Many brands ask the same question before entering Costco: what is a Costco roadshow, and is it worth the investment?  A Costco roadshow is a temporary, in-store selling event where brands showcase products directly to Costco members. These events are closely monitored by Costco buyers and often serve as a critical test for velocity, engagement, and operational execution. Brands that understand how Costco roadshows work use them as a powerful growth tool, while others struggle