
Costco Superfans: Tattoos, Community, and the New Brand Fandom
The piece surveys the surge in brand fandom, using Costco as a prime example where devoted shoppers—like Max Ellinger, who has a Kirkland Signature tattoo, and others who craft life milestones around Costco—treat the retailer as a lifestyle and community. Experts say such devotion signals identity and belonging in a polarized era, with fans forming online groups, hosting celebrations in stores, and even driving broader trends in how people express loyalty to retailers beyond traditional advertising.












