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Costco's cereal selection and coffee selection are definitely not as good as Sam's but overall, I prefer Costco.Costco is a little better overall, but also worse in some ways. Like Costco needs to get it in gear with their mobile app. You can't scan & go to checkout with your phone like you can with the Sam's app, and you can't use your phone at the gas pumps. I think Sam's tends to have more name brand options overall, while Costco leans pretty heavily on their Kirkland brand.
But Costco's online shopping experience is definitely better (Sam's doesn't have free shipping on most things unless you pay extra for their Plus membership), and Costco's unlimited return policy is sweet. I just dropped a couple grand on a new leather sofa that I ordered through Costco.com, partly because that return policy also applies to furniture. Like if you decide you want to return it, they'll come pick it up.
They also changed up the layout in our Sam's where I live, and I hate the new layout but I'm sure those opinions vary.