Sam's Club has raised prices again. This time, the product stoking consumer frustration isn't imported steak or trendy snacks—it's an ordinary carton of eggs. Recently, shoppers across multiple cities have taken to social media to report that the club's popular "Selected Fresh Eggs" (1.59kg, 30-count) have quietly increased from 18.9 yuan to 21.8 yuan per box, a jump of 3 yuan representing over a 15% hike.

The price change quickly sparked a chain reaction, with comment sections filled with confusion and complaints: "Eggs can go up this much?" "Fewer and fewer things at Sam's offer good value," and "If prices keep rising, why doesn't the membership fee come down?" Some consumers also noticed that multiple fresh egg products are now marked with a "limit 2 per customer" notice on both the Sam's Club app and mini-program, with some cities even experiencing the paradox of "harder to buy after the price hike," leaving many household shoppers feeling they need luck just to grab a carton of eggs.

In response to the price adjustment, a Sam's Club customer service representative told the BUG column: "Since eggs are agricultural products whose prices are influenced by market conditions, the overall price trend has been upward in recent months. We had tried to maintain the original price for as long as possible, but to ensure continued supply, a price adjustment is now necessary. At the same time, we will use measures such as staggered restocking and moderate purchase limits to try to meet the daily shopping needs of member households."

Notably, this is just one of several price adjustments consumers have clearly noticed over the past six months. From the snack aisle to the meat section, and now to the egg shelves, "Sam's Club price hikes" are evolving from an occasional event into an ongoing, persistent signal—prompting members to question whether the annual membership fee is still worth it.

Once Prices Go Up, They Don't Come Back Down

In recent days, consumers from various regions have posted photos showing that the "Selected Fresh Eggs" 1.59kg (30-count) at Sam's Club has risen from 18.9 yuan to 21.8 yuan, a 3 yuan increase per box, exceeding 15%. A search by the BUG column found that this price change has been applied simultaneously across physical stores and online channels. Meanwhile, multiple fresh egg products are now labeled with "limit 2 per customer" on the app and mini-program. Regarding the purchase limit policy, the same Sam's Club customer service representative stated: "We will implement moderate purchase limits based on actual supply conditions, prioritizing the daily needs of member households. The specific limit is subject to in-store or online page notices."

Eggs are not the only category seeing price increases. Many members report that several products have seen varying degrees of price hikes this year, with fresh meat price changes being particularly pronounced. In early July, popular meat items such as Australian beef thin slices and pork ribs were already repriced. One consumer noted that a 1.6kg package of Australian beef shank rose from 165 yuan to 218 yuan, an increase of over 30%, while Australian beef thin slices and Australian grain-fed brisket also saw price increases. Additionally, the price hikes have extended to snacks and fruits: Spanish imported almond chocolate ice cream went from 69.9 yuan to 89.9 yuan, MM Antarctic toothfish fillets rose from 399.9 yuan to 439.9 yuan, 1kg packages of red strawberry increased from 79.9 yuan to 89.9 yuan, and raspberries were adjusted from 49.6 yuan to 54.9 yuan.

Consumer reactions to Sam's Club's frequent price adjustments are divided. A Beijing shopper told the BUG column: "Egg prices at the wet market have been rising for a while—brown eggs are now about 6 yuan per jin, and white eggs are even pricier. Egg prices always fluctuate in summer, so I can understand Sam's raising prices. My concern, though, is that once a big-box store like this raises prices, they never come back down." Other consumers are puzzled by the move, arguing that Sam's Club's touted "ultimate value for money" is being diluted. Some complain that the quality of eggs hasn't improved alongside the price, leaving no clear advantage over regular supermarkets. "Might as well just shop at a regular supermarket," one said, with some even considering not renewing their memberships out of disappointment.

Sam's Club Complaints Surpass 10,000

Today, Sam's Club opened its first store in Shijiazhuang. According to local shoppers, large crowds lined up early in the morning to enter, with some time slots requiring 2-3 hour waits due to the massive influx of people. Many users complained about the experience, describing it as "crowded to the point of suffocation," "escalators packed with people," and "going in isn't shopping, it's an ordeal."

In fact, over the past year, Sam's Club has been accelerating its store expansion in China. Last night, Wal-Mart (NYSE: WMT) reported its second-quarter results for fiscal 2027, with total revenue of $186.4 billion, up 5.1% year-over-year; adjusted operating profit of $9.2 billion, up 17.4%; and adjusted earnings per share of $0.81, up 19.1%. Chinese membership has become a key driver of double-digit growth in Wal-Mart's China business. The earnings report showed that net sales in China reached $7 billion for the quarter, up 20.7% year-over-year, with comparable sales up 9.7% and e-commerce growing 26%. Sam's Club opened 11 new stores in the past 12 months, including 4 in the quarter. Wal-Mart's CFO, John, stated clearly during the earnings call that Sam's Club China's membership numbers have "hit an all-time high."

According to BUG column statistics, Sam's Club has significantly accelerated its store openings over the past two years: in 2025, it set a record for annual store openings in its 29 years in China with 10 new stores. In the first half of this year, it opened four stores in Wuxi, Foshan, Jinan, and Qingdao, and according to its official WeChat account, six more stores will open in the second half of the year in Shijiazhuang, Beijing Fangshan, Jiangyin, Foshan Chancheng, Taizhou, and Tianjin Hongqiao. This brings Sam's Club China's total new stores for 2026 to 10, matching last year's pace.

However, even as membership numbers hit new highs and store expansion accelerates, Sam's Club's quality control issues continue to mount. On the Black Cat Complaint platform, the "Sam's Club" tag has accumulated over 16,000 complaints, with issues ranging from food safety and spoilage to foreign objects. Media reports indicate that since the second half of 2025, Sam's Club has been involved in at least 10 food safety incidents that drew widespread attention, spanning fresh produce, bakery items, private-label products, and rapid delivery services. These include a pesticide residue exceedance for scallions at its Chengdu store in August 2025; in March 2026, "high-mountain spiral peppers" in Shenzhen were found to have non-compliant dinotefuran residues and were ordered off shelves and recalled; and a live mouse was discovered inside a麻薯 (mochi) box from Shenzhen's "Jisuda" rapid delivery service.

In June this year, in response to the recurring food safety problems found at Sam's Club physical stores and online shops during a period, the State Administration for Market Regulation lawfully conducted a responsibility interview with the person in charge of Wal-Mart (China) Investment Co., Ltd., which serves as Sam's Club's headquarters. Sam's Club's relevant person in charge responded, stating full recognition, deep reflection, and sincere acceptance of the issues and rectification requirements pointed out by regulators during the interview, while expressing deep apologies for the trouble and inconvenience these issues have caused members.

An industry analyst commented: "As the consumer market becomes increasingly rational, shoppers are more sensitive to price changes. If product prices continue to rise without sufficient information disclosure, some users will vote with their feet and switch to other channels. For Sam's Club, balancing supply chain costs and product quality control while addressing members' demands for price transparency has become an unavoidable practical issue."