Similarly, club stores resonate with budget shoppers because they emphasize getting more for less. The smaller rival of Costco and Walmart -owned Sam's Club is just the latest warehouse club to share its goals for expansion. The company plans to open a dozen new clubs this fiscal year, including an already announced club in Louisville, Kentucky. Most of the Marlborough, Massachusetts-based retailer's clubs have been concentrated on the East Coast. BJ's Werner said the company's typical customer has an average household income of between $75,000 and $100,000.

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