The news: Lower-than-typical gas prices are proving to be a powerful draw for Sam’s Club.

The Walmart-owned warehouse club has sold 12% more gallons of gasoline so far this May compared with last year, a sharp contrast to the 5% decline across the broader industry, Walmart CFO John David Rainey said on the company’s earnings call.

Why it matters: Rising gas prices—the national average is now $4.56, up $1.38 YoY, per AAA—are making consumers more deliberate about where and how they fill up.

That dynamic plays directly to Sam’s Club’s value positioning. Lower fuel prices are attracting more members, helping drive a 5.6% increase in membership revenues, supported by gains in member counts, renewal rates, and Plus memberships.

Members who fuel up at Sam’s Club tend to shop the store as well, spending 1.6 times more on other items than non-fuel members. That flywheel is helping lift overall traffic, which rose about 6% YoY in Q1.

At the same time, consumer pressure is shaping behavior inside the club. Transactions increased 6.2%, but average ticket declined 2.2%, reflecting more frequent visits but more selective spending.

Implications for retailers and marketers: The more consumers feel squeezed, the more likely they are to adjust their shopping habits. That creates a clear opportunity for Sam’s Club and other value-oriented retailers to expand their customer base and build lasting ties.

The warehouse club is leaning into that opportunity by expanding its member value proposition. It recently launched an enhanced tier of its Express delivery service, offering delivery in as little as an hour—a convenience play that should appeal to shoppers who need specific items but can’t make it to the club.

Earlier this year, Sam’s Club also announced that nearly all of its Member’s Mark food and beverage products now meet its “Made Without” standards, meaning they are free of 40 ingredients, including synthetic colors, artificial flavors, aspartame, and high-fructose corn syrup. That move helps position Member’s Mark as a quality, trust-based brand—not just a lower-cost alternative—which can make membership stickier, support pricing power, and strengthen long-term loyalty.

By focusing on savings, convenience, and quality, Sam’s Club is leaning into value, which should help it deepen customer relationships and position itself for long-term growth.

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