Will Costco's New Hours for Executive Members Drive Growth or Create Headaches?

Costco announced earlier this month, via a June 11 email, that as of Monday, June 30, it would be introducing exclusive daily shopping hours for its Executive-level members. And while operating hours vary from market to market, the move has stirred controversy among shoppers.

According to a breakdown of the news by Axios, the early shopping hours available to Executive members are:

• Monday through Friday, 9 a.m. to 10 a.m.
• Saturday, 9 a.m. to 9:30 a.m.
• Sunday, 9 a.m. to 10 a.m.

In instances wherein locations were already opening at 9 a.m. for all members, Costco also announced public-facing remarks on that issue.

"Our U.S. locations that currently open at 9 a.m. will transition June 30th to limiting access to Executive Members only during the times outlined," the warehouse club indicated.

Also, according to the outlet, several Reddit commenters had stated that certain Costco locations had already been opening at 9 a.m., with a note indicating that "a grace period for Gold Star and Business members will be in effect through August 31."

Costco's New Hours for Executive Members: A Wise Move, a 'Money Grab,' or a Headache for Workers (and Shoppers)?

Logically, the move might make sense — after all, Executive members comprise nearly three-quarters (73.1%) of Costco's sales despite representing just under half of its total membership base (around 47%).

In conjunction with recent price hikes that took effect Sept. 1, 2024, which saw Gold Star and Business memberships tick upward to $65 annually (from $60) and Executive memberships rise to $130 (from $120 previously), there can be little doubt that Costco is banking on more customers trading up to a higher-tier membership based on the exclusive shopping hours.

On the other hand, social media commentary was decidedly mixed over the move.

"Corporate announcing this with 3 weeks notice, while in the middle of a hiring freeze, AND severely cutting hours? Costco is not the same company it once was," said one user in an r/Costco thread on the subject. "Non executive members are just going to bully themselves in and we will be told to do more with less, as we have been."

On a second thread, the top-voted comment (attracting over 900 upvotes) was negative in nature, although a nested reply (garnering nearly 500 upvotes) rebutted it.

"Wow never expected they would do this. My Costco is often too crowded so it may be a benefit even if it feels like a money grab. Also happy to see them open later on Saturdays," the top comment read.

"It's history. This was how Costco was when I joined. That little extra hour in the morning is amazing and totally worth the cost," the reply read.

On a more recent thread, home to more users claiming to be customers rather than Costco employees, a few more positive comments appeared — although commentary was still divided.

"Can’t wait for this, I like popping in and out as quick as possible, and this should be easier," one user wrote.

"[Forty-seven percent] of memberships are executive. If we all show up at 9 a.m., it might not be as carefree as you think," a second warned.

Whether the bid for Costco to swell the ranks of its Executive cardholder member base will pay off remains in question, but the notion of expanded operating hours has many people talking — whether they work for the warehouse club or simply love the idea of coming in early to snag a deal.