COSTCO’S new early shopping perk for Executive members is already changing how customers move through the warehouse.
The perk, introduced on June 30, 2025, gave top-tier members an extra hour to shop at select locations.
Costco’s new early-access hour for Executive members is easing store congestion (stock)[/caption]
Executive members are Costco’s highest-paying customers[/caption]
By September, it expanded nationwide.
Across the US, the move has shifted shopping patterns.
Executive members are arriving earlier, easing late-morning and afternoon congestion.
Data shows visits lasting 30–45 minutes have risen, while longer 45–60 minute trips have dropped.
Members are shopping faster, navigating aisles with fewer crowds.
Costco didn’t add extra staff for the early window, yet the smoother flow is boosting efficiency without raising operational costs.
The policy is exclusive to Executive members, who pay $130 a year. Gold Star and Business members still pay $65 annually.
Executive members now have access from 9 am to 10 am every day, except Saturdays, when the early slot ends at 9:30 am.
“This is the way,” wrote one fan on Reddit, praising the lighter crowds and untouched produce.
Parking has also become easier.
“People were camping parking spots while we strolled up to our amazing spot like 20 yards from the entrance,” one user commented.
Parents are finding it especially helpful.
“Costco opening at 9 am has seriously changed my life,” one shopper wrote.
“I have a toddler who naps at noon, so going to Costco was always a rush. Now I stroll through the empty aisles and it is MAGICAL.”
Costco’s membership scanners
Costco has unveiled membership scanners at its store entrances.
In August 2024, the retailer released a statement about the scanners on its website.
“Over the coming months, membership scanning devices will be used at the entrance door of your local warehouse,” it wrote.
“Once deployed, prior to entering, all members must scan their physical or digital membership card by placing the barcode or QR Code against the scanner.
“Guests must also be accompanied by a valid member for entry.
“If you have any questions or concerns, there will always be an attendant at the door to assist you!
“If your membership is inactive, expired, or you would like to sign up for a new membership, the attendant will ask that you stop by the membership counter prior to entering the warehouse to shop.
“Additionally, if your membership card does not have a photo, please be prepared to show your valid photo ID.
“We encourage you to stop by the membership counter to have a photo taken to have on your card.”
Some longtime members are seeing better stock and less mess.
Eggs aren’t broken, shelves are neat, and products haven’t been picked over.
The “grace period” for other members ended on September 1.
Staff now strictly enforce the early access rule, turning away non-Executive shoppers during the first hour.
The move has sparked mixed reactions online.
Some shoppers say it’s unfair to regular members.
“It’s a terrible policy. The people who typically need less crowded hours are people who are immunocompromised or have sensory issues. How s****y to make them pay for a more inclusive environment instead of just offering a certain number of those hours per week for free.”
Others defended it. “Fair is fair. If we pay more, we should get earlier access to shopping!” one user said.
Another commented, “Costco is one of the few decent corporations left in America.”
Executive members are Costco’s highest-paying customers.
Though under half of members fall in this tier, they generate 73% of sales out of 79.6 million members.
The early-access perk is only the latest benefit.
Executive members also earn a 2% annual reward, get discounts on Costco Services, and now enjoy a monthly $10 credit on eligible same-day online or Instacart orders over $150.
Costco has rolled out other changes this year.
Children now cannot take free samples without an adult present, addressing safety concerns.
The food court is also seeing updates.
Nationwide, fountain drinks are switching to Coca-Cola from Pepsi, a move CEO Ron Vachris said will be completed by fall.
A new system requiring receipts before preparing orders has also drawn complaints, with some customers frustrated by the lack of order numbers called out.
Early data suggests the shift is working: smoother visits, quicker shopping trips, and happier Executive members.
Shoppers arriving at 9am report almost “Covid-era” emptiness in aisles, with stock fully stocked and ample space to navigate.
“Today was my first executive visit. And let me tell you…..boom. I should gate keep but I will definitely be back again,” one Reddit user wrote.
