The Costco Strategy: Why Less Choice Makes You Spend More
Walk into Costco and you won’t find 30 brands of peanut butter—maybe just two.

That’s not a limitation. It’s strategy.

A typical grocery store stocks 30,000–50,000 items. Costco? Around 3,700. By reducing choice, they reduce decision fatigue. Shoppers feel confident, not overwhelmed—and they buy more.

Behavioral economics calls this “choice reduction.” Fewer options, higher conversion. For Costco, it’s billions in revenue.

The money lesson? Simplicity sells. In business and in life, fewer, smarter choices beat endless options.

Less noise. More action. Costco mastered it.

Good Morning, Money.

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