The Psychology of Costco: Why Shoppers Become Superfans

In this Speak Easy session, Amar and Kaylee take a deep dive into why Costco is one of the strongest fan communities in America. This is more than $1.50 hot dogs, giant cookies, and rotisserie chicken. This is a masterclass in belonging, trust, and identity. We talk about the treasure hunt feeling that keeps people coming back, the insider codes that members share, and the content creators who have turned Costco into a culture.

We explore how Kirkland Signature became a fashion and status label, why membership models create loyal communities, and what brands can learn from Costco’s approach to storytelling, transparency, and customer care. This episode shows how everyday products can spark real fandom and offers lessons for founders who want to build the same type of energy. This is the blueprint that West Egg Ventures brings to life when we work with clients.

Amar also reveals his sleeper Costco picks. Kaylee shares her nostalgic favorites. And Amar ends by heading straight to Costco after recording.

TIME CODES

00:00 Why Costco content captures fans instantly
00:36 Amar’s Costco origin story and Kaylee’s Groupon hack
02:00 Nostalgia, family rituals, and free samples
03:45 Feeding a family for nine dollars and why value matters
04:50 The rotisserie chicken and the power of ecosystem products
05:45 Kirkland Signature as a status and fashion brand
07:30 Insider behavior and the unwritten rules of the club
09:45 Creators who fuel the Costco fandom economy
12:20 Treasure hunt psychology and the fear of missing out
14:55 Membership pricing and why trust softens backlash
17:40 Employment culture, transparency, and community leadership
19:50 Global fandom from Iceland to Orlando aunties
22:10 Lessons for founders on building communities like Costco
24:25 Amar and Kaylee share their top Costco sleeper picks
26:50 Amar signs off and goes to Costco

Official Show Description

Speak Easy with Amar Shah and Kaylee Chicoski is where storytelling meets strategy and fandom becomes community.

Hosted by Emmy-winning storyteller Amar Shah and Shorty Award-winning strategist Kaylee Chicoski, the show explores how fan engagement drives culture, connection, and business growth.

From Taylor Swift to the Super Bowl, each episode, produced by West Egg Ventures, dives into how brands, creators, and fans build lasting loyalty through emotion, authenticity, and shared story.

Our Mission
We help sports, lifestyle, and culture-driven brands grow through fan-first strategy, creator-led content, and cultural activations that turn engagement into loyalty.

Learn more at WestEggVentures.com

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