Turning Wishlists Into Reality: Co-Creating a Joyful Holiday with Members

Transforming the Holidays: How Sam’s Club is Redefining Retail with Member Collaboration

The holiday season has always been a magical time, but at Sam’s Club this year, it’s about more than just delivering value. It’s about transforming how we serve our members through co-creation with Member’s Mark, our exclusive private brand. This collaborative approach represents not only a commitment to innovation but also a reimagining of what retail can be.

Listening and Co-Creating with Members

At Sam’s Club, listening to our members has always been at the heart of what we do. Now, we’re taking it a step further by actively involving our members in shaping the future of Member’s Mark. With a community of over 50,000 passionate members, we’re creating a dialogue that extends beyond product feedback to genuine collaboration. Members contribute to everything from generating product ideas to testing and reviewing, ensuring that their voices are heard and reflected in the final offerings.

This shift marks the evolution of retail. Historically, retail operated on the premise of merchants dictating what customers needed (“We know best”), later evolving to decisions based on consumer insights (“We buy on your behalf”). Today, we’re entering a new era: “We co-create with you.”

Member-Driven Innovation: A Holiday Focus

This season, member collaboration has been central to delivering holiday cheer. Let’s dive into two standout areas: toys and food, where this partnership has truly come to life.

Toys: A Better Holiday Shopping Experience

When it comes to the holidays, members have been vocal about wanting more from the toy aisle. They value innovation and quality but are frustrated with rising prices that don’t match expectations. Our members challenged us to close this gap, and Member’s Mark stepped up to meet the demand.

Five years ago, it might have seemed unlikely that members would embrace a private brand in a category dominated by national names. However, their trust in Member’s Mark has grown, and the data was undeniable.

This holiday season, we’ve curated a balanced assortment of nationally recognized toys alongside exclusive Member’s Mark options. Highlights include the Member’s Mark Kids Pet Carrier Backpack and the Member’s Mark Farmhouse Dollhouse, both designed to combine exceptional quality with outstanding value. These additions reflect what members have been asking for—a toy selection that delights and delivers on their expectations.

Food: Flavoring the Holidays with Member Insights

Food is central to holiday celebrations, and this year, we’ve made it even more special by collaborating with our members to create a “flavor for the season.” This concept, developed over the past few years, involves tapping into member feedback to identify a seasonal flavor that inspires products across multiple categories.

In previous years, this strategy has brought flavors like hatch green chile and birthday cake to life in innovative ways. From breakfast sausages to pork entrees, hatch green chile proved a savory hit, while birthday cake inspired sweet treats like Member’s Mark Birthday Cake Popcorn and a much-loved sundae in our café.

This year, the chosen flavor is hot chocolate—a nostalgic, comforting favorite that resonates with the holiday spirit. Our lineup includes indulgent creations like Member’s Mark Hot Chocolate Bombs and Member’s Mark Hot Chocolate Truffles, designed to evoke the warmth and coziness of the season. These products are a testament to the power of collaboration, transforming member feedback into delightful experiences.

A Future Built on Collaboration

These examples demonstrate how co-creating with members is not only making the holidays brighter but also shaping the future of retail. By addressing member needs, solving problems, and delivering surprises, we’re redefining what it means to serve our customers.

Our member-inspired holiday gift guide is another reflection of this collaboration, offering ideas that are practical, innovative, and tailored to what members truly value. Together, we’re not just celebrating the season; we’re pioneering a retail model where members and brands work hand-in-hand.

At Sam’s Club, the holidays are a time for connection, joy, and innovation. This year, through the lens of Member’s Mark, we’re showing how listening, partnering, and co-creating can transform not just the season but the retail experience as a whole. It’s a celebration of community and collaboration—and it’s only the beginning.

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