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TikTok and other social media users are posting their Costco buys, helping to establish the warehouse club as a destination for low-cost fashion. TikTok has 1.8 billion views for the search keyword “costco clothes discoveries.”The TikTok posts feature short videos of fashionistas bragging about scoring big discounts from Tommy Hilfiger, Pendleton, Puma, DKNY, Uggs, Calvin Klein, Fila, and a slew of other fashion, casual, and active brands.

The pandemic has enhanced the popularity of casual and comfy apparel, which Costco prominently displays on its sales floor. “It’s all about comfort,” Tiffany Weis, a California-based shopper, told the fashion blog Refinery29. “It’s like a completely different mindset.” Before 2020, the 53-year-old claimed she would have “never thought” of shopping at Costco.

Costco also gets kudos for being able to get some of the hottest fashion labels and for being on-trend. With rising petrol expenses and severe inflation, the ease of one-stop shopping and saving money is more appealing. “I think a lot of people are just really interested in the pricing, the convenience, and then kind of taking part in this buzz,” says one Costco employee.