Even with its 848 warehouses, 120.9 million cardholding members, and reputation for selling in bulk, Costco doesn’t hold a monopoly, as its competitor Sam’s Club has 600 locations. While there may be some division over which store shoppers prefer, Costco has one demographic covered — younger shoppers, all thanks to social media.

Costco has developed a large social media fanbase, particularly on TikTok, where seven out of 10 reported users fell between the ages of 18 and 19 years old. The tag #costco has 7.8 billion views, and CNBC reported that the average Costco shopper is younger and tends to have a higher income than the average Sam's Club shopper.

In August 2022, Entrepreneur reported that TikTok went crazy for big-name brands that could be found at Costco, and an entire account, @costcocouture, was created for these finds. Moreover, TikTok has a massive #beautytips following, and Costco doesn’t disappoint in that department, with one post of its Beauty Blender dupe garnering nearly 80,000 likes.