Costco customers are splurging in surprising ways with a 50% jump in sales on self-care and luxury goods
Costco shoppers aren’t sweating high prices.They’re sweating in home saunas. Inflation, international warfare and sociopolitical in-fighting across the US, apparently, cannot hold a candle to self-indulgence as sales on personal care products such as perfume, jewelry, saunas, makeup and massage chairs recently skyrocketed amid the economic crisis, per Costco Chief Financial Officer, Gary Millerchip. “Top performing departments were gold and jewelry, small electrics, tires, home furnishings, majors, and health and beauty,” Millerchip announced during the company’s 2026 third-quarter earnings call, according to transcripts.
“Self-care and wellness items performed extremely well during the quarter, including fragrances and hair and skin products in the health and beauty and small appliances departments.”“We also saw members wanting to splurge on higher value self-care items where the quality and value are compelling,” he continued.“For example, we experienced almost 50% sales growth in saunas and massage chairs during the quarter.”The personal hot-box is a smoking hot commodity at the big box shop. “This is your sign to get a Costco sauna,” Mónica, a lifestyle and fitness content creator, urged fans while getting steamy in the heated spa space. “I love my Costco sauna,” Katie, a virtual health advocate based in Arizona, raved in a separate snippet.
“We use it all the time.It was a super good value.
It’s honestly great.”Claire Doyle, a fitness and fashion influencer from Santa Barbara, California, echoed similar sentiments, virally lauding her hot must-have as a “GAME CHANGER.” With price tags ranging from $179 to $8,999.99, the popularity of Costco saunas, both indoor and outdoor designs, is indicative of the nationwide need for quick, budget-friendly stress relief in the midst of the ongoing chaos, such as the sky-high cost of living and societal unrest. Gallup’s recent Global Emotions Report found t...