Costco Just Gave Executive Members One Massive Advantage That’s Making Regular Customers Furious

Costco just delivered a body blow to regular shoppers everywhere.

The retail giant quietly rolled out a game-changing perk that has customers scrambling to upgrade their memberships.

And Costco just gave executive members one massive advantage that’s making regular customers absolutely livid.

Executive members get the royal treatment

Starting Monday, Costco officially launched "Executive Member Shopping Hours" across all U.S. locations, giving their premium members exclusive early access to the warehouses.¹

Executive members who pay $130 per year now get to shop from 9 to 10 a.m. on weekdays and Sundays, and from 9 to 9:30 a.m. on Saturdays – before regular Gold Star and business members are even allowed through the doors.

Regular members still have to wait until the usual opening times: 10 a.m. on weekdays and Sundays, and 9:30 a.m. on Saturdays.

Translation: If you’re not paying the premium, you’re getting the leftovers.

It’s not just shopping – it’s everything

This isn’t some half-hearted gesture either.

The early access includes the full Costco experience: food courts, optical centers, pharmacies, and all other departments will be open during executive member hours.¹

Only the pharmacies stay closed on Sundays, but that’s standard operating procedure anyway.

With 37.6 million paid executive memberships, that’s a massive chunk of customers getting first dibs on everything from rotisserie chickens to gas station access.²

Executive members actually make up over 47% of Costco’s paid memberships but represent a whopping 73% of sales globally.³

The timing couldn’t be more strategic either.

Costco’s money-making machine keeps rolling

This move comes as Costco continues raking in serious cash from membership fees alone.

According to Costco’s latest reports, membership fees generated $4.8 billion in revenue for fiscal year 2024.¹

That’s serious money for what amounts to charging people for the privilege to shop there.

That’s serious money, and this executive member perk is clearly designed to push more people toward that higher-tier membership.

Can’t say it’s not working.

The bigger picture behind the power play – you will rent everything and own only consumables

CEO Ron Vachris has been crystal clear about the company’s focus on "improving the member experience."¹

Earlier this year, Costco extended gas station hours, leading to two of their highest gallon sales weeks ever in the U.S.¹

"The combination of expanded gas station hours, new gas station openings and lower prices at the pump have led us to having two of our all-time highest gallon weeks in the U.S. during the last month," Vachris explained in May.¹

They’re also testing "Scan & Go" technology at some locations to speed up those notoriously long checkout lines.¹

But this executive member early access? That’s the crown jewel of perks.

Smart move by Costco, even if it’s leaving regular members feeling like second-class citizens.

The company first teased this benefit earlier in the month through social media and direct emails to executive members.¹

No fanfare, no big announcement – just a quiet rollout that’s already got people talking.

And by "talking," we mean complaining about having to shell out an extra $70 per year just to avoid fighting crowds for parking spots and popular items.

What this really means for shoppers

Here’s the brutal truth: Costco just created a two-tiered system where your shopping experience depends entirely on how much you’re willing to pay.

Executive members get the clean stores, fully-stocked shelves, and empty parking lots.

Everyone else gets whatever’s left after the premium crowd has picked through everything.

It’s capitalism at its finest, and Costco knows exactly what they’re doing.

The warehouse retailer has built an empire on the membership model, and this latest move proves they’re not apologizing for it.

Pay up or deal with the crowds – that’s the new Costco reality.

With the company generating billions in membership revenue and continuing to expand across the country, don’t expect them to back down from these kinds of premium perks anytime soon.

The message is clear: In Costco’s world, your wallet determines your shopping experience.

¹Fox Business, "Costco quietly unveils a major perk that has shoppers racing to upgrade memberships," June 30, 2025 ²Axios, "Costco hours change June 30 with extra shopping time for executive members," June 19, 2025 ³Ibid.