Secrets About Costco's Free Samples You Wish You Knew

Samples are provided by independent workers

You may assume that the individuals behind the large sign and gleaming counter are employees of Costco, but the people distributing Costco's free samples are not actually part of the Costco team. Instead, the majority are hired by Club Demonstration Services (CDS), a marketing firm that collaborates exclusively with Costco to showcase its products to potential customers. According to the company's website, CDS staff are there to "influence purchase decisions" made by Costco members as they navigate the store. They handle everything related to samples, from setting them up to serving food and drinks to customers. CDS also organizes events and demonstrations that spotlight specific products and techniques.

While CDS works directly with vendors and companies to provide marketing services through Costco, its team members are not employees of the warehouse store. The sample providers you see cheerfully offering you a small cup of soup or a taste of chips receive different benefits, compensation, and training. They are typically knowledgeable about the specific sample item, but their expertise doesn't extend much further — their primary role is to create an experience centered around that particular product.

You can have more than one

There are no specific restrictions on the number of samples you can try at Costco. If you need to sample a few more to decide if a product is right for you, feel free to do so. In fact, the sample providers are eager for you to make a purchase, so they are usually more than willing to let you try as many as you need to make your choice. For items with multiple flavor options, the staff may even encourage you to sample a few for comparison.

If you wish to try several samples, please remember to be courteous to both the providers and other customers who may also want to sample. Avoid taking the entire tray and leaving little for others. While sample providers understand that customers are willing to wait, especially for popular snacks, they typically do not appreciate it when customers quickly take all the samples as soon as they are available. Additionally, it’s crucial to only take the items offered on the tray and not reach for those in bags or boxes. There are strict food safety regulations, and if customers touch or grab items they shouldn’t, it could result in the entire sample batch being discarded.

Costco offers more samples on the weekend

It's no surprise that Costco schedules its sample offerings to align with peak store traffic, making weekends the prime time to grab samples when the store anticipates a larger number of shoppers. Since many customers prefer to shop on Saturdays and Sundays, this is when you'll find the most samples available. These days are also Costco's busiest, so if you want to avoid the crowds, you'll have to settle for fewer tasting options by visiting during the week. However, if you're willing to navigate through busy aisles and possibly wait for fresh samples to be prepared, you can enjoy some fantastic freebies by stopping by on the weekend.

Food and beverages are typically the most prevalent samples, and within these categories, there's a wide variety of offerings, including some quite unique options. You can discover everything from desserts to baby snacks at the sample stations.

Sample providers don't get bonuses

You might believe that by adding free samples to your cart, you're helping the employees, but your purchases don't affect their earnings. The friendly individuals handing out samples are paid hourly, so their compensation remains the same whether you buy the product or not—they're simply there to let you try it out. According to those employed by CDS, the role of a sample provider can become somewhat repetitive, so while they don’t receive bonuses for selling out, many enjoy engaging with customers about their experiences.

CDS employees are assessed based on their sales performance, so it's a good idea to give them the opportunity to share information about their products, even if you decide not to make a purchase. If their manager is nearby, they may adopt a more formal approach to their sales pitch. Regardless, these salespeople aim to fulfill their role, which includes educating customers and potentially selling the products they are showcasing to Costco members. Maintaining a tidy area around their station is also crucial for their evaluations and job performance, so please remember to dispose of your trash in the appropriate receptacles when you're finished.

Products struggling on the shelves might make a good sample

You may assume that only the top-tier products at Costco are offered as free samples, but that's not always true. The main reason certain items are selected for sampling is to boost sales, as offering free tastings is an effective way to pique interest and encourage purchases. Products that aren't performing well may see improved sales when sampled first.

Costco also highlights new products to generate customer interest. Brands collaborate closely with CDS to create a comprehensive marketing strategy that includes in-store samples and other promotional methods.

If you sample something you don't enjoy, it's usually best to be honest rather than taking the product only to discard it later. This can create extra work for Costco staff, who need to locate and restock the returned items. Additionally, the sample distributors are likely aware of which products are popular and which ones aren't, so there's no need to feign enthusiasm for something you'd prefer to pass on.

Sales go up with samples

Data from supermarkets indicates that samples can impact the purchasing decisions of over 60% of customers, a tactic employed by retailers and brands to showcase products. This approach directly contributes to increased sales for the retailer, which is one reason why brands collaborate with CDS to incorporate free samples into their marketing strategies at Costco. When you visit a free sample station at the warehouse store, you’re more likely to leave with a fuller cart than if you hadn’t tried the samples.

While you’re not obligated to purchase everything you sample, the store strategically places full-sized products near the sampling area to encourage impulse buys. Enjoy the sampling experience at Costco, but be prepared for your total to rise as you indulge in more samples.

There is psychology behind the free sample selection

Offering a product through a complimentary sample is a well-established psychological strategy that retailers employ to sway consumer choices. Psychologists indicate that the instinct to reciprocate comes into play when individuals receive something for free, which is particularly noticeable at sampling stations. When presented with a small cup of complimentary chips and dip, it’s difficult not to feel some level of social obligation to acknowledge the gesture, especially in places like Costco where this occurs frequently.

