In Costco, not all shelf space is created equal. End-of-aisle placements and high-visibility pallet positions function as battlegrounds where brands, private label, and seasonal features compete for attention. Costco uses price fencing—strategic price and placement differences between similar items—to manage category value perception while maximizing conversion. Brands that understand this dynamic position Roadshows, pricing, and bundles to compete effectively without trigger

For many brands, Roadshows are the gateway to permanent placement at Costco—but performance alone isn’t enough. Buyers don’t just look at sales numbers; they evaluate whether a brand can sustain velocity, operate at scale, and strengthen the category long-term. Brands that treat Roadshows as temporary sales spikes miss the strategic opportunity to use Roadshow performance as evidence for broader placement. Roadshows are not just selling moments—they’re auditions for shelf spa