Let’s hit the road
Forget Bald Eagles and Football—nothing's more American than shopping. A trip to the store is an age-old Sunday tradition, passed down for generations. It brings communities together. It teaches us how to get more with less, no matter what.
It’s easy to look at shopping data and make decisions. To treat people like numbers on a screen. But it’s impossible to know why anyone buys anything without speaking to them in person. Like Sam’s Club, we believe in listening to an audience. Interacting with them, face-to-face. Really hearing what they really have to say.
As eggs, coffee, avocados, and more than a few of America’s other favorites get harder to pay for, more Americans are thinking about what they buy and where they buy it. They’re doing what they can to keep up and get ahead.
We met them. Got to know them. And after 80+ hours of conversations (and about 17 Sam’s Club hot dogs) with 28+ shoppers in Texas and Florida, we understand what makes your members tick. Ready to meet them?
It’s easy to look at shopping data and make decisions. To treat people like numbers on a screen. But it’s impossible to know why anyone buys anything without speaking to them in person. Like Sam’s Club, we believe in listening to an audience. Interacting with them, face-to-face. Really hearing what they really have to say.
As eggs, coffee, avocados, and more than a few of America’s other favorites get harder to pay for, more Americans are thinking about what they buy and where they buy it. They’re doing what they can to keep up and get ahead.
We met them. Got to know them. And after 80+ hours of conversations (and about 17 Sam’s Club hot dogs) with 28+ shoppers in Texas and Florida, we understand what makes your members tick. Ready to meet them?
Interviewed 28 + Texans
& Floridians 📍
& Floridians 📍
From 19 to 72 years old
6 cities visited 🚗
San Antonio, San Marcos, Luling, Houston Tampa
80 hours of conversation 👂
Lorem ipsum
Let’s hit the road
Forget Bald Eagles and Football—nothing's more American than shopping. A trip to the store is an age-old Sunday tradition, passed down for generations. It brings communities together. It teaches us how to get more with less, no matter what.
It’s easy to look at shopping data and make decisions. To treat people like numbers on a screen. But it’s impossible to know why anyone buys anything without speaking to them in person. Like Sam’s Club, we believe in listening to an audience. Interacting with them, face-to-face. Really hearing what they really have to say.
As eggs, coffee, avocados, and more than a few of America’s other favorites get harder to pay for, more Americans are thinking about what they buy and where they buy it. They’re doing what they can to keep up and get ahead.
We met them. Got to know them. And after 80+ hours of conversations (and about 17 Sam’s Club hot dogs) with 50 people and 28+ in depth interviews, we understand what makes your members tick. Ready to meet them?
It’s easy to look at shopping data and make decisions. To treat people like numbers on a screen. But it’s impossible to know why anyone buys anything without speaking to them in person. Like Sam’s Club, we believe in listening to an audience. Interacting with them, face-to-face. Really hearing what they really have to say.
As eggs, coffee, avocados, and more than a few of America’s other favorites get harder to pay for, more Americans are thinking about what they buy and where they buy it. They’re doing what they can to keep up and get ahead.
We met them. Got to know them. And after 80+ hours of conversations (and about 17 Sam’s Club hot dogs) with 50 people and 28+ in depth interviews, we understand what makes your members tick. Ready to meet them?
50 People and 28+ In-Depth Interviews 📍
From 19 to 72 years old
6 cities visited 🚗
San Antonio, San Marcos, Luling, Houston, St. Petersburg, Tampa
80 hours of conversation 👂
Findings
In this ever-growing digital age, people are feeling more disconnected and craving community...
In this ever-growing digital age, people are feeling more disconnected and craving community. The folks we spoke to find belonging in many forms. They seek it out at the local shops they love, coffee houses, gyms, yoga studios, and grocery stores close to home. They find it at church, athletic endeavors, art spaces, and even at work. While Sam’s Club might not perfectly scratch the same itch, they love how it feels like a community. It means everything when someone smiles at them, accommodates them, and remembers their name. They love to feel seen and the little things go a long way.
being a member
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Membership means taking the reins, owning their choices with purpose
“You're in control if you're getting a membership to a place, because you could go for free to the local grocery store, but you've decided you're going to spend your money there.”
Georgi 57, Tampa
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being a member
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In a rapid paced world, sometimes familiar is best
“My grandma goes to Sam’s because it's reassuring, if you're a member, they're gonna take care of you.”
