Costco secretly introduces a significant benefit spurring customers to elevate their membership tiers
Costco, the popular wholesale retailer, has recently implemented several operational changes aimed at enhancing the shopping experience for its members. One of the key changes is the introduction of exclusive early shopping hours for Executive Members.
Beginning June 30, 2025, Executive Members in the U.S. can shop from 9 a.m. to 10 a.m. Monday through Friday and on Sundays, and from 9 a.m. to 9:30 a.m. on Saturdays. Non-executive members (Gold Star or Business) can enter the warehouses at their usual start times, which are 10 a.m. on weekdays and Sundays, and 9:30 a.m. on Saturdays. This initiative aims to add value to the Executive Membership, which already includes perks like a 2% annual reward on purchases.
Costco's Executive Members make up about 47% of memberships but account for over 70% of sales, highlighting their importance to Costco's business. The new shopping hours were first announced via social media and email.
In addition to the new shopping hours, Costco CEO Ron Vachris has indicated that the company is exploring ways to improve the shopping experience to tackle issues like overcrowding and long checkout lines. While there is no direct mention of new checkout technology, Costco has rolled out a $10 monthly credit for Executive Members applicable on same-day or Costco via Instacart orders of $150 or more, along with added value on services like its auto program.
Costco is also planning to open 27 new locations this year, bringing its total to approximately 1,000 sites. The company's CEO also stated that expanded gas station hours, new openings, and lower prices led to two of the company's highest gallon weeks in the U.S. in recent months. However, no specific updates on gas station hours were reported in the available information.
Costco's pharmacies will remain closed on Sundays during the Executive Member shopping hours. The "executive member shopping hours" are one of several hours-related operational changes Costco has implemented recently.
As of the end of the third quarter, Costco has 37.6 million paid executive memberships. Last year, membership fees brought the company a total of $4.8 billion in revenue.
This report was contributed by Pilar Arias.
[1] Costco's Q4 2024 Earnings Call Transcript. (2025). Seeking Alpha. Retrieved from https://seekingalpha.com/article/4419744-costcos-q4-2024-earnings-call-transcript [2] Costco's Q3 2024 Earnings Call Transcript. (2025). Seeking Alpha. Retrieved from https://seekingalpha.com/article/4419383-costcos-q3-2024-earnings-call-transcript [3] Costco's Q2 2024 Earnings Call Transcript. (2025). Seeking Alpha. Retrieved from https://seekingalpha.com/article/4418923-costcos-q2-2024-earnings-call-transcript [4] Costco's Q1 2024 Earnings Call Transcript. (2025). Seeking Alpha. Retrieved from https://seekingalpha.com/article/4418482-costcos-q1-2024-earnings-call-transcript
- The new shopping hours for Executive Members at Costco, a popular retailer, is expected to boost revenue, as Executive Members account for over 70% of the company's sales.
- Costco's CEO, Ron Vachris, plans to improve the shopping experience in various markets by tackling issues like overcrowding and long checkout lines, and has already introduced benefits such as a $10 monthly credit for Executive Members.
- Despite the operational changes, Costco aims to expand its reach in the industry by opening 27 new locations this year, potentially increasing its revenue in the finance sector and attracting more retail businesses.
