If you’ve ever circled a jam-packed Costco parking lot like a wolf waiting for a spot—or maneuvered a cart through chaotic aisles like an obstacle course—this news will spark your curiosity.
Something is changing behind the scenes at Costco, and it’s only for a certain type of shopper. No, it’s not a Black Friday-style flash sale or a new Kirkland flavor launch.
This update guarantees smaller crowds, shorter waiting times, and a more peaceful shopping experience. But there’s a hitch: it’s not for everybody. There’s a catch—one that might change the way you shop at Costco entirely.
The Quiet Return
Costco isn’t broadcasting this from the rooftops, but they have silently rolled out an advantage that has not been possible for years. If you’re a frequent shopper at the warehouse giant, this might ring a bell.
It’s a perk that once was—but was canceled for reasons never made very clear. Now it’s back. Why now? What’s different? And who gets to enjoy this reinstated benefit?
The explanations are beginning to trickle out—and they’re instructive about how Costco thinks about its most valuable customers.
The Membership Divide
Not all Costco cards are created equal. With more than 125 million members worldwide, the warehouse chain has two primary levels: the basic Gold Star membership, and the more expensive Executive level.
Half of all members shell out extra for the latter, and they’re not only paying more in fees—they account for a staggering 73% of Costco’s overall sales.
These are the loyalists, the bulk buyers, the “I went in for toilet paper and came out with a kayak” set. And now Costco’s rewarding them.
A Nod to Loyalty
Beginning June 30, U.S. Executive Members will be allowed to shop an hour earlier than Gold Star members.
That translates to less crowded aisles, quicker checkout, and first dibs on inventory—before the hordes arrive. The benefit was announced in an internal company memo reviewed by Business Insider.
Not yet advertised publicly, Costco’s approach is simple: reward loyalty, alleviate congestion, and perhaps entice a few Gold Star members to step up.
A Perk Reborn
This is not a new Costco perk, but a revival of one that was offered at some warehouses in previous years but lapsed quietly. Its return appears to be strategic, rather than nostalgic.
As traffic grows and parking lots fill more regularly, Costco is creating a less congested experience for its best customers.
It’s not only a matter of convenience—it’s a strategic opportunity that would also improve sales and member satisfaction.
Why It Matters Now
So, why reinstate this in 2025? Largely because Costco must improve in-store crowd control. According to member and employee reports, shopping has grown more chaotic during peak hours.
By providing Executive Members with an early exclusive opening, the store helps space out traffic more evenly throughout the day.
It’s also a subtle means of increasing value for the $120 Executive Membership—twice the cost of the Gold Star plan.
Instacart Gets a Boost Too
And that’s not all. In addition to early shopping hours, Executive Members will also enjoy a $10 monthly credit on Instacart deliveries from Costco.
That’s $120 in potential annual savings, which essentially covers the membership fee if consistently used. Tack on $150 in additional benefits connected to Costco services, and the offer grows sweeter.
It’s a multi-layered offer that extends far beyond shorter lines—it’s about providing flexibility and savings on numerous fronts.
Taking a Closer Look at the Numbers
Let’s do the math. The Executive Membership costs $120 annually compared to the $65 cost of the regular membership.
But with the 2% yearly reward on purchases (up to $1,000), added to the new Instacart and service benefits, many members can make up the difference or more.
And for those who shop frequently at Costco—particularly large families or small business owners—the math only gets more attractive. It’s not so much a “perk” as an experience that’s designed to maximize time and money.
Not All Places—Yet
If you’re willing to try out your early bird perks, here’s the offer: the rollout is happening warehouse by warehouse.
Though the internal memo did verify a nationwide shift, warehouses can do it at their own discretion or in phases.
Costco has not released a publicly facing schedule or location list, so you might want to call ahead to your local warehouse before you set that early alarm clock. Nonetheless, it is a nationwide policy shift in progress.
The Psychology of Exclusivity
This is more than logistics. By providing early hours to a subset, Costco unlocks something potent: exclusivity. It’s the sensation of gaining something others cannot.
It turns the Executive level from “rewards program” into VIP status. American Express and airline lounges are services that have perfected this technique.
Costco is now introducing that same allure to big-box land—rows of deals with a dash of prestige.
Costco’s Bigger Strategy
Costco’s not-so-secret weapon is always the membership model. With North American renewal rates in excess of 90%, the company lives and dies by making members happy—and paying.
By beefing up Executive benefits, Costco deepens member loyalty while incentivizing upgrades. It’s a strategic wager that could boost both traffic flow and bottom-line performance.
The timing also coincides with larger economic trends, where consumers are more than ever balancing value and convenience.
Gas Stations and Beyond
Notably, Costco has also been testing earlier hours at its gas pumps—for all members. On its May earnings call, the company reported it was receiving good feedback on the switch.
That test, along with the Executive benefit launch demonstrates that Costco is actively overhauling the way members navigate its system.
Look for more adjustments in the near term as the company seeks to get its crowd control and service benefits just right.
Should You Upgrade?
If you’re shopping at Costco more than once a month, the Executive Membership is beginning to sound like a good investment.
Between early shopping, Instacart credits, bonus service benefits, and rewards, that additional $55 can pay for itself in no time.
And if you consider a less stressful shopping experience—a little less chaos, a little more efficiency—that one-hour head start may be worth the cost on its own. For some, the benefit will be a game-changer. For others, a tempting incentive to re-think their tier.
The Bottom Line
Costco’s newest gesture isn’t merely about benefits—it’s about reinventing the shopping experience for its most loyal members.
Early shopping, online savings, and service discounts all add up to something bigger: a new standard of convenience that rewards loyalty and enriches customer relationships.
Regardless of whether you’re already an Executive Member or still sitting on the fence, this gesture sends one thing loud and clear—Costco is willing to treat its VIPs like, well, VIPs.
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