Some people who grow up with an older sibling tend to live in their shadow.
You can excel at school, do great at sports, and get the right awards. But if your older sibling did all of that first, you may feel like a second-class citizen at home, even if you’ve accomplished some seriously great things in your own right.
The same sort of dynamic tends to apply in the context of Sam’s Club versus Costco.
A lot of people don’t know this, but Sam’s Club actually opened first in April 1983. Costco didn’t open until September that same year.
However, the business model we know as Costco today started out as Price Club, which dates back to 1976. Price Club then became part of Costco when the two companies merged in 1993.
A Costco history timeline
- 1976: First Price Club location opens
- 1983: First Costco warehouse opens in Seattle
- 1993: Costco and Price Club join forces under the PriceCostco name
- 1997: Costco drops the Price Club name Source: Costco.com
Still, Sam’s Club has always seemed to live in Costco’s shadow. And it’s often the case that when Costco makes a big change, Sam’s Club scrambles to follow.
Sam’s Club has tweaked its store hours.
Sam’s Club
Sam’s Club makes a smart Costco-style change
If there’s one gripe Costco customers tend to have about the store, it’s the crowds. But Costco has been taking steps to address that issue.
Earlier this year, Costco brought back early shopping hours for Executive members. And while that change initially made some employees and Gold Star members furious, it wound up having a hidden benefit — fewer crowds.
Related: Costco sees shift in member behavior
But Costco didn’t just extend its warehouse club hours for Executive members. It also added an additional shopping hour for all members on Saturday evenings. That change resulted in a 1% uptick in sales, as reported by Costco on its most recent earnings call.
In response, Sam’s Club took a page out of Costco’s playbook by introducing longer store hours. Most notably, Sunday store hours were extended from a schedule of 10 a.m. to 6 p.m. to a schedule of 8 a.m. to 8 p.m.
That first hour, however, is only available to Plus members at Sam’s Club. Like Costco, Sam’s Club is trying to both reward its highest-paying members while incentivizing regular club members to upgrade.
Related: Costco vs. Sam’s Club: Memberships, prices & perks compared
A breakdown of how and when Sam’s Club members can shop
- Club hours for all members: 9 a.m. to 8 p.m. daily
- Early shopping hours for Plus members: 8 a.m. to 9 a.m. daily
- Curbside pickup for all members: 9 a.m. to 8 p.m. daily
- Curbside pickup for Plus members: 7 a.m. to 8 p.m. daily
- Cafe hours for all members: 10 a.m. to 8 p.m. daily
- Gas station hours for all members: 6 a.m. to 10 p.m. daily Source: Sam’s Club
Chasing Costco benefits Sam’s Club members
Sam’s Club isn’t just tweaking its hours — it’s rapidly trying to grow its business and garner some of Costco’s market share.
In fiscal 2025, Sam’s Club reported net sales of $90.2 billion, up from $86.2 billion the year prior.
Related: Home Depot makes new partnerships to keep prices low
But the fact that Sam’s Club has followed Costco’s lead in expanding its store hours is apt to benefit members.
It’s especially smart that Sam’s Club opted to focus on Sunday hours. Many people have no choice but to shop at Sam’s Club on weekends, so reducing congestion on Saturdays and Sundays is key.
Plus, if shoppers feel less stressed due to smaller crowds, they may be more inclined to take their time walking the aisles. That could lead to more sales — and more revenue for Sam’s Club.
Related: 4 ways to shop at Costco without a membership
Is Sam’s Club a real threat to Costco?
It’s clear that Sam’s Club is slowly but surely trying to weave its way into Costco’s territory. And with both of its memberships being available at a lower price, it’s not unthinkable that some Costco members might contemplate a switch.
The reality, though, is that Costco still generates far more revenue than Sam’s Club and has a strong edge with its Kirkland Signature brand. Many long-term Costco shoppers keep renewing their memberships for a reason — they’re loyal to the brand and recognize the quality it offers.
Expanding its store hours may be a good strategy on Sam’s Club’s part to retain members and promote upgrades. But it’s unlikely to take too many customers away from Costco.
That’s not a bad thing, though.
A bit of healthy competition in the warehouse club space could ultimately push both retailers to keep striving for better member benefits and higher-quality products. And if that keeps happening, members win.
Maurie Backman owns shares of Costco.