Why We Built This Survey
Many research providers conduct club member surveys, but most deliver data-heavy reports that reinforce what brands and retailers already know without translating findings into actionable implications.
Our Harvest Group Consulting team set out to do something different. We wanted to evaluate how current investments from Costco and Sam’s Club, particularly in digital, value, and assortment, are resonating with members. We also wanted to quantify true shopper overlap across clubs and other retailers, and clarify what members genuinely prioritize versus what the industry assumes.
“I’ve seen a lot of club member surveys over the years, and many reinforce what we already believe. We set out to challenge those assumptions. One big one is that Costco and Sam’s Club serve largely distinct shoppers. What we found was a much more overlapping reality. Almost 1 in 4 have both a Costco and Sam’s Club membership and nearly all club members are also shopping Amazon. These types of insights can really impress buyers and merchants, and help brands make their case to the clubs.”
– Jackie Lewis, Harvest Group Market Intelligence Lead
Survey at a Glance
This study is based on a 10-minute quantitative survey conducted in Q1 2026 with 500 U.S. club members.
- 250 Costco members
- 250 Sam’s Club members
- 148 consumers who hold memberships at both clubs, and 35 BJ’s members
Significant differences by age, income, and region are called out throughout the report.
What’s in the Report
- 3 Key Learnings | Membership overlap, digital engagement, and better-for-you perceptions
- 5 Supplier Recommendations | Actionable strategies for brands competing in the club channel
- Detailed Data & Breakouts | Charts and analysis by club, household type, generation, income, and region
Download the complete 2026 Club Member Survey:
This research was supported by our broader Harvest Group Costco and Sam’s Club teams, along with Harvest Group Consulting, which is focused on helping translate insights like these into practical, retailer-specific actions.
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