Costco is bringing back an exclusive early shopping perk for its Executive members starting this summer, after years of absence.
Beginning June 30, 2025, members with Executive-level status will be able to shop an hour earlier than standard members at all 628 U.S. locations, as part of a series of loyalty-driven benefits being reintroduced, the US Sun reported.
The change revives a popular feature that once offered added convenience to the retailer’s top-tier customers. Over recent years, early shopping hours have been slowly phased out at most Costco locations. Now, the retail giant intends to reinstate the offering nationwide—and bolster it with additional incentives.
As part of the shift, Executive members, who pay $130 annually, will gain access to all warehouses one hour before Gold Star members, who pay a $65 annual fee. Both tiers allow for two household card memberships and access to online and in-person shopping with Costco’s satisfaction guarantee.
In an email confirmation, the company stated it aims to reward its “most loyal members” with perks that reflect their commitment to the brand. Costco emphasized that this effort was about delivering added value while recognizing loyal spending behavior.
This upgraded benefit is part of a multi-layered membership initiative to increase satisfaction and reinforce the appeal of the Executive level. As of June 30, customers at this tier will also receive monthly and service-based incentives in addition to earlier store access.
Along with early entry, Executive members will soon enjoy a new $10 monthly credit when placing orders through Instacart. These credits provide a monthly incentive for users who rely on same-day delivery from Costco stores via the Instacart platform.
The plan also includes up to $150 in additional savings value through Costco Services offerings. These services span a variety of areas such as insurance coverage, home installation options, and travel deals.
These upcoming changes build on current Executive benefits, which already include a 2% annual cash reward on qualifying purchases and added discounts across select services and vacation bookings.
Costco previously rolled out early store access at select locations, but the feature was not standard practice at all warehouses and was gradually discontinued. The new decision signals a strategic reversal, influenced by evolving customer behavior patterns and shopping preferences.
According to the company, Executive members contribute approximately 73% of all Costco sales, despite accounting for a smaller portion of overall membership. This data suggests high-spending consumers are likelier to belong to this tier, making them a valuable demographic.
By reinforcing the value of Executive membership, leaders at the company are also hoping to encourage upgrades from Gold Star members, who represent the entry-level customer base.
In addition to these retail floor updates, Costco’s leadership is making other notable changes. During the company’s May 2025 earnings call, CEO Ron Vachris confirmed plans to expand its physical footprint.
Vachris announced intentions to open 24 new warehouse locations and relocate at least three outlets shortly. This marks a continuation of Costco’s growth strategy through network expansion and revitalization.
He also noted positive feedback from a pilot program involving earlier gas station hours for all members. The company has observed favorable results from the test, which could hint at broader implementation in the future.
Costco operates on a membership-based model that heavily relies on renewals and member retention for revenue generation. Membership upgrades, in particular, present an opportunity to deepen customer engagement while increasing average transaction volumes.
Offering tier-specific perks such as early access and exclusive monthly credits introduces more tangible differentiation between membership levels. The timing of the rollout ahead of the next fiscal cycle may also position Costco to optimize membership renewals in the second half of the year.
With Executive members already making up the majority of sales, these additions serve to protect Costco’s most valuable consumer segment—and potentially expand it.
