If you earn more than $125K and live in a city, you probably shop at Costco — not Sam's Club

Mar 15 2025 by Business Insider

 
Both warehouse chains are unsurprisingly popular in the suburbs, but Sam's Club is more popular among rural households and Costco has more strength with city dwellers.

Dominick Reuter/BI (Sam's Club); Gene Puskar/AP (Costco)

On the surface, Costco and Sam's Club have a lot of similarities.A deeper look reveals some notable differences between the two brands' customer profiles.For example, Numerator data indicates wealthy urban shoppers are more likely to be members of Costco than Sam's Club.

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