Research suggests that as the number of people increases, so does the pressure to make a purchase, even if it isn’t directly from the salesperson. By accepting a free sample, customers often feel an unspoken obligation to buy the full-sized product, particularly if they see others doing the same. While you can enjoy the free samples at Costco, be aware that trying a sample may lead to impulse buys.

Providers can't answer questions about Costco stores or products

Since most sample providers are not Costco employees, they typically have limited knowledge about the store and its products. They may not be able to answer questions regarding the location of other items or suggest complementary products for their samples. While you can inquire about the specific item they are offering, it's best not to ask them where to find other products in the store. Some providers may have more experience at that particular warehouse or may shop at Costco themselves, but this information is not part of their training with CDS. Therefore, don’t be surprised if they can’t answer questions related to Costco.

Costco is known for frequently rearranging its store layout to encourage members to explore the aisles while searching for what they need. This tactic, along with offering free samples, helps boost sales as shoppers discover new products. However, it can make navigating the store a bit tricky. If you have questions about product locations or current inventory, it's advisable to seek assistance from a Costco employee rather than a sample provider.

Only customers can try the samples

While there are plenty of free samples available throughout the store, Costco employees—whether they are distributing samples or working in other roles—aren't able to indulge in them. The staff member giving out samples risks disciplinary action if they partake unless they are on break. Even if you attempt to engage them in conversation and invite them to taste the latest chips or a burrito sample, they will have to decline. Don't take it to heart; when they're serving samples, they are on the clock.

However, that doesn't mean that CDS employees lack knowledge about the products they offer. They must sample the items to understand their flavors, identify appealing attributes for customers, and effectively describe the products. This is all part of a pre-planned marketing strategy, rather than an impromptu tasting experience like the one customers enjoy.

Hot samples are popular thanks to the smell

Costco offers a wide variety of samples, including hot options. Some sample providers have noted that warm samples attract large crowds, partly due to the enticing aroma as they cook. Treats like cookies and brownies tend to disappear quickly because their delightful scent draws people in (and who can resist a free taste of something sweet?). While you’re browsing the store, don’t hesitate to follow your nose to the nearest sampling station. You might discover a new favorite item to add to your cart, which is exactly what Costco hopes for when they showcase appealing-smelling products.

Just remember to only take from the tray of prepared samples, even if they’ve been out for a minute or two. If you try to grab a steaming hot sample directly from the oven, grill, or other cooking surface, the sample provider will have to discard the entire batch to comply with food safety regulations.

Wait your turn for a sample

Waiting in line is an integral part of the Costco experience, just like savoring free samples, so don’t be surprised when queues form around the most popular stations. There are psychological factors at play that lead people to purchase more when they observe others doing the same. High-demand samples benefit from this phenomenon, resulting in increased sales. While this is excellent news for the retailer, if you’re a member eager to grab a sample, it’s wise to follow a few tips to ensure you get one quickly.

Taking turns may seem straightforward, but it can be challenging when the aroma of freshly baked brownies or delicious pizza wafts through the air. Costco employees encourage sample seekers to remain aware of their surroundings and refrain from reaching behind the counter. They must maintain cleanliness, which includes sanitizing trays, sample cups, utensils, and other items necessary for enjoying the samples. If they need to take time to resanitize or dispose of contaminated items, it leads to longer waits for your free treat. Larger crowds can also result in people jostling for samples, complicating the process further. While most samples are unlikely to run out, providers strive to keep up with the high demand for their offerings.

Free samples might become self-service

To enhance sanitation regarding samples, some Costco locations have transitioned to contactless free sample kiosks. During the COVID-19 pandemic, sampling was temporarily halted to minimize contact, but now the retailer appears to be opting for kiosks instead of staffed stations. There are also speculations that the introduction of kiosks may be a response to a shortage of retail workers. Regardless of the reason, these self-serve samples are restricted to pre-packaged items, such as small packs of gummy candies.

Not all Costco members are pleased with this change. Many customers appreciate the personal interaction with sample providers, who are known for their warm smiles. While the contactless kiosks offer convenience and potential cost savings, they do not contribute to the beloved Costco shopping experience. Additionally, the selection is quite limited, particularly missing the hot, freshly prepared treats and dishes that allow shoppers to snack as they browse the aisles.

You don't have to be a member

As a retailer that operates on a membership basis, you might assume that only cardholders can sample products in-store. However, even non-members can enjoy complimentary samples. While an employee is stationed at the entrance to check for membership cards, it’s not mandatory to enter the store. You can visit Costco as a potential customer or simply to browse without a membership card, allowing you to access all the free samples available. What better way to determine if a membership suits you than by tasting what the store has to offer? However, the perks stop there until you become a card-carrying Costco member.

If you intend to make a purchase at checkout, you will need to hold a Costco membership. Fortunately, there are numerous compelling reasons to obtain a Costco membership, along with tips to maximize the benefits of your existing one.