A major change at Costco is drawing nationwide buzz as the retailer begins restricting early morning shopping to Executive Members only. Starting September 1, all 584 U.S. warehouses will allow Executive Members to browse aisles from 9 to 10 a.m. on weekdays and 9:30 to 10 a.m. on Saturdays. The company’s decision has many loyal customers reconsidering their membership options, as reported by Newsweek.
The Numbers Behind the Policy
Though they make up less than half of Costco’s 128 million members, executive members now get the first pick of the merchandise each morning. This group doesn’t just shop more—they account for an impressive 73 percent of Costco’s total sales. Economic Times analyzed how this shift could reshape traffic and sales dynamics at one of America’s favorite warehouse chains.
Looking Back at the “One Club” Tradition
For decades, Costco maintained that all members, whether Gold Star, Business, or Executive, shared the same access hours. That tradition changed after the company saw its membership swell and stores become busier, a point underscored in Southern Living’s recent reporting.
Why Premium Memberships Are On the Rise
The new policy follows a bigger trend in retail. Big-box competitors are racing to appeal to premium shoppers, and Costco has emphasized its $130 Executive tier extra. This level promises not just early hours but exclusive rewards and perks. According to ABC News, the move reflects retailers’ focus on cultivating top-spending customers.
Strict Enforcement With a Digital Twist
September 1 marked the end of Costco’s grace period. Now, staff check membership cards using digital scanners at every entrance as early access is enforced at all U.S. locations simultaneously. Newsweek reports that this rollout has changed the day-to-day operation in every warehouse.
Gold Star Members See Routine Change
This policy shift affects about 55 million Gold Star members, who comprise most of Costco’s customer base. Stamford Advocate highlighted that these shoppers now lose 30 to 60 minutes of treasured morning shopping time and must adjust their routines accordingly.
Real Member Voices Reflect Mixed Reactions
Some longtime Gold Star members feel sidelined. “What used to feel egalitarian now feels exclusive,” one Seattle shopper told Yahoo! News. Meanwhile, Executive Members say the upgrade, with its $130 annual fee, finally feels worthwhile now that it brings a tangible benefit.
Costco’s Competitors Go Premium Too
Sam’s Club recently experimented with special hours for Plus members, and BJs Wholesale Club is considering similar moves. TheStreet points out that retailers across the industry are eager to entice high-spending customers with exclusive incentives and hours.
Membership Revenue Hits Record Highs
Though Executive Members are the minority, they contribute a sizable share of Costco’s earnings. According to Economic Times, membership revenue alone topped $3.6 billion in just the first three quarters of 2025, suggesting that early access could become a central part of the retailer’s strategy.
Cancellations and Upgrades Are on the Rise
News outlets, including ABC News, have reported a spike in Gold Star membership cancellations since the new policy began. If even half of those members choose to upgrade, some analysts estimate Costco could collect another $1.8 billion in premium-tier revenue.
Employees Adjust to New Routines
Warehouse workers have taken on new responsibilities, such as scanning membership cards at the door and turning away ineligible shoppers. Southern Living explains that while some staff appreciated the smoother mornings, others found those early confrontations uncomfortable.
Costco Stands By Its Decision
Leaders at Costco remain confident in the change. Economic Times quotes a company spokesperson emphasizing loyalty: “Executive Members are core to our growth strategy.” Company officials have shown no sign of rolling back or softening the rules for now.
Perks for Regular Members in the Works
To keep Gold Star and Business members happy, Costco recently rolled out temporary discounts and unique offers through its app. ABC News mentioned these incentives as part of a broader effort to maintain overall satisfaction during the transition.
Experts Warn of Possible Risks
Some industry analysts are urging caution. As reported by Newsweek, experts say raising the stakes for premium access can boost revenue but may also alienate loyal long-term customers and attract negative attention.
The Industry Watches for the Next Move
Several retail experts are watching to see how this policy plays out. Analysts told TheStreet that successful exclusivity could prompt other big names to copy the model, but any backlash may force a course correction down the road.
Political and Regulatory Questions Arise
Some state lawmakers have listened to constituent concerns and are discussing possible regulations regarding differential treatment for membership-based services. The Stamford Advocate notes that, so far, there has been more discussion than legislative action.
U.S.-Only for Now, But Eyes Abroad
At the moment, these new rules apply only to Costco’s U.S. stores. With nearly 300 international warehouses in Canada and the UK, executives told Yahoo! News that the policy’s global expansion isn’t confirmed—but it’s being watched closely.
Consumer Protections and Legal Landscape
Regulators have weighed in on the new rules, with agencies stating the policy is lawful as long as it is clearly described and consistently enforced. So far, ABC News notes, no legal challenges or formal complaints have been filed.
Membership and Social Shifts
Cultural observers point out that “membership” means something different today. Where shopping together once brought a sense of equality, Costco’s new approach creates more visible tiers. Newsweek reports this change is sparking debate about fairness and privilege.
Retailers Test New Profit Models
The changes at Costco may signal a broader shift in how retailers think about driving profit and loyalty. Economic Times suggests that more companies may start offering specific perks tied to premium memberships, occasionally at the expense of tradition.
What’s Next for Costco and Shoppers
As this story unfolds, one thing is clear: the days of every shopper starting on equal footing are changing. With membership tiers now affecting access and experience, Costco and its customers are adapting to a new reality, raising questions about what’s next for American retail.