Perhaps this depends a lot on location. Parking is a nightmare at my local Costco. The employees are friendly enough most of the time. I truly admire the value and business model but Costco is pretty much the absolute worst shopping experience I can think of.

I find the experience of shopping at Costco very uncomfortable. The parking lots are jammed packed, everyone is darting around with large shopping carts, the lines for the cashier are long, sales people are trying to pitch me on travel deals as I walk by - it almost feels like going through a busy airport. I am a Costco member, but I only go to the store when I really need to. The fact that I can shop Costco via Instacart was a gamechanger for me.

For lots and lots of Americans, endless consumerism, driving and junk food are not a part of the dream in any way.

ample parking? Not at any locations in my area. Even on weekdays.

The hotdogs. You know the world is ending when Costco raises the prices of their hotdog.