The holidays are always a special time, but this year at Sam’s Club, they’re about more than just delivering value – we’re transforming the way we serve our members by co-creating with them through Member’s Mark, our private brand exclusively available at Sam's Club.
We’ve always prided ourselves on listening to our members, but now we’re taking it to the next level. Through our 50,000-member-strong Member’s Mark Community, we’re not just listening — we’re partnering with our members every step of the way, from product ideas to reviews. This collaboration is shaping how we show up for the holidays and beyond.
This shift also reflects what we believe is the future of retail. For years, retail has evolved from merchants deciding what’s best for customers (“We know best”) to incorporating consumer insights (“We buy on your behalf”). Now, we’re entering an exciting new era:
“We co-create with you.”
Let me give you a couple of examples of how this approach has come to life this holiday season:
Toys: Member insights in action
If there’s one thing members have been clear about, it’s that they expect more from the toy aisle, especially during the holidays. They’ve told us they love brands that innovate but are losing patience with those that raise prices without delivering on quality and innovation. That leaves a big gap in the market – and members told us they expect Sam’s Club to close that gap.
So, we got to work – with Member’s Mark leading the way. Five years ago I wouldn’t have even dreamed that members would want and trust a private brand to play in the national brand heavy toy category. But the data was loud and clear.
The results for this holiday season? An incredible assortment of national-brand toys alongside new Member’s Mark options, including Member’s Mark Kids Pet Carrier Backpack and our Member’s Mark Farmhouse Dollhouse, that deliver the quality and value our members expect.
Food: Bringing the holidays to life with flavor
Now, let’s talk food — a holiday essential. One of the ways we’ve partnered with our members to make this season magical is by embracing a “flavor for the season,” a concept we’ve been perfecting over the past few years. It’s a simple but powerful idea: taking our members’ input and turning it into products they’ll love.
Each year, we work with thousands of members to select a standout flavor that sets the tone for the season. Once chosen, we incorporate it across a variety of categories throughout the club. In the past, members have loved flavors like hatch green chile, which appeared in everything from breakfast sausages to pork entrees, and birthday cake, which inspired hits like Member’s Mark Birthday Cake Popcorn and a fan-favorite sundae in our café.
This holiday season, the choice was clear: hot chocolate. And we’re bringing it to life with delicious offerings like Member’s Mark Hot Chocolate Bombs and Member’s Mark Hot Chocolate Truffles, designed to capture the cozy, nostalgic warmth our members crave this time of year.
These are just two examples of how we’re partnering with our members to make their holidays brighter — and their lives easier. It’s about solving their problems, surprising them with great ideas, and creating moments of joy.
Take a look at our member-inspired gift guide for even more. Together, we’re not just celebrating the holidays — we’re setting the stage for the future of retail.
