I don't shop at Wal-Mart anymore.  I know it's the cheapest option, but I just don't care.  I would rather pay more for my groceries than suffer substandard food quality, search fruitlessly for an employee when I need help, and wait in their abominably long checkout lines. "Well", you might say, "You're in the minority.  Most people just want the cheapest possible price." Turns out, that's not true.  Customers do care about the quality of their service, and they're voting with their dollars.  While Wal-Mart enjoyed a tiny 1.2% rise in sales this year, Costco's most recent earnings report shows an 8% sales increase and an almost $70 million rise in membership fees. Why is Costco crushing Wal-mart?