Sam's Club issues a warning to all its members in the U.S.: No one expected it

The economic situation in the United States has become increasingly uncertain for many families. Although some indicators show strength, there are worrying signs that are making consumers act more cautiously. In this scenario, major chains must adapt so they don't lose their customers' trust.

Sam's Club surprised everyone by announcing an unexpected strategy for their members. Amid inflation and global instability, their Chief Financial Officer (CFO) Todd Sears explained that the chain will keep betting on low prices as an essential part of their model. This announcement comes at a key moment, when many are preparing for adjustments in their daily spending.

A shopping behavior that doesn't change

During the Evercore Consumer & Retail Conference in 2025, Sears provided concrete data about consumers' habits. According to him, "the consumer remains very aware and very selective with what they buy." This trend has stayed the same for more than eight quarters.

Since 2022, members have prioritized buying food over non-essential products. "Even with more moderate food inflation, prices are still high and customers keep making the same decisions," Sears explained. The change in the shopping mix reflects a caution that the chain keeps a close eye on.

Meanwhile, Sam's Club has achieved significant growth amid these circumstances, according to The Street. Since the start of the Covid-19 pandemic, the brand has grown by nearly 50% while keeping the same number of stores. "That momentum gives us confidence that we can keep growing at that pace," the CFO stated.

A bet on savings and convenience

The executive also emphasized that the focus on convenience has intensified. "Everything we give them to improve the in-store or online experience, they're taking advantage of," Sears said. This interest in making shopping easier is part of the plan to strengthen the relationship with customers.

However, the most striking announcement was the commitment to keep prices low despite inflationary pressures. "Keeping prices low isn't new for us, it's part of our DNA," said Todd Sears, stressing that up to 90% of profits come from membership fees. That structure allows them to adjust margins to a minimum to benefit the consumer.

The strategy includes careful management of the supply company. "Everything we do to keep prices low is what we've always done," the CFO explained. He mentioned the example of imported fruits like pineapples and bananas, whose prices haven't gone up thanks to reduced waste and efficient management.

In a context where inflation has slowed but is still present, the promise from Sam's Club is unexpected. Many retailers have been forced to raise prices or reduce offers. But the brand seeks to set itself apart by keeping its commitment to members and strengthening its value proposition based on savings.