The wholesale chain Costco announced a series of price reductions on products from its own brand Kirkland Signature, a strategy with which it seeks to strengthen its value proposition for members in the midst of an environment marked by the increase in some consumer costs.

During the presentation of results for the third quarter of 2026, CFO Gary Millerchip reported that several Kirkland brand items recorded downward adjustments to their prices.

Kirkland products that dropped in price

Among the discounted products are Kirkland Signature Crispy Wings, whose price went from $16.99 to $14.99. Milk chocolate covered almonds dropped from $19.99 to $18.99, while Kirkland golf balls dropped from $32.99 to $29.99. For king-size sheets, the cost decreased from $89.99 to $79.99.

As Millerchip explained, the company seeks to apply reductions when it detects opportunities to do so. Additionally, he noted that the Kirkland Signature brand continues to drive growth in the food and miscellaneous merchandise categories within the company.

The chain has also expanded its own product offerings with new launches such as a Kirkland Signature energy drink, sea salt popcorn and ultra-filtered milk.

Costco's strategy to offer more savings

During the same conference, the company noted that its margins recorded a year-over-year decrease, mainly due to a reduction in food margins. According to the financial director, this is due to the decision to lower the prices of frequently consumed products, including eggs and beef, with the aim of generating greater savings for members.

The company also indicated that a greater proportion of membership dues went toward fuel due to rising gasoline prices. As explained during the call, this increase is related to the war conflict in Iran.

“We have always said that we are the first to go down and the last to go up,” said the manager.

Costco bagels spark debate among consumers

While the company reduces prices on some items, another recent adjustment generated debate among consumers on social media.

Users reported that certain branches began selling Kirkland Signature bagels in individual packages of eight for $4.99. Previously, customers could purchase two packages totaling 12 pieces for $5.99.

The modification was celebrated by some buyers, who considered that the new format helps avoid food waste by allowing them to purchase a smaller quantity.

However, other consumers questioned the change, considering that the price per unit increased compared to the previous presentation. Some comments also noted size reductions in other baked goods, such as muffins, accompanied by higher prices.

The discussion reflects the different perceptions of customers regarding price and size adjustments of products, while Costco maintains its strategy of reinforcing the value of its offer through selective discounts and new private label products.