The first time I visited a Costco warehouse, circa 2005, I was floored by the almost unbelievably low prices I saw. 

Those ultra-low prices are long gone, though.

Like many retailers, Costco has been forced to raise its prices through the years to keep up with inflation. And that’s understandable. 

It would almost be ridiculous to expect Costco to maintain its price points from 20 years ago. And while Costco has held its $1.50 hot dog and soda meal price steady for about 40 years and counting, the company can only inflation-proof so many deals before running itself out of business.

Still, my recent trips to Costco have been a bit painful. A lot of products have shrunk in size, gone up in price, or, in some cases, done both at once. And while I’m still getting a good deal compared to other stores, it’s not the same good deal I used to get years back. 

Still, as a 20-year member, I appreciate the fact that Costco always does its best to keep prices down, even during periods when everything else seems to be going up.

Costco just slashed prices on key products

Costco doesn’t tend to make a huge show about reducing prices. You won’t see gigantic sale signs all over the store because that’s just not how Costco operates.

Rather, when Costco lowers prices, it tends to just do it without fanfare. And during Costco’s most recent earnings call, the company confirmed that during the past operating quarter, a number of popular products went down in price. 

Related: Costco takes big step to fix one of members’ biggest complaints

As CEO Ron Vachris said, “At Costco, we always want to be the first to lower prices and the last to raise them. During the second quarter, we lowered prices on key items such as eggs, cheese, coffee, and some paper products as we saw lower inflation in these commodities.”

Costco was also able to reduce prices as a result of easing tariffs.

As Vachris said, “We will continue to be a pricing authority, and as some tariffs have been reduced, we are lowering prices on affected items such as certain textiles, bedding, and cookware SKUs.”

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Kirkland Signature items with recent price reductions

Costco recently lowered prices on these specific Kirkland Signature products:

  • Kirkland Signature butter fell from $13.89 to $8.49 
  • Kirkland Signature 12-count organic coconut water fell from $12.79 to $10.99
  • Kirkland Signature organic seaweed fell from $10.99 to $9.99
  • Kirkland Signature two-liter Italian extra virgin olive oil fell from $29.99 to $24.99
    Source: Costco Q2 2026 earnings call

Related: Costco vs. Sam’s Club: Memberships, prices & perks compared

Costco’s signature line gives it more pricing flexibility

It’s not at all a coincidence that some of Costco’s most notable price reductions this past quarter stemmed from its Kirkland Signature brand. 

Not only does the Kirkland Signature line allow Costco to stay competitive price-wise, but it helps the company maintain its reputation for quality products. 

As retail expert Dave Wendland told Retail Wire, “Above all else, Kirkland Signature is trusted. This means that consumers have come to rely on the quality, consistency, and value provided by this brand.”

In fact, one of the smartest things Costco has done with its Kirkland Signature line is to consolidate all products under a single name. That makes the brand easily recognizable, leading to strong sales.

When members see the Kirkland Signature label, they tend to associate it with quality, whether it’s a food product, clothing item, or something else. And the fact that Kirkland Signature tends to offer competitive prices is a further driver of the company’s success.

But lowering prices at a time when food costs are up 2.9% annually, according to the most recent Consumer Price Index, is also strategic on Costco’s part. 

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As CFO, Gary Millerchip said during the company’s most recent earnings call, “Our goal is to be the first to lower prices where we see opportunities to do so.”

It’s clear that by lowering prices and then talking about it after the fact, Costco is incredibly committed to that goal.

Maurie Backman owns shares of Costco.

Related: Sam’s Club copies a popular Costco snack item