
Walking into Costco on a Saturday afternoon is truly one of my favorite things. I love all of the big screen TVs, samples, and packs of meat that could feed a small army. It makes me think every time, though, what is it about American culture that allows Costco to succeed. America is truly the land of plenty, and we celebrate our wealth every day with super sized McDonalds meals, all-you-can-eat buffets, and of course, Costco sized packs of food. This is all a reflection on how American culture differs from the rest of the world.
Now, some of it is purely logistics. America is, simply put, very spread out. Urban Sprawl is a very American phenomenon - most European cities are much more compact and densely populated. The European culture is such that people will go to the grocery store a couple of times a week. Since everything is so densely populated and people live in very close quarters, there isn't enough room to store food for weeks, so they will purchase only what they need for the next few days. Refrigerators tend to be smaller, kitchens are smaller, and there is less storage space. All of this adds up to places like Costco simply not being needed in Europe. In America, however, the story couldn't be more different. People are much more spread out, and have the storage space to keep food for months. Also, since Americans are generally located further from a store, trips to the store generally occur with lesser frequency than they do in Europe, causing Americans to want to stock up when they do go to the store. That's what makes stores like Costco so powerful in the American society.
Europeans are even blown away by Wal-Marts for their sheer size. They are more used to smaller stores with a more limited selection, rather than the one place with everything. In the end, though, American culture values places like this. Europeans consider this to be overkill, but we like things big, we like knocking out all of our shopping in one trip, and we would rather make one trip to the store per month than three trips per week.