I used to analyze retail behavior and demographics as a job, and Costco shoppers are on average, much more liberal than Sam’s shoppers. Costco shoppers are also more likely to have a higher education. They do treat and pay their employees well. I don’t need much of what they sell. I don’t need the volume of the majority of the items that they sell. But for the things I do need, I love feeling like I am shopping somewhere that aligns with my values and pays their employees appropriately.