The trend: Costco is gaining market share across nearly all categories it operates in, as shoppers respond to its combination of value, quality, and newness, CFO Gary Millerchip said on the retailer’s most recent earnings call.
- Global comparable sales increased 6.4% YoY for the quarter ended November 23, beating expectations for a 6% rise. Roughly half the growth was fueled by higher traffic, while the rest came from an increase in average ticket.
- Ecommerce comparable sales spiked 20.5%, with strength in categories like gold and jewelry, tires, and small electrics. The retailer generated a record $250 million in online nonfood orders on Black Friday.
Zoom out: Costco’s ability to pick up traffic and gain share is unsurprising given rising cost-of-living pressures.
- Affordability concerns are top of mind. Most consumers report paying more for necessities like groceries (87%) and electricity (69%), according to a December AP-NORC poll. Those concerns are spilling over into holiday spending, with 63% reporting higher-than-usual prices for gifts.
- Consumers across the income spectrum are searching for value. While lower- and middle-income consumers are feeling the greatest strain as incomes fail to keep pace with inflation, even affluent shoppers are looking for ways to manage their spending. Costco’s executive members—who pay twice the price of an entry-level membership but receive perks like a 2% rebate and extended shopping hours—accounted for nearly three-quarters of its sales during the quarter, a slight increase from the previous period.
Implications for retailers: Costco is one of many retailers benefiting from both consumers’ search for value and the K-shaped economy. Like Walmart and Dollar General, the company is well positioned to outperform this holiday season as shoppers cut gift budgets and prioritize necessities. Costco’s results point to a retail environment in which share gains are driven by traffic, value, and loyalty, one that does not bode well for chains that lack pricing credibility or differentiation.