Costco's Under-40 Members Grow Nearly 60%

Adult learners who use membership programs for digital tools should watch how these apps and personalized features develop.

Updated on Nov. 7, 2026 in Language Learning

Costco's Under-40 Members Grow Nearly 60%

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Do you trust big retailers to keep prices low as they change how they serve shoppers?

Costco reported that its under-40 member base has grown nearly 60% since Covid, and members under 40 now make up more than a quarter of its total membership. The retailer is investing in its app and website to engage these younger shoppers.

Why it matters

Younger members tend to start out spending less at Costco but grow into higher-spending members over time, so the shift affects how the warehouse club plans its membership experience. Changing membership demographics have led Costco to direct resources toward digital channels outside its warehouses.

Costco's under-40 membership has grown nearly 60% since Covid, and this group now accounts for more than a quarter of all members. Younger members typically start with lower spending and increase their purchases as they age into higher-spending membership.

The players

Costco

A large membership warehouse club chain that charges annual membership fees for access to bulk goods and services.

Kelly Tyko

A Costco member who uses the company's app to check in-store stock and track prices.

The details

Younger members generally sign up for Costco through digital devices, so the company communicates with them through its app and online experience. Costco has changed its digital member experience over the last year, and its new website offers more functionality than the prior version. The company also uses member information to provide personalized experiences and has invested in artificial intelligence, a topic it raises often on earnings calls.

Since Covid, Costco's under-40 member base has grown nearly 60%.
Over the last year, Costco made changes to its app and digital member experience.
On its fourth-quarter earnings call, the CEO explained how the member base composition has changed.

Education Landscape

Costco's membership shift toward younger shoppers mirrors the broader pattern of consumers adopting digital channels as their primary way to engage with a brand. For language learners and other adult students who buy through membership programs, the story is a reminder that such programs increasingly run on apps and personalized digital experiences.

If you are an adult learner who pays for language courses or study tools through a membership program, check whether your provider's app and digital tools offer the features you rely on. Ask your school or course provider which digital resources are included and how they track your progress.

The takeaway

Costco's membership is getting younger, and the company is rebuilding its digital experience to match. Adult learners comparing membership perks or digital study tools should look at the app and online features as closely as the in-store offer.