This article was originally published on Crafting Your Home. A human contributor also wrote and edited the post.
A new Gov analysis found that Costco is the most commonly named primary grocery retailer among Americans earning at least $150,000 a year. Eleven percent of higher-income respondents said the warehouse chain is where they do most of their grocery shopping, more than double the 5% recorded among middle- and lower-income consumers.
That result may appear surprising. Costco is best known for oversized packages, crowded carts, and savings on everything from rotisserie chickens to paper towels. It is not usually presented as an exclusive destination for affluent shoppers.
However, the findings highlight an important truth about consumer behavior. People do not necessarily stop caring about value when their incomes rise. They may simply gain more freedom to save in ways that require greater upfront spending.
Costco Beats Kroger and Walmart Among Higher-Income Shoppers
YouGov defined higher-income Americans as those earning more than 200% of the median income, which the Food & Wine report placed at approximately $150,000 annually. This group represents about 10% of the adult population included in the research.
Costco finished first among these consumers, with 11% naming it as their main grocery destination. Kroger followed closely at 10%, while Walmart Supercenter took third place with 8%.
Aldi attracted 6% of higher-income shoppers, followed by Trader Joe’s at 5%. Safeway, Publix, H-E-B, and traditional Walmart stores each received 4%. Another 14% selected a retailer outside the named options.
The picture looked very different among middle- and lower-income Americans. Walmart Supercenter dominated that group, with 20% identifying it as the place where they do most of their grocery shopping. Another 12% selected regular Walmart stores, while 10% chose Kroger.
It is important to be precise about what the survey measured. Respondents were identifying the supermarket where they conduct most of their grocery shopping. They were not necessarily naming their favorite retailer or saying that they shop exclusively at one location.
Still, Costco’s lead among high earners is notable because higher disposable income gives shoppers a much wider range of options. seholds could choose premium supermarkets, specialty food stores, or frequent restaurant meals. Yet a significant portion continues to make a membership warehouse its primary grocery stop.
Why Costco’s Bulk Model May Appeal to Wealthier Households
YouGov’s report establishes the shopping pattern, but it does not directly ask respondents why they prefer Costco. Any explanation must therefore be treated as an interpretation rather than a confirmed conclusion.
One likely factor is the way Costco’s bulk model works. Large packLarge packages can offer lower per-unit prices, but they often require customers to spend more per trip. may save money per roll of paper towel, pound of meat, or bottle of detergent while still leaving the store with a much larger receipt.
Higher-income households may be better positioned to handle that upfront cost. They may also be more likely to have larger kitchens, garages, freezers, or storage areas for keeping bulk purchases until needed.IP represents another barrier. A standard Costco Gold Star membership currently costs $65 per year, while an Executive membership costs $130 per year. The Executive plan also offers a 2% annual reward on qualifying purchases, subject to Costco’s terms.
Those fees are not enormous for many households, but they still require shoppers to pay before receiving access to the warehouse. For families with limited cash flow, a membership and a cart filled with bulk products may be harder to justify, even when the long-term per-unit price is lower.
Higher earners can therefore use financial flexibility to chase value. They can spend more now in hopes of lowering product costs over time.
Costco also offers more than basic groceries. Its warehouses sell electronics, furniture, appliances, clothing, jewelry, seasonal products, and prepared foods. Members can also access services connected to travel, optical care, pharmacies, and tires. That broad selection can make a Costco trip feel less like a routine supermarket visit and more like a household restocking mission.
Higher Earners Are Shopping More Often and Spending More
The store preferences were only one part of YouGov’s findings. Higher-income Americans also reported making grocery trips more frequently.
Thirty-four percent said they shop for groceries several times a week, compared with 25% of middle- and lower-income respondents. Higher-income consumers were also less likely to say they shop only several times a month.
Their weekly spending was considerably higher as well. Fifty-one percent of higher-income households reported spending more than $150 per week on groceries, compared with 28% of middle- and lower-income households. Food & Wine also reported that 5% of the high-income group spends more than $400 a week.
By contrast, 69% of middle- and lower-income households said they spend less than $150 weekly. Thirty-seven percent reported spending between $50 and $100.
Those figures require some caution. The research does not adjust the results for household size, local food prices, dietary restrictions, or the number of meals prepared at home. A family of six will generally buy more food than a single adult, regardless of income.
YouGov based its conclusions on continuously collected Profiles data from June 2025 through June 2026. The 52-week dataset was nationally representative of American adults and weighted for factors including age, gender, education, region, and race.
The broader lesson is not that high earners are suddenly becoming bargain hunters. Many of them may have always cared about price, convenience, and reducing wasteful spending.
What changes with income is the ability to act on those priorities. A household with more available cash can pay a membership fee, purchase larger quantities, and wait longer to use what it bought. That financial flexibility can make Costco’s model especially attractive.
Key takeaway: Wealth does not automatically produce expensive grocery habits. For many high-income Americans, having more money appears to make buying in bulk, planning ahead, and pursuing long-term value easier.
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