Keeton 31, San Antonio
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being a member
______
Are you really grown without a grocery membership?
“I'm going on my second year having my own membership and when I got it I told the lady at the front "I feel like an adult now, I got my own!"”
Adam 34, Tampa
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being a member
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Are you really grown without a grocery membership?
“It's a bit of a social status, people make jokes about it like "I have a groceries membership, I'm a millennial that has his shit together."
Brian 29, St Petersburg
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being a member
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Passing the Member Card Baton
“I go to Sam's Club with my dad's account. Makes me feel sneaky and cool.”
Tolu 31, Houston
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being a member
______
Passing the Member Card Baton
“If I'm inside with grandma’s membership, I feel like I got in. It's like, you got into a club. I feel like I got in somewhere where I'm not supposed to be and that's cool.”
Kyler 26, Houston
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being a member
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Enough with Big Brother, we just wanted bulk toilet paper
“At Sam's nobody checks you in, nobody checks your card, you don't need people watching you, it's a very self-sufficient system.”
Dani 29, San Antonio
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being a member
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Enough with Big Brother, we just wanted bulk toilet paper
“Costco is so crowded now all the time. And the fact that they're checking your face now to get in? You just feel like "am I doing something wrong?"”
Maria 56, San Antonio
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community
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We are more disconnected and looking for third spaces
“As our communities are kind of broken down at this stage of humanity, those things start to feel really important. It's like we used to exist all together, and we don't have that anymore.”
Sonora 28, San Antonio
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community
______
They do their best to find community wherever, whenever
“Being in the military, I feel like we're the biggest fraternity in the world.”
Kevin 37, Tampa
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community
______
They do their best to find community wherever, whenever
“I've been really leaning into community in the sense of creating and collaborating with friends on art projects.”
Nick 19, San Antonio
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community
______
They do their best to find community wherever, whenever
“With my yoga crew, it feels like I belong. I feel welcomed when I'm there. Some people I don’t even know their name but we share these values.”
Susan 34, Tampa
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community
______
Even if we are disconnected they show up for strangers
I'm very considerate. Sometimes it's letting people pass you in traffic or holding the door for people when they're 10 steps behind.”
Beverly 71, St Petersburg
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community
______
Even if we are disconnected they show up for strangers
“I care a lot about people and things in the world. My partner and I, if we see somebody in need, we're pulling over and helping.”
Tay 49, Houston
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community
______
Even if we are disconnected they show up for strangers
“People can tend to go into survival mode and isolate more now than ever before, but we need to show that we got each other.”
Preetika 39, Houston
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community
______
“Customer service, can I please speak to a human?”
“At Sam's Club, there is a person at the front who's like, "hey, welcome in", and they check your membership but not to speculate just because it’s their job so they are smiling with nice vibes.”
Susan 34, Tampa
community
______
“Customer service, can I please speak to a human?”
“I like that there is a physical person at the front [Sam’s Club] who checks you in, as opposed to some kind of scanning method.”
Preetika 39, Houston
community
______
It’s the little things that make you feel welcome
“When I was pregnant with my first baby, the man who worked the door at Sam’s Club was literally calling me the hot dog girl because I never left without a hotdog.”
Asia 29, San Marcos
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community
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It’s the little things that make you feel welcome
“In the daytime at work a lot of older customers come in and they love the acknowledgment, because I feel like they don't get that all the time.”
Jen 34, Houston
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community
______
They take pride in being the foundation that holds their family together
“I feel like a supermom right now, superwoman. When I'm packing my kids' lunch in the morning I'm like "damn girl, you're doing it."”
Asia 29, San Marcos
community
______
Mama was right. Show me your friends, and I'll tell you who you are
“I try to surround myself with people that I want to be around, that are trying to move in a good direction, trying to move forward.”
Art 58, San Antonio
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community
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Mama was right. Show me your friends, and I'll tell you who you are
“When you put people in your life or in your space, if you find yourself less happy with those people in that space than you were before, then that's not the person that should be in your space.”
Georgi 57, Tampa
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When speaking to these folks, one thing was abundantly clear, they are no-nonsense.
... Don’t get us wrong, they were all kind, thoughtful people who would help a neighbor or a stranger in need without question, but they don’t overthink bumps in the road. To them, life’s hardships are merely challenges to overcome. They’re veterans. They’re first and second generation migrants building a better life for their families. They’re new parents. Single moms. They’re thoughtful about spending, budgeting, and saving to buy or do the things they want, often gaming the system to get ahead. They’re proud people who are content with who they are. They won’t sugar coat it to make anyone feel better. The embodiment of “you do you, boo.”
