7 Costco habits that quickly separate old money from new money

by Lachlan Brown | May 5, 2026, 9:35 pm

There’s a world of difference between old money and new money, and it’s not just about the size of the bank account.

The distinction lies in the habits, the way money is spent and where it’s spent. Believe it or not, these differences are visible even during a routine trip to Costco.

Old money has an inherent understanding of value, knows where to invest and when to hold back. New money, on the other hand, can often be spotted splurging on the flashiest items without a second thought.

In this article, we’ll unveil seven Costco habits that instantly tell you if you’re dealing with old money or new money.

Whether you’re an academic looking to understand economic behaviour, a novelist seeking character inspiration or a business writer interested in consumer trends, read on because there’s a lot to learn from the shopping carts at Costco!

1) Bulk buying

When it comes to shopping at Costco, the first habit that separates old money from new money is the approach to bulk buying.

Old money individuals know that buying in bulk can save money in the long run. They’ve mastered the art of purchasing non-perishable items, such as toilet paper or canned goods, in large quantities.

This not only saves them money but also time, as fewer shopping trips are needed.

New money, however, tends to be more spontaneous. They’ll often be attracted to the newest product or the shiny gadget on display, without considering whether it’s a necessary purchase or if they’re getting the best value for their money.

This isn’t about being cheap or extravagant, but about understanding the value of a dollar and making purchases that make sense in the long term.

The way someone shops at Costco often reflects their financial savvy, making it an interesting place to observe these behaviours.

2) Brand loyalty

A few years ago, I found myself at Costco with a friend who comes from an old money family.

As we navigated the aisles, one thing stood out to me: He consistently reached for the same brands, especially when it came to staple items like pasta, olive oil, or cleaning supplies.

I asked him why he didn’t experiment with other, sometimes cheaper, brands.

His response? “My family has been buying these products for years. We trust the quality and know we’re getting our money’s worth.”

This was a sharp contrast to my shopping habits.

Coming from a new money background, I’m always on the lookout for new brands or trending products. The allure of the ‘new’ often overshadows brand loyalty for me.

This isn’t to say one approach is better than the other. It’s simply a noteworthy difference in shopping habits at Costco that can hint at someone’s financial background.

Old money tends to stick with tried-and-true brands they trust, while new money is more open to exploration and experimentation.

3) Private label products

Costco’s private label brand, Kirkland Signature, is a clear representation of value for money.

The products under this label often match or even surpass the quality of name brands, at a fraction of the cost.

Old money individuals are more likely to fill their carts with these Kirkland Signature items.

They understand that higher price doesn’t always mean better quality. They’re not as swayed by the prestige of big-name brands, instead prioritising the balance between cost and quality.

New money, on the other hand, might overlook these private label gems and opt for well-known brands instead.

This might be due to a perception that more expensive equals better or simply because they’re used to certain brands from their pre-wealth days.

4) Seasonal items

Another habit that separates old money from new money at Costco is the approach to seasonal items.

Old money often plans ahead. They know that seasonal items are typically discounted towards the end of the season and will wait to make their purchases.

They’re not fazed by the fear of missing out on the latest seasonal trends. Instead, they focus on practicality and long-term value.

New money, conversely, is more likely to buy seasonal items right away, often swept up in the excitement of new arrivals.

The idea of getting the latest summer patio set or holiday decorations as soon as they hit the shelves is more appealing than waiting for end-of-season sales.

This approach to shopping reveals a lot about how each group views money.

Old money sees it as a long-term asset to be managed wisely, while new money tends to live more in the moment, enjoying the benefits of their wealth as they come.

5) Impulse buys

I’ll admit it, I’ve fallen victim to the allure of impulse buys at Costco.

You know the ones: Those tempting items placed near the checkout lines or the end caps filled with shiny new products.

There was this one time when I ended up buying a giant teddy bear for no good reason, other than it being incredibly soft and cuddly.

Did I need it? Absolutely not. But did I buy it? Yes, I did.

On the other hand, my old money friend would navigate past these potential impulse buys without batting an eye.

He had a shopping list and stuck to it rigorously. For him, these items were just distractions.

This difference in habits is another indication of how old money and new money approach spending.

Old money is typically more disciplined and less inclined towards impulsive purchases, while new money can be more susceptible to the allure of ‘retail therapy’.

It’s not a hard and fast rule, but it’s a trend that often holds true in the bustling aisles of Costco.

6) Buying in advance

Another Costco habit that often separates old money from new money is buying in advance.

Old money individuals typically plan their purchases well ahead of time. They keep an eye on upcoming sales and are more likely to buy items like gifts, household supplies, or seasonal necessities well before they’re needed.

In contrast, new money individuals might be more prone to last-minute shopping. The luxury of being able to afford things whenever they’re needed can sometimes lead to a lack of planning and foresight in purchases.

Again, it’s a subtle difference, but one that speaks volumes about the differing approaches to wealth management between old and new money.

Planning ahead for purchases is a simple strategy that can lead to significant savings in the long run, a strategy often employed by those with old money.

7) Understanding of value

At the heart of all these habits lies one key principle – an understanding of value.

Old money individuals understand that the lowest price tag doesn’t always equate to the best deal. They’re not afraid to invest in high-quality items that will last, rather than cheaper alternatives that may need to be replaced often.

On the other hand, new money individuals might still be adjusting to their wealth and could be more drawn to luxury brands or high-priced items, equating cost with quality.

In the end, it’s not about judging one’s spending habits but learning from them.

Understanding the value of a product, beyond its price, is a fundamental step towards wise financial management, irrespective of how old or new your money is.

Final thought: It’s about perspective

Underneath the Costco habits that distinguish old money from new money is a profound lesson about perspective.

The way we view and handle money is often a reflection of our life experiences, values, and perspectives.

Old money’s focus on long-term value and practicality isn’t necessarily better than new money’s willingness to enjoy the present and indulge in the latest trends. It’s simply different.

A quote from Warren Buffet, one of the most successful investors of all time, sums it up perfectly: “Price is what you pay. Value is what you get.”

Whether you’re from old money or new money, the key takeaway here is about understanding the difference between price and value, and making informed decisions that align with your long-term financial goals.

Next time you’re walking down the aisles of Costco, take a moment to reflect: Are your shopping habits serving your financial goals? Are they indicative of the way you want to handle your wealth?

Every item in your cart tells a story not just about your spending habits, but also your financial understanding and values.

Make sure it’s a story you’re proud to tell!

Lachlan Brown

Lachlan Brown is an entrepreneur and co-founder of Brown Brothers Media, a digital publishing network reaching tens of millions of readers monthly. He holds a Graduate Diploma of Psychological Studies from Deakin University, though his real education came afterward: a warehouse job shifting TVs, a stretch of anxiety in his mid-twenties, and the slow discovery that studying the mind is not the same as learning how to live well. He started experimenting with Buddhist principles during breaks at the warehouse and eventually began writing about what he was learning. That writing became Hack Spirit, a widely read personal development site, and his book Hidden Secrets of Buddhism became a bestseller. His work breaks down complex ideas into frameworks people can apply immediately, whether they are navigating a career change, a difficult relationship, or the gap between knowing what to do and actually doing it. Lachlan splits his time between Singapore and Saigon. He writes about high-performance routines, decision-making under pressure, digital innovation, and the intersection of Eastern philosophy with modern life. His perspective comes from having built things from scratch, failed at some of them, and learned that clarity comes from practice, not theory.