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 that nearly half of US adults feel significant stress every day, while more than a third report frequent worry.

While the uneasy 20-somethings of Gen Z are carrying around “anxiety bags” filled with portable fans and fidget toys as on-the-go sources of comfort, bigwig biohackers are adopting “box breathing” — a calming technique which involves inhaling, holding your breath, exhaling, and holding again, each for an equal count of four seconds — to avoid becoming overwhelmed. 

Saunas, although slightly more expensive than carting around a sack of miscellaneous doodads and, of course, breathing, have been shown to have a long list of benefits, including better immunity, improved sleep, boosted heart health and weight management.

And their demand, alongside the sales of wellness and beauty items of similar ilk, have been a great benefit to Costco’s bottom line. 

The imprint enjoyed a record fiscal third-quarter revenue of $69.2 billion, an 11.6% increase from last year, with same-store sales up 9.8% year-over-year — its highest in more than two years, per third-quarter data. Paid household membership rose to 82.9 million, and AI-sourced ecommerce traffic posted a triple-digit spike. 

Shoppers who aren’t busy letting off steam in the saunas are shedding off pounds with anti-obesity drugs available on Costco’s shelves.  

“Pharmacy drove exceptional ancillary growth, supported by increased GLP-1 demand, with management noting ‘significant market share gains’ and expanded prescription offerings,” reads the report. “A category of prescription medications, including drugs like Wegovy and Ozempic, [contributed] to higher pharmacy sales.”

Looking and feeling good, for less, is a top priority for Costco fanatics, says Millerchip, who’s vowed to consistently give the people what they want — top-tier deals and steals. 

“We do expect to continue to grow our market share as we deliver great value for members and continue to provide great quality items,” he said, applauding store members for being “very willing and having the capacity to spend, but [having] very high expectations around quality, value, and newness.”