The thing I've noticed about this trend, and all the talking heads have missed, is the obvious: Costco sells bulk, which is key in a recession.
I'm not going to pay $12.49 for 12 rolls of Quilted Northern when I can get 30 rolls of Kirkland for $24.99.
Those who knew what was coming started shopping at Costco a little more since December. A few others may have been persuaded by the whole Woke/DEI drama. And now more people can see the little stocks app red arrows and know what's coming.
Personally, I've never "qualified" for an Executive membership from Costco in the 15 years I've been a member. (The spend in store has never been enough to justify the added cost.) Guess who now shops for groceries and bulk goods in the past year to make it worth the tier jump?