Costco just rolled out a major change that has shoppers talking. The warehouse giant now gives its Executive Members special early shopping hours, but not everyone is happy about it.
What Changed at Costco?
Starting June 30, 2025, Costco’s priciest “Executive Member” plan, which costs $130 per year, can now exclusively enter warehouses beginning at 9 am through 10 am Sunday through Friday. On Saturdays, the time slot is from 9 am to 9:30 am.
This means Executive Members get an hour before regular members to shop in peace. Regular Gold Star members ($65 per year) must wait until 10 am on most days and 9:30 am on Saturdays to enter stores.
The early access policy isn’t completely new. This initiative revives a perk previously offered to Executive Members but phased out years ago. Now Costco is bringing it back to add more value to its premium membership.
Why Did Costco Make This Change?
Costco wants to make Executive Membership more attractive. Executive memberships grew significantly faster, up nearly 10 percent to 35.4 million members. The company sees this as a way to keep premium members happy and justify the higher cost.
The change puts Costco in line with competitors. Sam’s Club’s policy for Plus members already offers similar early access benefits. Costco needed to match these perks to stay competitive.
Mixed Reactions from Shoppers
The new policy has created a divide among Costco fans. Some love the idea of shopping without crowds, while others feel left out.
Some shoppers have expressed discontent, viewing the early access as exclusionary and merely a replication of benefits offered by competitors. Criticism has also emerged regarding the impact on elderly non-Executive customers who traditionally wait outside the store for its regular opening.
One frustrated member posted online: “As an executive member, I don’t care about an hour earlier. Bring back the combo pizza and the churros.” This shows that some Executive Members want food court improvements instead of shopping perks.
Executive Membership Benefits Beyond Early Access
Executive Members get more than just early shopping hours. Executive members receive 2% rewards on their purchases, up to $1,250 per year, in addition to other benefits and discounts.
The rewards program got an upgrade, too. We also increased the cap on the Executive Membership 2% Reward from $1,000 per year to $1,250 per year starting September 1, 2024.
Who Benefits Most from Executive Membership?
The math is simple. If you spend $6,500 or more per year at Costco, the 2% rewards cover the $65 upgrade fee from Gold Star to Executive. The early access is just a bonus.
Over half of new members are under 40 years, a significant younger shift in the company’s traditional, more mature demographic. Younger shoppers might especially value the time savings from early access.
What This Means for Regular Members
Regular members shouldn’t worry too much. They still get full access to all products and services. The only difference is timing. Most people shop during regular hours anyway.
U.S. warehouses will stay open one extra hour on Saturdays, closing at 7 pm for all members. This gives everyone more shopping time on weekends.
Is the Upgrade Worth It?
The answer depends on your shopping habits. Heavy Costco users who spend thousands per year will likely benefit from both the rewards and early access. Casual shoppers might not see enough value in the upgrade.
Early access works best for people who hate crowds, need to shop before work, or want first pick of popular items. It’s also great for business owners who need to restock during quieter hours.
The new policy shows Costco is working to keep its premium members happy while staying competitive with other warehouse clubs. Whether you love it or hate it, the early access perk is here to stay.
