If Canada had an unofficial Costco queen, it would be Tina Chow.

The Calgary resident is a Costco enthusiast whose passion for finding deals at the big-box store has gained a massive following on her YYC Canada Costco Lovers social media accounts.

In an interview, Chow said the idea to start the YYC Canada Costco Lovers group was ignited during the COVID-19 pandemic.

She says she has always been a go-to resource for friends and family whenever they need a shopping tip or general information.

"I've always been known as 411. Remember in the good old days when you used to pick up the phone and dial one for information? So people always call me that," she explains.

Chow says she didn't go to the store that often during the pandemic, but when she did, her visits were extensive.

"I probably am one of the only people that went up and down the aisles. I research everything I do; it's in my nature."

When speaking to Chow, it's evident that her brain is a database of product knowledge. She's more than just "411" — a real-life Costco encyclopedia.

"I kind of have a Rolodex memory where I skim something like I read 700 words a minute…," she says. "And when I see the product, it triggers in my head, and then I can go back and search."

A well-oiled Costco machine

At first, Chow started sending deals or cool products she found at Costco to her friends, and things grew from there.

Chow's YYC Costco Lovers has a dedicated team helping her run its social media accounts. Its Facebook page has amassed over 100,000 members, and nearly 144,000 people follow the group on TikTok.

"It happened by accident. I had no intention of being an influencer or being on social media this way. It just organically grew," she says.

@yyccostcolovers Matty M sweater. #costco #costcocanada #tinasfavyyc #yyccostcolovers #fyp #foryou #viral #tiktok #fashion #fashiontiktok #costcofashion #costcofashionfinds #clothing #costcoclothes #costco #costcofinds #costcohaul #costcoclothes #costcorun #costcodoesitagain #ilovecostco #costcoshopping #kirklandsignature #costcowholesale #affordablestyles #falloutfits #falllookbook @Costco Wholesale ♬ original sound - YYC Canada Costco Lovers

YYC Costco Lovers runs like a well-oiled machine, with each social media platform serving a different purpose for its massive community.

"I go take the pictures at Costco, and then there's the admin team, and they moderate and take care of basically everything else. I couldn't do it without them," says Chow.

She's the face of the TikTok page, letting followers know about new products and deals at the Calgary locations. One of her friend's daughters on the admin team helps her film the videos.

The videos range from lookalike UGG slippers and heated throws to food items like pumpkin spice bites and frozen cookie dough.

Thanks to group members' tips and her investigatory skills, Chow showcases items at Costco you've always wanted to buy or didn't even know existed.

@yyccostcolovers 120 chocolate chip cookies?! #costco #costcocanada #tinasfavyyc #yyccostcolovers #fyp #foryou #viral #tiktok #bulk #chocolate #chocolatechipcookies #chocolatechip #cookiedough #baking @Costco Wholesale ♬ original sound - YYC Canada Costco Lovers

Her videos have a hint of nostalgic familiarity because they're styled similarly to how presenters on The Shopping Chanel showcase items on TV.

But instead of working out of a TV studio, Chow is filming live in a Calgary Costco location. Actual shoppers surround her as she speaks to the camera about a featured product.

Filming in a busy Costco would be intimidating to many, but for Chow, it comes pretty naturally.

She says her career experiences have helped boost her confidence, including her ability to give presentations and build client relationships.

She also admits to being a natural "chatterbug" and an "extrovert." She's filmed so many videos that the process is now like clockwork.

"I just pick up the product and [say] whatever flies out, and we're done."

By now, she's grown used to fellow shoppers stopping to see what she's doing. She adds that many other folks are too busy shopping to notice her.

@yyccostcolovers Pumpkin Spice Bites. Yummmmm #costco #costcocanada #tinasfavyyc #yyccostcolovers #costcofindscanada #costcofinds #costcomusthaves #costcohaul #costcobakery #bakery #foodie #comfort #pumpkinspice #pumpkinspiceseason ♬ original sound - YYC Canada Costco Lovers

Chow says she and her team also try to be conscious of the shoppers around her and film in the store during quieter hours.

