The Strategy
Sam's Club is playing hardball in California, taking the fight straight to Costco’s backyard. The Walmart subsidiary just launched its 31st location in the state, opening a massive 170,000-square-foot store in Lathrop. This is a big deal for the area, as it marks the first Sam’s Club in San Joaquin County. Club manager Ann Perry and Lathrop Mayor Paul Akinjo kicked things off with a ribbon-cutting ceremony, which included $35,000 in local grants for groups like Toys for Tots and the Boys & Girls Club.
Saving the Bag
The move is all about undercutting the competition. While Costco is the heavyweight in California, Sam’s Club is leaning into its price advantage to steal market share. Through September 30, the new Lathrop location—along with stores in Sacramento and Concord—is offering major membership discounts. You can snag a standard Club membership for $25 (usually $60) or a Plus membership for $50 (usually $120).
Even without the promo, Sam’s Club is currently cheaper than Costco’s $65 Gold Star and $130 Executive tiers. Plus, they’re adding perks like fresh daily sushi and tortillas, alongside their one-hour curbside pickup. The chain is also rolling out a fresh rebrand, featuring new self-scan tech and outdoor cafe seating, with another location already slated for Visalia.
Why it matters
It’s giving major 'retail wars' energy. By using aggressive pricing and tech-forward store remodels, Sam’s Club is betting that California shoppers will value the savings enough to switch sides. If you’re trying to optimize your monthly expenses, keeping an eye on these warehouse membership deals is a massive W for your wallet.
