As more aspects of daily life transition online, people are discovering unexpected opportunities for in-person connections—specifically in the aisles and food courts of local Costco stores.
This membership-based warehouse club—famous for its bulk groceries and extensive home supplies—has become a place where individuals socialize, forge friendships, and even ignite or rekindle romantic relationships. It’s not just about shopping; it’s about community.
Costco is being labeled a “third place” by sociologists—a communal hub for socialization outside traditional settings like home and work, as reported by USA Today.
“Costco has turned shopping into an experience, not just an errand,” noted Phil Lempert, a consumer analyst often referred to as “SupermarketGuru.” He explained that customers might enter looking for basic items, like paper towels, but walk away having enjoyed free samples and unexpectedly running into familiar faces. The secret to this engagement? Sampling.
Students from the University of California, Davis, such as Sharon Hwang, Katrina Le, and Steven Zhang, frequently organize trips to Costco—not just for groceries but for social meals at the food court, aiming for once or twice a quarter. Hwang shared that if a simple trip to Costco can lead to new friendships or a sense of connection, they’d consider that a win.
Social media personalities Analyse Talavera and Carmen Rene Smith have swapped pricey dinner outings for trips to Costco. Smith expressed that, particularly in today’s economy, they prefer to spend on meal prep at Costco followed by a $3 frozen yogurt instead of splurging on an expensive dinner.
“Costco creates a kind of retail ritual: the treasure hunt, the samples, the food court, the great deal you want to tell somebody about,” Lempert added.
More than 25 years after two military veterans met regularly at their local Costco in Brentwood, Tennessee, for weekly hot dogs, the “Camp Costco” group still thrives, now offering support to hundreds of service members across various generations. Paul Napoli, a Marine veteran involved with the group, mentioned that the camaraderie is genuine, as no one judges each other’s military backgrounds.
Interestingly, some couples view shopping at Costco as their form of date night, referring to it as “clubbing for married folks” or “the Kirkland Signature date night,” after Costco’s private label. It’s a way to bond while doing mundane tasks.
Costco also serves as a venue for romantic pursuits; anecdotal reports on Reddit indicate some couples have even chosen to tie the knot there. Lempert noted that the store can be an enjoyable place to explore, providing more than just groceries.
As the desire for meaningful experiences grows amid a backdrop of declining in-person interactions, it’s worth noting that Americans now average approximately 35 minutes of socializing per day—down from 45 minutes two decades prior. The Bureau of Labor Statistics reports that only about 30% of individuals engage in face-to-face conversations on any given day.
A 2023 advisory from the surgeon general revealed that about half of adults feel lonely, and the Survey Center on American Life found that 44% of people lack a local spot for regular gatherings.
In contrast, Costco’s loyal shoppers make an average of 31 visits to the warehouse annually, as per consumer analytics from Numerator. They turn the food court into a frequent destination, spending amounts comparable to major fast-food chains.
This membership-only model fosters community and belonging, according to Lempert. “Membership alters the shopping psychology—it imparts a sense of exclusivity,” he said. “You’re not just a customer; you’re part of a community. Costco’s membership card essentially becomes woven into the consumer’s identity.”
