Costco’s New Early Shopping Rule Sparks Debate
Starting September 1, 2025, Costco’s new policy is officially in effect, and it’s changing the way millions of members across the United States shop. Under this rule, Executive Members—those who pay $130 a year for the premium tier—are now the only ones allowed to enter stores an hour earlier than everyone else. From Monday to Friday, doors will open for them at 9 a.m., and on Saturdays, they’ll get a slightly shorter window, from 9 to 9:30 a.m. All other shoppers—those with the standard $65 Gold Star or Business Membership—will need to wait until 10 a.m.
This shift didn’t happen overnight. Costco first introduced the idea back in June and gave all members a grace period until August 31. During that time, anyone could still walk in early. But with summer ending, the rules are being fully enforced, and employees at the doors are now turning away anyone without an Executive card before regular hours begin.
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Why was this change made? According to internal communication shared with employees, Costco explained that Executive Members are considered its “most loyal” customers, and the company wanted to reward them. The numbers back up that loyalty: even though Executive Members make up less than half of Costco’s total membership, they are responsible for about 73 percent of the company’s sales. That means they’re spending much more per household compared to standard members.
And it’s not just about early access. Since June, Executive Members have also been receiving extra perks, including a $10 monthly credit for eligible online orders over $150. Clearly, Costco is leaning into the idea of giving its highest spenders more benefits to keep them happy and loyal.
For shoppers, the experience will now feel very different. Executive Members will enjoy quieter aisles and shorter checkout lines in the first hour of the day, a perk many see as well worth the higher membership fee. But for Gold Star and Business Members, the change comes with frustration. In stores that used to open at 9 a.m. for everyone, those members effectively lose an hour of shopping time. Unless they upgrade, they’ll be left waiting until 10 a.m. to even step inside.
Customer reactions have been mixed. Some see this as a fair reward for those who pay more and spend more. Others feel like they’re being pushed aside or punished, especially in areas where mornings are already the busiest shopping times. Social media chatter and reports in outlets like People magazine suggest that many long-time members feel alienated by the change.
With over 200 Costco warehouses across the U.S., this rule will impact a huge number of households. It may also spark broader questions about how far retailers should go in dividing customers by tier. For now, though, the message from Costco is clear: loyalty and spending power are being prioritized, and early shopping hours are the latest way the company is making that distinction.
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