it has a negative impact on their brand perception and top line growth. Except when the economy blips into recession their growth seemingly caps at 2-4% a year,

it has a negative impact on their brand perception and top line growth. Except when the economy blips into recession their growth seemingly caps at 2-4% a year, sometimes essentially remaining flat. I always thought the secret weapon to attracting wealthier shoppers is their far too under-capitalized and under-utilized Sam's Club model that is similar to Costco, but not Costco. I think thats what they should have invested in far more to attract the wealthier demographic. Most upper middle class+ people I know shop at Costco varying from often to religiously. Same with Trader Joes, actually. I always thought Walmart was the "lesser" brand personally, but HQ never seemed to grasp this