In a move that underscores the explosive demand for physical gold, Costco Wholesale Corporation has implemented new purchasing limits on its coveted gold bullion products. As of May 16, members of the wholesale giant are now restricted to just two one-ounce gold bars per 24 hours—a stark contrast to earlier policies that allowed as many as five daily purchases.

This isn’t just a story about a big-box retailer. It’s a reflection of something much larger: mainstream American consumers are racing to get their hands on physical gold, and that demand is forcing even retail giants to adapt.

Costco’s meteoric gold sales are nothing short of extraordinary. Since launching bullion offerings in 2023, the company has sold over $100 million worth of gold bars, and sales continue to climb. In fact, during a September earnings call, CFO Gary Millerchip pointed to “double-digit” increases in online gold sales as a meaningful contributor to the company’s e-commerce performance. With gold often selling out within hours of restocking, the appeal is clear—and not just to customers. Analysts are taking notice.

“I’m just curious,” asked Evercore ISI’s Greg Melich with a chuckle, “any plans to bring Kirkland Signature into the gold bullion market?”

While Costco CEO Ron Vachris quickly shot down the idea, it speaks volumes that the notion is even on the radar of Wall Street.

But let’s not miss the bigger takeaway here: Gold is no longer just for institutional buyers or hedge funds. It’s become a safe-haven asset for everyday Americans concerned about inflation, economic instability, and global uncertainty.

The Spot Price Speaks for Itself

When Costco first rolled out its gold bars, the spot price of gold hovered around $1,810 per ounce. Fast forward to today, and gold has reached a historic high nearing $3,500 per ounce. That’s nearly a 93% surge in just over a year. While many assets have struggled in the face of tightening monetary policy and geopolitical volatility, gold has proven once again to be a reliable hedge.

This rapid appreciation has not only validated long-time precious metals investors but also drawn in a new class of buyers who now view gold as a critical piece of a diversified investment portfolio.

A Shift in Retail Psychology

What’s happening at Costco is a barometer for wider investor sentiment. The introduction of purchase limits isn’t just about controlling inventory; it’s about managing surging demand in a climate where supply chains for precious metals remain tight and geopolitical tensions continue to flare.

Even more interesting is Costco’s quiet rollout of platinum bullion bars—another signal that consumer appetite for hard assets is expanding beyond gold alone. The company now offers one-ounce platinum bars made by MKS PAMP, a Swiss metals producer. With a similar five-bar maximum per member, Costco is preparing for another wave of precious metals enthusiasm.

Retailers don’t launch these products without rigorous demand forecasting. And when one of the world’s largest retailers can’t keep bullion on the shelves, it’s time for investors to pay attention.

Why Investors Should Take Note

The current macroeconomic environment is defined by rising debt, weakening currencies, and lingering inflation concerns. Central banks around the world continue to buy gold at record pace. Sovereign wealth funds are increasing allocations to precious metals. And now, U.S. retail investors are doing the same—at scale.

For those watching from the sidelines, the message is clear: the demand is real, and the window to secure physical gold and silver at favorable prices is narrowing.

At GoldenCrest Metals, we believe that every investor deserves access to safe, proven stores of value—especially when markets are this uncertain. Whether you’re considering gold for the first time or looking to expand your holdings, now is the time to take action.

Our specialists are here to help you explore your options, answer your questions, and walk you through the simple steps of investing in physical gold and silver, tailored to your financial goals.

Contact GoldenCrest Metals today to speak with a precious metals expert and learn how to protect your wealth with the same assets that Costco customers can’t get enough of.

Source:
https://www.kitco.com/news/article/2025-05-19/costco-announces-two-bar-24-hour-limit-gold-purchases-bullion-sales-soar