Costco is shaking things up — and not everyone’s happy about it. Starting this Labor Day, the retail giant will strictly enforce new store rules that give Executive Members exclusive early access to shop, while everyone else has to wait.
What’s Changing?
The updated policy gives Executive Members a one-hour head start on weekdays. From 9 a.m. to 10 a.m., only those with the premium membership can shop. Regular Gold Star and Business Members won’t be allowed in until 10 a.m.
This rule first appeared in June 2025, but stores weren’t enforcing it consistently. Many non-Executive Members still slipped in early over the summer. That grace period is now officially ending.
Why the New Rules?
It’s all about adding value to Executive Memberships. At $120 per year (double the $60 Gold Star plan), Executive Members already earn 2% back on purchases, plus extra discounts on services. Early shopping access is now another perk on that list.
The goal is to give premium shoppers a calmer, less crowded experience — easier parking, shorter checkout lines, and better chances of grabbing popular items.
Mixed Reactions From Shoppers
The change has sparked a strong reaction online. Some shoppers feel the rule creates a “two-tier” system, rewarding those who can afford to pay more.
One longtime Costco customer complained: “I’ve been loyal for years, and now I feel like a second-class member.”
But Executive Members see it differently, arguing that the higher fee should come with real benefits. For them, the quieter mornings are worth it.
Why It Makes Business Sense
For Costco, the math is simple: more Executive Members = more revenue. Even if shoppers don’t maximize the 2% rewards, the higher annual fee adds millions for the company.
Staggered entry times may also ease store congestion, especially during holiday rushes.
Membership Comparison
| Membership | Cost/Year | Early Access | 2% Rewards | Extra Services |
|---|---|---|---|---|
| Gold Star | $60 | No | No | No |
| Executive | $120 | Yes (9–10 a.m.) | Yes | Yes |
What This Means for You
If you love early-morning shopping, you might feel pressured to upgrade. But if you usually shop later in the day, not much will change — aside from waiting until 10 a.m. if you show up too early.
Costco is betting shoppers will see the benefit of paying extra. Time will tell whether it boosts satisfaction or drives loyal customers away.
Smart Shopping Alternatives
Not upgrading? Here are a few tips:
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Shop mid-afternoon on weekdays when stores are quieter.
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Use same-day delivery with Instacart for convenience.
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Plan big hauls outside of peak times to avoid stress.
FAQs
When does Costco’s new policy start?
Labor Day 2025.
Who gets early access?
Only Executive Members from 9–10 a.m.
How much is an Executive Membership?
$120 per year.
Can regular members shop before 10 a.m.?
No. They must wait until 10 a.m.
Is it worth the upgrade?
It depends on how often you shop and whether a calmer morning experience matters to you.