Costco customers are divided over a new store policy that offers extended shopping hours to only some of its members.
In a move that has some customers all fired up and others jumping for joy, the warehouse store recently announced that its Executive-level members would be able to to shop as early as 9 a.m. in its U.S. warehouses starting June 30, 2025.
The news, which Costco shared on its Instagram page in June, left customers with a lot of questions and some strong feelings.
“It should be for all members…,” one commented. Another expressed concern for Costco employees, writing, “They are understaffed and now will be rushed to open an hour earlier.”
However, some shoppers were supportive of the news, including one who said it will help prevent “overcrowding.”
“If you want to get in earlier, Pay the higher Membership!” they commented.
Per Costco’s social media post, Executive members are now able to shop before other members between 9 a.m. — 10 a.m. Sunday through Friday and 9 a.m. — 9:30 a.m. on Saturdays.
The warehouse store currently offers four different memberships: Gold Star membership for $65 a year, Executive membership for $130 a year, Business membership for $65 a year and Business Executive for $130 a year.
Executive membership offers a few additional rewards that Gold Star and traditional Business memberships don’t, including an annual 2% reward, extended shopping hours, $10 monthly credit on same-day Costco.com or Costco via Instacart orders, and additional value on Costco Services.
Costco Is Cracking Down on the New Hours and Members Have Thoughts
Now that the lazy days of summer are over, many Costco customers have discovered that the store has started to strictly enforce the new shopping hours.
One customer, who prefers to remain anonymous, tells TODAY.com she recently “got stopped” by a staff member while trying to enter the store.
“They are trying to pressure people to upgrade their membership. People in line with me were opening their wallets to upgrade on the spot. I can see this eventually snowballing to certain aisles of the store being off-limits to members who don’t upgrade,” she says.
Another customer who prefers to remain anonymous called the new policy “ridiculous” and said it has changed the customer experience.
“I’m not paying extra to get in there an hour early. It’s demeaning. They make you stand there even within five minutes before opening time. They make everyone push off to the side and wait, and they keep announcing that you can’t come in,” she said.
On Reddit, many Costco customers have weighed in on the new policy. Some Executive members were psyched to hear they now can beat the crowds.
“I just upgraded to executive today. I’m interested in the ‘additional savings on several Costco Services,’” one commented.
Another wrote, “They let executive members in early at one point too, because I remember it being awesome!”
Since the concept of extended hours has left some shoppers feeling like Costco is dividing them into haves and have nots, some customers had a little fun with the news.
“Really tired of shopping with all the poors,” one commented.
“I’ll be expecting mimosas and passed hors d’oeuvres,” another wrote.
One Reddit user shared a picture of three elite vampires from the “Twilight” movie series along with the following caption: “Actual photo of me and my fellow Executive Members looking at the rest of you.”
However, some customers were a bit pessimistic about the news.
“Roughly half of all memberships are Executive, so if you’re hoping for the store to yourself for an hour, you might be disappointed,” one said.
One Reddit user weighed in with the most important question of all, writing, “Great but will there be samples? It’s not a trip to Costco without leaving with a belly ache aka Costco Belly.”
Plenty of Costco employees also made their voices heard in the thread.
“As an employee this is absolutely garbage, we’re already being pushed too hard as it is,” one commented.
Another posted the following reaction: “RIP to all the employees for morning and nights…. This is unfortunately just a way to make more for the company.”
TODAY.com has reached out to Costco for comment.
