Costco may have another winner after its gold bar success: Gift cards

After Costco’s gold bars went semi-viral , the wholesaler’s latest value-focused offering has caught Oppenheimer’s eye. The investment firm found brands such as DoorDash , Instacart and Uber among the discounted gift cards in store for the first time during a store check, according to analyst Rupesh Parikh. He said it sticks out as a benefit that can keep consumers engaged — even while they become more choosy about where to shop and spend. “We continue to see improvements in the quality of COST’s treasure hunt from stronger brands in apparel/consumer durable offerings to a more powerful assortment of discounted gift cards in store,” Parikh told clients. “In a mixed discretionary backdrop lately, we believe this has contributed to a meaningful improvement in non-foods category trends and the company’s standout performance.” The three gift companies’ cards are selling at $79.99 for a $100 value, reflecting a discount of about 20%. While he called these additions to the gift card lineup “attractive,” the analyst said he’s unsure of how long they will be in store. To be sure, Costco has long offered gift cards at a discount for other brands. But Parikh pointed to the new businesses included as part of a broader effort to improve non-food offerings, a push that also includes bringing popular products like Nike apparel, HydroFlask water bottles and Dyson hair tools to aisles. This category also includes gold bars, which Wells Fargo in April estimated accounts for as much as $200 million in monthly sales. Work on this front appears to be paying off, with Parikh noting Costco’s non-food business has grown in both June and July. He said this momentum should continue looking ahead. It also comes after the Washington-based wholesaler announced last month that it would raise membership fees in the U.S. and Canada. The base annual membership will increase by $5, while the higher-tier “executive” plan will rise by $10. Costco shares have jumped more than 37% this year, building on 2023’s advance of almost 45%. But the average analyst surveyed by LSEG sees a pull back ahead after that big run, with a price target reflecting downside of around 1.5%. Still, the majority of analysts have buy ratings on the stock. Parikh said investors should buy on any dips in the stock’s price. He noted that potential catalysts ahead include a stock split, he said.