In a surprising move, Costco is bringing back an old “VIP” perk that was controversial then and is a bit controversial now. This perk allows Executive Members at Costco to shop at stores an hour earlier than everybody else from 9 AM to 10 AM.
This unique perk allows Executive Members to shop ahead of Gold Star and Business Members, similar to Sam’s Club. However, this pivot has been met with polarizing opinions. Some praise the change, while others feel neglected.
The VIP Hour
Costco outlined the change in a June 2025 press release and updated its terms online. This includes a new benefit listed as “Executive Member Shopping Hours.” On weekdays and Sundays, Executive Members can stop at any U.S. Costco location between 9 and 10 AM. On Saturdays, the perk is only from 9 to 9:30 AM.
This early access perk is just one of many benefits Executive Members get, but it costs a hefty $130 a year. Gold Star and Business Members are being left out, even though they pay $65 annually.
Why Was It Brought Back?
According to Costco’s 2024 annual report and coverage by CNBC, Executive Members make up about 47% of memberships across Costco stores and contribute a staggering 73% of global sales. This makes them by far the highest-paying members across all stores.
The data shows that by catering to their biggest spenders and giving more benefits, Costco could increase the feeling of loyalty in existing members, and more from other memberships might upgrade to the highest plan.
How Gold Star Members Are Impacted
While Executive Members enjoy this new benefit, consumers with other memberships feel sidelined. The feeling among Gold Star members is one of “second-rate shoppers.”
To exacerbate this issue, some regions, like California, have already opened at 9 AM to the public. With this new “perk,” everyone is penalized and has to wait an extra hour compared to what they were used to.
Executive Members Respond
While other consumers might feel neglected, Executive Members enjoy the new early access and feel it is a justified reward for paying the extra for the highest membership, among other benefits.
When people feel catered to, they tend to spend more, and now these members can enjoy aisles and checkouts that aren’t crowded in the morning. However, not every Executive Member is happy and would have preferred other perks, such as later closing times or more diverse food options.
A Gamble
Costco is hedging its bets on exclusive member perks and upselling. This is a calculated risk, but seeing as the company made nearly $5 billion in 2024 from membership fees shows how profitable it is.
Costco wants new, appealing benefits encouraging consumers to upgrade to the highest plan. However, this all comes at the cost of causing outrage among the 42 million Gold Star Members.
Comparisons to Sam’s Club
This new move mirrors a similar incentive offered to Sam’s Club Plus Members, who pay $110 a year. Sam’s Club Plus Members get even more exclusive time in stores, with their early access starting at 8 AM.
Comparisons are always being made, with Costco members pointing out that the Sam’s Club benefits have set a higher precedent regarding membership perks.
The Psychology Behind Benefits
Costco is putting everything into its “VIP” rewards and fostering a community where the biggest spenders feel aptly rewarded for their membership plans. It taps into the psychology of feeling part of an exclusive status.
This does run the risk of dividing customers and fueling resentment. There has been backlash among members of the lower tiers and regular customers, who feel that there is inequality.
What Happens Next?
Despite the benefits for Executive Members starting on June 30, 2025, Costco’s Gold Star and Business Members have been offered a two-month grace period to adjust to the change.
After implementing the new perk, Costco is willing to listen to customer feedback, and they may change things if there is enough backlash. However, until that happens, Executive Members will get their early access hour for better or worse.
Is An Upgrade Worth It?
Many customers might be wondering whether or not the plan is worth it, and that all depends on their consumer habits. For those who shop frequently at Costco, the membership gives them 2% cashback, the new early access, and other new perks like a $10 Instacart credit every month.
However, losing early entry may put consumers off entirely and cause them to seek alternative stores. Whether or not it’s worth it is up to the consumer and their priorities.