"I don't want to disrupt the flow of Costco's business or have anybody upset ever. And we respect the staff," she says.

The group has lovers and some haters

The YYC Costco Facebook group is a treasure trove of information. Group members post several times a day, sharing their Calgary Costco finds.

It doesn't take too much scrolling to realize these are serious Costco shoppers.

Many take pictures of items they spotted, along with the location and time they saw the product on the shelves.

One of the posts reads, "Sunridge location as of 11:48 a.m. Friday," including a picture of huge tumblers in two-packs.

Others ask their group members for help finding out if a particular item is in stock.

"Has anyone seen the white standup desks at any location in Calgary…?" asks a member.

Another poster asks, "Are the bigger Squishmallow boxes of 8 coming before Christmas? Or just the ornaments?"

The group even has its own "lingo" with hashtags like #FOMOOC (fear of missing out on Costco) and #IWWIWNW (I wonder what I'll want next week).

Chow is also highly active in the group, writing posts to welcome new members and showcasing good finds she spots.

Like many online spaces with passionate fans, some critics aren't entirely convinced by the group dynamics of YYC Costco Lovers.

Some have posted to the online forum Reddit, expressing that the group is too extreme with their love for Costco, and others have expressed they aren't fans of Chow's larger-than-life personality.

Chow says she doesn't respond "at all" to the negativity when asked about her critics.

"I can't make everyone happy, and engaging doesn't get anyone anywhere," she says.

A Costco community

For Chow, the YYC Costco Lovers group isn't just random people who have come together because they like Costco. It has become her community.

She's bonded with group members who have become lifelong friends, and that bond goes beyond online connections; it also applies to staff she has gotten to know in the Costco locations she frequents.

"We really respect the staff," she says.

"I think the biggest thing Costco Lovers has done for me is I still work downtown, I go downtown, I do my thing downtown, and you know, you have your little bubble downtown," she says.

"And now, you see different lives, and you respect that. They're working with the general public. You might have somebody working who is a single mom or having a hard day. Like one day, there was a staff member in tears."

@yyccostcolovers Looking for an item and you dont want to drive all over town?! #costco #costcocanada #tinasfavyyc #yyccostcolovers #fyp #foryou #viral #tiktok #costcotip #costcoinsider #costcohacks #thepodium #itemnumber #kiran #frontendstaff #costcostaff @Costco Wholesale ♬ original sound - YYC Canada Costco Lovers

"When you go in and… you yell at somebody in retail or upset about a return or a product like it's not really their fault. And they love their careers, and I love to thank them and just give them shoutouts."

While Chow and her team do not have any official affiliation with Costco, the store has provided a platform for friendship and giving back.

Chow estimates the group has raised over $300,000 for local charities in the past three years, working with organizations such as the Ronald McDonald House Charities in Southern Alberta and the Calgary Firefighters Foundation.

"I love community and giving back to the community," she says.

She explains that she works to connect people within the group to host various charity initiatives.

"I've been called the connector. So I'll connect the people so that I'm not spending all my time coordinating everything, and everybody has their role, and we all step in and push towards that initiative," she says. "And then … we celebrate it."

A trusted brand that has "everything"

It might seem trivial that folks could have such a strong passion for a big-box store, but Chow and her fellow YYC Costco Lovers aren't alone.

Last year, Costco was named Canada's most trusted brand.

Costco didn't only come out on top, tying for the most trusted brand alongside MEC (Mountain Equipment Company), but it was also named the most trusted grocery chain in the country.

And if Costco has a #1 fan, it may be Chow.

"I think one is price, great price. If you go up and down all the aisles, many people don't realize how much product they have. It's kind of a one-stop shop," Chow says.

"[It has] stationery, appliances, car supplies, seasonal items, food, freezer and fruit. [It has] everything."

With files from Isabelle Docto. This article was originally published on October 17, 2023.