-than-usual quantities, encourages customers to stock up, leading to higher per-trip spending.

Costco’s mix of private-label (like its popular Kirkland Signature brand) and name-brand items attracts shoppers looking for high-quality products at discounted prices. Customers often spend more upfront to take advantage of lower unit prices, making Costco a favorite among budget-conscious consumers.

Psychographic Insights

Psychographics play a critical role in defining the typical Costco shopper. Costco shoppers are typically deal-conscious. They’re always on the lookout for high-quality products at a discount. Whether it’s premium brands or Costco’s own Kirkland Signature line, customers appreciate the value Costco provides.

The store’s “treasure hunt” layout is a key part of what keeps customers coming back. Many Costco customers enjoy browsing the aisles to uncover hidden gems, whether it’s a limited-time deal on a flat-screen TV or seasonal items. It’s a shopping experience that feels like a fun challenge—where customers are always on the hunt for the next great find. 

Another important factor: Costco shoppers are highly brand-conscious. While Kirkland Signature offers excellent value, customers still expect and often seek out well-known national brands. Costco strikes a balance by offering both, ensuring shoppers access quality across the board.

The Bottom Line

Whether you’re a longtime Costco regular or just starting to explore the warehouse, understanding the average Costco shopper reveals much about why this retailer has remained a dominant force for decades. Costco’s appeal goes beyond its prices—it’s also about quality. From the membership fees that build loyalty to the thrill of finding a great deal to the satisfaction of stocking up on essentials, Costco has built a winning formula that keeps customers returning for more.