Costco is drawing a sharper line between its two membership tiers, and starting this Labor Day, the gloves are off. The warehouse retailer will begin strictly enforcing early shopping hours for Executive Members only, leaving everyone else outside until 10 a.m. sharp. For bargain hunters used to breezing in at opening time, this is a big adjustment — and not one everyone is cheering.
The new store hours policy
Costco rolled out the early-access perk back in June 2025, but enforcement was loose over the summer. Non-Executive Members often slipped in early as stores eased into the policy. That grace period ends this September.
Here’s how it breaks down:
- Executive Members ($120/year): Exclusive entry from 9 a.m. – 10 a.m. weekdays
- Gold Star & Business Members ($60/year): Entry only after 10 a.m.
Weekends remain unchanged, with standard hours applying to all.
Why Costco is making the change
On paper, it’s simple: Executive Membership is supposed to offer tangible value for its higher price tag. Members already get 2% cash back on most purchases and discounts on services, but the early-access perk sweetens the deal.
For premium members, the benefit is obvious: less crowded aisles, easier parking, and first dibs on high-demand items before the 10 a.m. rush. For Costco, the strategy is equally clear — it nudges more shoppers toward the $120 tier, bolstering recurring revenue whether or not people maximize the rewards.
The reaction: divided members
Unsurprisingly, the change hasn’t gone over smoothly with everyone.
Some Gold Star members feel sidelined:
“I’ve been loyal to Costco for years. Now I’m being treated like a second-class customer,” one shopper vented online.
Others, especially Executive Members, defend the perk:
“If you pay more, you should get more. That’s how memberships work.”
The backlash highlights a broader tension in retail: balancing exclusivity with inclusivity. By creating a “two-tier” shopping window, Costco risks alienating budget-conscious members who’ve built habits around early shopping.
Business logic
From Costco’s perspective, the math checks out. Executive Members account for a growing share of revenue, and encouraging upgrades fuels both immediate membership income and long-term loyalty.
Traffic control is another factor. Splitting the morning crowd between 9 and 10 a.m. could help smooth out store flow, particularly during the holiday shopping crush.
Here’s a quick look at how the tiers compare:
| Membership Type | Cost/Year | Early Access | 2% Rewards | Extra Services |
|---|---|---|---|---|
| Gold Star | $60 | No | No | No |
| Executive | $120 | Yes (9–10 a.m.) | Yes | Yes |
What this means for shoppers
If you’re an early riser who values beating the crowds, the policy shift puts pressure on you to upgrade. For those who typically shop mid-day or evenings, little changes — aside from waiting if you arrive habitually at opening.
Costco is gambling that members who truly value that first-hour window will cough up the extra $60 a year. For others, the sting may fade as they adjust to later entry times.
Alternatives for non-Executive Members
Not interested in upgrading? You still have options:
- Shop early afternoons on weekdays, when crowds dip.
- Use Costco’s same-day delivery via Instacart for essentials.
- Time your visits midweek, when foot traffic is naturally lighter.
It won’t replicate the Executive experience, but it avoids the stress of being stuck in the 10 a.m. rush.
The bigger trend
This move fits into a larger retail pattern: companies rewarding premium tiers with more perks while tightening the screws on standard memberships. Airlines have been doing it for years, and now warehouse clubs are following suit.
Whether Costco’s early-access gamble boosts satisfaction or backfires will depend on one thing — how loyal shoppers adapt when the doors stay closed until 10.
FAQs:
1. When will Costco start strictly enforcing early shopping hours?
Starting on Labor Day 2025, Executive Members only will be allowed in from 9–10 a.m.
2. Can Gold Star or Business Members enter at 9 a.m.?
No. They must wait until 10 a.m. on weekdays.
3. Does the policy apply on weekends?
No. Standard store hours remain in place for all members on Saturdays and Sundays.
