Costco's free sample programme, a long-standing feature of the warehouse shopping experience, underwent significant changes in 2021 following its suspension due to the COVID-19 pandemic. The programme's phased return, managed through a third-party contractor, introduced new safety protocols and operational details that are important for members to understand. This article examines the reinstatement of the sampling service, the entities involved in its operation, and practical insights for members based on reports from that period.
The programme was officially halted in early 2020 as part of broader safety measures. In early June 2021, Costco announced a "phased return to full sampling." The initial phase involved approximately 170 locations, with plans for most remaining stores to have samples available by the end of June 2021. This reinstatement was not a simple return to pre-pandemic operations; it was accompanied by specific safety protocols designed to protect both staff and members. According to statements from Costco's Chief Financial Officer, these protocols included the preparation of samples behind plexiglass screens, the distribution of samples in smaller batches for better control, and the distribution of samples one at a time to minimise contact.
The physical act of sampling, however, is managed not by Costco employees but by a separate contractor. The demonstrations are carried out by associates hired by Club Demonstration Services (CDS), a company that specialises in in-store product demonstrations and sampling. This is a key operational detail for members: while the samples are complimentary and located within the Costco store, the staff offering them are not direct Costco employees. As such, these associates are focused solely on their demonstration duties and are not equipped to provide general store information, such as directions or product location details, to members. Their role is specifically to prepare and offer the sample items.
Beyond the logistical and safety aspects, various reports and member observations have highlighted patterns and strategies related to accessing samples. Analysis of member discussions and observations suggests that the availability of samples can vary throughout the week. For members seeking to avoid crowds and potentially experience a wider selection, visiting the store during off-peak hours on Mondays or Tuesdays was often recommended. These days typically see lower foot traffic, which may result in a more relaxed sampling experience, though it is important to note that the number of vendors operating on these days might be reduced compared to busier periods.
The underlying business rationale for the free sample programme is also noteworthy. Despite the cost of providing complimentary food items, the programme is considered a profit driver for the retailer. The samples are engineered to create impulse purchases; members who try a product are more likely to add it to their shopping basket. This strategy leverages the shopping environment, particularly the often-long checkout queues, where members are in a captive mindset and more susceptible to unplanned purchases influenced by their recent tasting experience.
Regarding the quantity of samples a member can consume, information from various sources and anecdotal reports from workers on online forums indicates that there is no formal limit imposed on how many samples a member can take. This suggests a policy built on trust, where members are expected to be reasonable in their consumption, allowing all shoppers an opportunity to try the products.
It is also relevant to note that the sampling programme is part of a broader set of member perks. Costco's appeal extends beyond free samples to include exclusive deals, significant discounts on bulk items, a famously low-priced food court menu, and a generous return policy. The free sample programme complements these benefits by enhancing the in-store experience and encouraging product discovery, which aligns with the retailer's model of encouraging larger, more frequent purchases.
In summary, the 2021 return of Costco's free sample programme was a phased, safety-conscious reintroduction managed by a dedicated third-party contractor. For UK consumers and deal seekers, understanding the programme's mechanics—such as the role of Club Demonstration Services associates, the timing of visits for optimal sampling, and the business purpose behind the freebies—provides a clearer picture of what to expect. While the programme operates on a trust-based system with no stated limits, its primary function remains to drive sales through experiential marketing, a strategy that benefits both the retailer and the member looking to discover new products at no cost.