Why Is Costco Rationing Gold Bars?
Gold is the new toilet paper, at least at Costco. The wholesale giant is now limiting the number of 24-karat gold bars its members can buy, as surging demand meets skyrocketing prices in a turbulent global economy.
Costco's website recently posted new restrictions on its two most popular bullion items:
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PAMP Suisse Lady Fortuna Veriscan 1 oz bar – $3,389.99
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Rand Refinery 1 oz bar – $3,249.99
Members are now allowed only one transaction per day, with a maximum of two bars every 24 hours. That’s a dramatic tightening of limits from earlier in the year, when buyers could snap up five gold bars per day.
The Rise of the Costco Gold Craze
Costco started selling gold bars in 2023 — and what started as a curiosity quickly became a retail phenomenon. The company sold a staggering $100 million worth of gold bars in the final quarter of 2023 alone.
Despite being non-refundable and sold exclusively online, these bars have become one of Costco’s hottest luxury items. According to executives, even affluent shoppers are drawn to the Costco value on precious metals.
“Affluent people love a good deal,” said Costco Chairman in a recent interview — and apparently, a good deal now includes a small gold fortune.
Why the Surge in Gold Demand?
The appeal of gold as a safe-haven asset has never faded — but in the past year, it’s gained new urgency. With inflation concerns, market volatility, and rising geopolitical tensions, gold has become a favorite among cautious investors.
According to the BBC, gold prices have climbed over 40% in the past 12 months. Even with a recent dip reported by Reuters (the biggest weekly loss since last November), long-term demand appears to be growing.
Costco isn’t just riding that wave — it’s helping drive it.
Related: Rolex Watches: How Rising Gold Prices are Shaping the Luxury Watch Market in 2025
Why the Purchase Limits Now?
The shift to tighter restrictions could be Costco’s way of:
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Managing supply and inventory amid a rush in demand.
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Preventing hoarding and bulk reselling by third-party traders.
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Protecting the exclusivity and availability of the product for average members.
What once seemed like a niche offer has now become a serious investment vehicle for everyday Americans. And Costco, known for selling everything from $1.50 hot dogs to diamond rings, is now your friendly neighborhood gold dealer — with fine print.
Conclusion
As more consumers hedge against economic uncertainty, Costco’s move to limit gold sales reflects not scarcity — but strategy. In a world where wealth is increasingly measured in tangible assets, gold has become both a symbol of value and a ticket to security.
And if you’re hoping to stock up next time you buy a rotisserie chicken and a 40-pack of toilet paper — just remember, you’ll only get two bars per trip.
