Few stores have a layout that’s more confusing than Costco. Ikea is probably a close second, but at least they have all of those arrows pointing you in different directions. Costco, on the other hand, rearranges its aisles with abandon. You walk into the warehouse for some of that Kirkland bread and bottled water, only to discover that practically all of its 146,000 square feet is configured differently than when you were there a week ago.
We know Costco wants our business—that’s why it keeps prices so low—but it really does us dirty with the constantly changing aisles. Perhaps that’s why the store keeps the food court in the same spot: to offer us sustenance while we figure out the riddle that is Costco’s layout. It can really be frustrating when you can’t find what you’re looking for, particularly if you’re in a rush.
For better or for worse, there’s actually a method to Costco’s madness. We talked to Marla Royne Stafford, PhD, a professor and expert on consumer behavior and advertising from the University of Nevada, Las Vegas, to learn more. While rearranging the aisles doesn’t do club members any favors, you might be a little less irritated once you understand the reason for it. Keep reading to find out.
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How often does Costco typically rearrange its aisles?
If you ask Costco members, they’ll say the answer is “too often.” However Costco typically rearranges its aisles every few weeks to keep up with the “treasure hunt” aspect of the warehouse. (More on that in a minute.) Seasonal items and sale items will see the most frequent movement, with year-round staples changing locations every couple of months.
Why does Costco rearrange its aisles?
By frequently rearranging its aisles, Costco effectively keeps shoppers in the warehouse longer, which leads them to explore things that perhaps weren’t originally on their shopping list. Here’s what rearranging the aisles does, and what Costco is hoping you’ll do in return:
Encourages shoppers to try new products
“I think the biggest reason Costco frequently rearranges its aisles is to encourage customers to explore different parts of the store, sending shoppers to areas looking for various products,” says Royne Stafford, who’s also the chair of marketing and international business at UNLV. “When engaging in such shopping behavior, customers may find new and different items—often higher-margin products—that they did not originally plan to buy.”
Creates a “treasure hunt” atmosphere
“These constant changes create a sense of novelty and can keep shopping fun and exciting,” Royne Stafford says. “In other words, because things are constantly changing, customers never know what they will find. And because Costco often features limited-time products, the customer experience is somewhat of a treasure hunt, which is what Costco is seeking.”
Increases impulse spending
According to Royne Stafford, research shows that when shoppers stumble across products they weren’t planning to see, they’re much more likely to make impulse buys. That’s why shifting store layouts and putting different items in front of customers can give sales a serious boost. Costco knows this game well—and the whole exposure strategy works, because the more unexpected products people see, the more likely they are to toss extra things into their carts.
“These layout changes also disrupt customer habits,” she says. “It forces regular customers to change their planned trip, which often results in customers seeing new products, including new bulk items and seasonal items, likely increasing per-trip spending, which is Costco’s ultimate goal, given its membership business model.”
Engages the “endowment effect”
The endowment effect is when people overvalue items they already own, Royne Stafford explains. “Since Costco members pay an annual fee to belong to the warehouse store, they develop a sense of ownership and want to get their money’s worth on each visit,” she says. “In fact, it is very common for people to comment that they go into Costco for one thing but always leave spending at least $100.”
She also points out that when products are hard to find or around only for a short time, shoppers tend to see them as more valuable, which naturally makes them want those products even more. In the process of hunting for that one item, customers often stumble across other things they didn’t know they wanted—leading them to add even more to their cart.
How can shoppers avoid impulse buys?
This essentially boils down to making a specific shopping list and sticking to it, no matter how many times you have to pass Costco’s alluring new clothes offerings. Because, as Royne Stafford deduces, the warehouse club is unlikely to quit it when it comes to switching up those aisles. However, if you stick to the basics, you should be in good shape.
“It’s essential to remember that most staple items (e.g., milk, bread, paper towels) are not part of the constant disruption,” she says. “Customers know exactly where to find these products and buy them regularly. This gives customers a sense of comfort when doing their ‘regular shopping.'”
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Source:
- Marla Royne Stafford, chair of the marketing and international business department at the University of Nevada, Las Vegas; interviewed, September 2025
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