They know who they are and they’re not taking suggestions
“I got all sorts of insecurities, but I feel like I can let them go, because I trust where I am in my life.”
Nico 31, San Marcos
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They know who they are and they’re not taking suggestions
“My favorite way to describe myself is earthy. It means I'm down to earth, if you will.It's like a balance. I like to be cool, calm, collected.”
Roxanne 72, St Petersburg
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I gotta take care of me first
“I'll change the time that I meet my friends to give me time for a nap. I'm not at your whim, I also have my own schedule.”
Nick 35, Tampa
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I gotta take care of me first
“I know myself, and I'm putting my foot down about it in a way that feels right for me. And that's when I feel powerful, when I delivered something in my own words, with my own voice.”
James 58, San Antonio
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A lion doesn’t lose sleep over the opinion of sheep
“I'm passionate. I'm not a sugar coater, I can't stand it, I like to be truthful even if you aren’t happy about it.”
Asia 29, San Marcos
A lion doesn’t lose sleep over the opinion of sheep
“I'm transparent in the way that what you see is what you get, take it or leave it, meaning I'm the same inside out.”
Denise 60, San Antonio
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Choosing to say “nah thanks” to negativity
“I choose to be happy, because I do think it's a choice. I think we surround people in our lives that sometimes rob our happiness and we allow it. And they're only robbing it because we allow it.”
Alberto 57, San Antonio
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Choosing to say “nah thanks” to negativity
“I always say, "if you put me in a room with 20 people and only give me an hour with them, there's a 99.9% chance they're all gonna walk out liking me".”
Kevin 37, Tampa
They aren't too proud to keep evolving
“I feel like I'm figuring out who I am, while also embracing more of what's around me, and also learning where I end and the world begins.”
Sonora 28, San Antonio
They aren't too proud to keep evolving
“I always want to be learning. I don't ever want to stop learning. I think that's the thing that's going to keep me going.”
Garius 20, Houston
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For them hard work and dedication is the foundation of success
“People see this woman and are saying "she's so pretty!" but I'm like "this bitch fucking worked hard".”
Preetika 39, Houston
For them hard work and dedication is the foundation of success
“I know what I want, and I go after what I want. I'm not trying to ruin anyone's day in the process but if I make a plan, I'm going to stick to it.”
Nick 35, Tampa
These folks know how precious their time is and they’re prepared to guard it.
You don’t need us to remind you, things are tough for a lot of Americans right now. Politics are divided, job security is uncertain, AI is concerning, the cost of goods are rising, shopping is a drag, and inflation is… inflating. Now, more than ever, people are looking for ways to feel in control and alleviate all the pressure. We spoke with people who are opting out of working for others and starting their own businesses. A single mom with 3 kids under 5 leaving her husband for a better life. People are overwhelmed, they are taking social media breaks, journaling, and working out more. They’re detaching and self-soothing, preparing meals in their kitchens (KEEP OUT), deep cleaning that space above the stove, hiding out in the garage detailing their car, even setting their exit alarm for social engagements. These folks know how precious their time is and they’re prepared to guard it.
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Me Time Thanks: Taking Steps to Regain Control
“I just took my Instagram off for 3 days and it made me realize I'm not enjoying this experience of being constantly bombarded with news and shopping. I can see now how much it alleviates my mental space.”
Nick 35, Tampa
Me Time Thanks: Taking Steps to Regain Control
“One of the reasons I picked up all the journaling and planning is the digital world is so freaking loud and I don't want that noise.”
Denise 60, San Antonio
Me Time Thanks: Taking Steps to Regain Control
“It's hard for me to be texting people and in a conversation or present at the same time. It's like I'm either in the conversation or I'm not. And I feel like my job always asked me to multitask in that way.”
Jen 34, Houston
Feeling in control starts at home
“My space gives me peace and mental control. I have control over who I want in my space. I can't have negative people who will bring the whole vibe down.”
Preetika 39, Houston
Feeling in control starts at home
“I like to be in control of the kitchen. I call it my office. I don't like anybody messing with what I'm doing.”
Maria 56, San Antonio
“Lost time is never found again.”
