In 2014, Meredith and Robert Bonilla proved that it is possible to get married inside a Costco. After meeting in Costco's freezer section, the Bonillas later received permission from headquarters and hosted a ceremony with around 200 guests.
With members sticking around for the excellent value proposition as well as the $1.50 hot dog combo, it's clear that Costco has pretty much perfected the in-store experience at this point. The 90% renewal rate might just be the floor as the firm opens new stores across the globe while doubling down on e-commerce, perhaps there's room to bump up that renewal rate further.
Costco sells its products with very little markup, choosing instead to make most of its money from membership sales. This business model makes sense: The better deals it has, the more likely people are to want a membership. Memberships at Costco are booming. In the fiscal first quarter of 2026, overall memberships were up 5% year over year to 146 million. And its higher-priced executive memberships were up a stronger 9%.