Costco offers exclusive morning shopping hours for executive members

In the United States, Costco has rolled out new shopping hours specifically for its executive members, effective June 30, 2025. This initiative allows those with an executive membership to access U.S. warehouses from 9 a.m. to 10 a.m. on weekdays and Sundays, and from 9 a.m. to 9:30 a.m. on Saturdays, before regular members. The move is part of a broader strategy to enhance member experience and is expected to increase the appeal of higher membership tiers, which has seen a year-over-year increase of 9% in total executive memberships, totaling 37.6 million. Aside from the earlier access, Costco has also expanded its gas station hours across North America to provide additional conveniences to its members, reflecting the company's commitment to improving membership benefits. The executive membership, priced at $130 per year, represents a significant portion of Costco's revenue, generating $4.8 billion last year through membership fees alone. The introduction of exclusive shopping hours is likely a response to growing demand and competition in the retail sector, as well as an effort to cater to the needs of its most loyal customers. Moreover, this strategy may help offset costs associated with keeping prices competitive while maintaining profitability. Bulk membership retailers like Costco are known for their low prices, and membership revenue plays a crucial role in supporting this model. The changes in shopping hours also illustrate Costco's focus on leveraging technology to enhance the shopping experience. The company has begun testing various technological pilots aimed at streamlining checkout processes, which is a vital aspect of the shopping experience in today's fast-paced environment. The earlier shopping hours are just one of the many ways Costco is seeking to strengthen its position in the market and retain its executive members' loyalty while potentially attracting new ones.