- Benjamin Franklin
“I like to look at my calendar and see what's on it. And I like to make events to put things in their place. That way I won't ever be caught off guard.”
Dani 29, San Antonio
“Lost time is never found again.”
- Benjamin Franklin
“My friend Kevin will literally put a timer on how long he does everything, even when he's hanging out with friend. Like sorry guys, I’ve met my social quota. I don’t blame him. ”
Adam 34, Tampa
Unless you’re a buddhist, you only live once
“There's a part of it that is giving yourself permission, because you earned it. There's an aspect of "I'm navigating the situation in the driver's seat".”
Sonora 28, San Antonio
they know how hard they work and don’t mind spending on what they deserve.
For many of our members, Sam’s is a tradition that’s been passed down by parents and grandparents. Others are introduced to the club by dear friends. Some even make a date of it, shopping at Sam’s and sharing a meal together afterwards. You can’t pull one over on these folks, they know what’s what when it comes to getting the best deals. They treat value shopping like a sport. Some have so much trust in Sam’s to have the best deals, they don’t even Google to make sure. They’re thoughtful about their purchases, but they know how hard they work and don’t mind spending on what they deserve. To outsiders, Sam’s Club might just be a bulk store. To members, it’s way more than that. It’s a real life treasure hunt for the hottest new electronics. It’s a space to spend an afternoon with a friend. It’s where they experiment with food they haven’t tried before. The options are endless. Members only, but everyone is welcome.
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You can’t finesse the bargain hustlers
“Growing up with the internet culture, we're informed customers to a fault. We know the value or the price difference of any wholesale item, so there's this weird attachment to understanding the cost of goods and the value of them.”
Garius 20, Houston
True or not, I feel like I am getting the hook up
“You feel like you're getting a deal on everything. I haven't even checked to see if I'm getting a deal, but I just feel like I'm getting a deal.”
Beverly 71, St Petersburg
True or not, I feel like I am getting the hook up
“I think because they are related to Walmart I automatically assume I’m getting a really good price on items. And you can’t really cross examine bulk so it feels right.”
Dani 29, San Antonio
Save on the small stuff, spend on what matters
“I won't skimp on diapers and wipes at all, believe me I tried and it wasn’t pretty. I don't want my baby to have a rash or soggy ass diapers. I'll pay the extra dollars on it.”
Asia 29, San Marcos
Save on the small stuff, spend on what matters
“Nice toilet paper is actually where I sometimes splurge. if it's already expensive, I might as well spend five extra bucks, and have something that feels soft on my delicate parts haha.”
Kyler 26, Houston
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Perhaps the next sport will be value shopping
“If we found something really cheap, we brag about it.”
Dani 29, San Antonio
Perhaps the next sport will be value shopping
“I feel like I’m gaming the system which feels powerful.”
Nico 31, San Marcos
Perhaps the next sport will be value shopping
“Figuring out a lifehack is empowering.”
Alberto 57, San Antonio
Perhaps the next sport will be value shopping
“As an immigrant, a deal and a sale is built into my genetic code.”
Preetika 39, Houston
A Club That Fits All Your Needs
“It's fun that you always find something. It's like a treasure hunt, because you get a really good price for something that you need or you were looking for, and you find it and you weren't expecting that.”
Susan 34, Tampa
A Club That Fits All Your Needs
“It's definitely an adventure, especially with the kids. You know you're going to spend maybe the whole afternoon.”
Asia 29, San Marcos
A Club That Fits All Your Needs
“Samples are great, it's like "I'm snacking, I'm shopping, I get to try something new". And then it triggers inspiration, for what I'm going to make for dinner.”
Max 29, Houston
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dream team
👋
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how we do it
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So what does it all mean?
For our resourceful, pragmatic (and sometimes proud) members - this isn’t just about deals...
In a moment when the world feels out of control, Sam’s Club has a powerful role to play. An opportunity to be more than just a place where people shop but a club where members know they can take control of their choices, wallets and shopping experiences.
For our resourceful, pragmatic (and sometimes proud) members - this isn’t just about deals, it’s about finding a place where they can take back the reins and have a say in when and how they shop. Where shopping actually works for them and not the other way around. It’s about becoming part of a community that sees, values and respects them. A club that is actually theirs and proves it by putting them in control every step of the way.
When we say this is a club where membership means power…we mean it.
When we say this is a club where membership means power…we mean it.