Costco Executive Members Get Early Shopping Access Amid Controversy Over Favoritism

Costco is introducing new shopping rules for its executive members, allowing them to shop an hour earlier than regular members on weekdays and 30 minutes earlier on Saturdays. The change has caused controversy among non-executive members and staff, who feel excluded from the perks. Executive members pay an annual fee of $130, which includes extra benefits like annual rewards and a $10 monthly credit on eligible online orders. The change is seen as a reward for loyalty, but not everyone is happy about it.

Costco has implemented new shopping rules for its executive members, granting them exclusive early access to stores. Starting September 1, executive members can shop an hour earlier than regular members on weekdays and 30 minutes earlier on Saturdays. This policy has sparked controversy among non-executive members and staff who feel excluded from the perks.

Executive members pay an annual fee of $130, which includes additional benefits such as annual rewards and a $10 monthly credit on eligible online orders. The new policy is seen as a reward for loyalty but has drawn criticism from those who feel the benefits are not evenly distributed.

The change comes as Costco continues to demonstrate robust financial health. In 2024, the retailer generated $254.45 billion in revenue, marking a 5.02% increase from the previous year's $242.29 billion. The company's stock has delivered solid returns for investors year-to-date, with shares trading at approximately $960 compared to $910 at the start of 2025.

The new policy is part of Costco's strategy to cater to its most valuable customers. Executive members represent approximately 47% of Costco's total membership base but generate 73% of the company's sales. By offering exclusive early access, Costco aims to address persistent customer complaints about overcrowded aisles and lengthy checkout lines.

However, the policy has faced backlash from some customers with less expensive memberships. These customers now have to wait for the exclusive shopping hour to end before they can enter the stores. The new policy has been met with displeasure on social media, with some users expressing that the perk should be available to all members.

The new policy also has implications for Costco's competition. Sam's Club and BJ's Wholesale Club are expanding rapidly, and Amazon's entry into the grocery sector poses a significant challenge. Costco's dominance in the warehouse club industry is evident, with the company holding an estimated 77% of the market share. However, the new policy could accelerate Executive Membership conversions, particularly as Costco continues to expand services like same-day delivery credits and enhanced travel benefits for premium members.

In conclusion, Costco's new shopping rules for executive members are a strategic move to reward loyal customers and address persistent customer complaints. However, the policy has sparked controversy and highlights the need for a balanced approach to membership perks.

References:
[1] https://fortune.com/2025/09/04/costco-executive-membership-perks-early-shopping-vip-hours/
[2] https://www.foxla.com/news/costco-new-policy-change-executive-member-hours