My favorite store, Costco, is making some changes. Beginning on June 30, the warehouse store will be exclusively open from 9:00 – 10:00 a.m. for anyone who has the Executive Membership (the black card). From Sunday through Friday, stores will open to all members at 10:00 a.m. On Saturdays, the exclusive shopping time is only from 9:00 – 9:30 a.m. Executive-tier members will also get a $10 monthly credit that they can use on Instacart and same day delivery purchases that are over $150. Naturally, this announcement has made some people very upset, and they made their opinions known in the comments section of a Costco Instagram post announcing the change.
The grocery chain recently announced on Instagram that starting on June 30, shoppers with the more expensive Executive Membership can “start shopping as early as” 9 a.m. local time every day, and they will have the store to themselves for up to an hour before other customers. (Saturday is the only exception, with the exclusive window lasting until 9:30 a.m., rather than 10 a.m.)
After the company announced the news, Costco customers were quick to share their confusion — and other thoughts — about the new perk in the comments section of the social media post.
One user from the Bay Area said they were confused by the exclusive shopping window, as the Costco locations near them already open their doors at 9 a.m. Another asked, “Doesn’t Costco already open at 9? Does this mean the store will be closed to regular members until 10?”
In a response, the chain clarified that later this month, those who hold the lower-tier Gold Star Membership — which costs half of the $130 annual price of the Executive Membership — will lose an hour of shopping time in the mornings at Costco locations that already have a 9 a.m. opening.
“Some of our U.S. Warehouses currently open at 9 a.m. These locations will begin on June 30th reserving this time for Executive members only,” the company wrote. “All members will be welcome to shop starting at 10 a.m. Monday through Friday and Sunday, and at 9:30 a.m. Saturday.”
“Ok so basically you’re punishing the people that don’t want to give you $65 more,” one user wrote in response to Costco’s announcement, adding that the new perk is “alienating” their customers.
“It should be for all members,” a different user commented on the post, while another wrote, “Is this what the first class passengers on the Titanic felt like?”
The grocery chain’s Gold Star Membership has an annual $65 membership fee, while the Executive Membership rings up at a price of $130 annually. This cost is broken down into the base-level “$65 membership fee, plus $65 upgrade fee,” per Costco’s website.
The Gold Star Membership covers the company’s membership card, which allows shoppers from the same household to shop at all Costco locations worldwide. The Executive Membership includes the card, plus additional benefits and rewards.
The company also announced on Instagram on June 21 that Executive Membership holders will soon receive “a $10 monthly credit to use on an eligible sameday.costco.com or Costco via Instacart order over $150.”
This change will be introduced on June 30, the same day as the exclusive morning shopping window.
It’s confusing, but even Costco locations with a previous 10am start time are now opening at 9am. This change reminds me of when Costco opened one hour earlier for seniors, healthcare workers, and first responders during the pandemic. I read through a whole bunch of comments on their Instagram post. I understand that there are non-Executive, early bird shoppers who are upset by this change, but some of those responses are a little extreme. I love Costco, but at the end of the day, it’s still a business. Their profits come from selling memberships. Last year, the company had to raise membership prices for the first time in a while because of “rising costs.” This move feels like they’re trying to offer additional perks to its highest membership level as a mea culpa and incentive to stay at that level. Executive memberships make up 47% of total memberships, but 73% of their total sales. From a business perspective, this move makes sense, no?
Also, in the scheme of things, Costco was one of the only companies to reject the current administration’s call to end DEI initiatives. I won’t lie, that does influence me to give them the benefit of the doubt. Finally, I think we all need to focus on the important things here: The $1.50 hotdog combo remains the same price that it has been for the last 40 years and you can still grab a rotisserie chicken for $5, which is the same price it’s been for at least 25 years. I find that quite impressive.
Just to be clear, this is how Costco used to run for years, thought they stopped doing it I *think* a while before the pandemic; although it may have been the pandemic that changed it: stores opened at 10:00 for Executive members and 11:00 for all other members.
So it’s funny to me that people are making such a big deal about it? Likening it to the Titanic?!
Isn’t it more like, first class ticket holders board first on every airplane you’ve ever flown on?
And they have multiple membership tiers, so…yeah, there are going to be more perks for higher tiers? How else would you differentiate membership tiers?
I don’t get why people’s panties are in a bunch…
Right! And Sam’s Club also used to have the exclusive hour before opening. Yes there should be perks for having an executive membership, that’s the whole point. I am not going to complain that I can’t get into the VIP section at a concert even though I only bought a general admission ticket. Personally I have the Costco executive membership but I do not go shopping at 9 am, so I will still be in line for my hotdog with the basic folks. 🙂
Yeah, I was thinking they had always done this. Didn’t realize they had stopped.
I’m finding it much easier to have Costco same-day delivered. With grocery store prices as high as they are it’s still cheaper to pay the shopper/delivery costs.
+1000
I could have sworn that they used to have early “executive” (or business card holder) hours before the regular store opening. I don’t understand the big deal about this announcement now. But it could just be everyone complaining is too young to remember the “before times”.
I can’t take the long lines for checkout. But you know what costco also has- shipping and delivery.
I can order almost everything i want (excepting prepared/fresh food) and have it delivered to my door.
If they published a warehouse map, i would be able to get the 3 things i need and make it to the checkout before the lines build, but they want longer shop times, so you pass by more products and therefore buy more- which makes sense.
For their workers i am happy they don’t open at 6 or 7 am, but i cannot go at 10 with so many other people.
Also, i have no problem with the bonus membership perk. I do not have that membership, this is my first year at costco at all. But you pay the extra, you get the extra perks.
Costco is so great for buying household staples.
i will say the “third class on the titanic” commenter is cracking me up- oh the humanity.
Settle down shoppers.
With kids grown and mostly on their own, I don’t shop at Costco as much as I used to. It’s a “new store” every time I go in as they change the layout every few months, with the exception of the bread, meat, and veg section. My local store even changes the freezer section, so that giant tub of Chapman’s ice cream turns into a tour of all the fridges. My usual “quiet” Monday nights are now overrun, and I refuse to go on the weekends. Honestly, my husband and I treat a trip to Costco like its a date now, which usually ends with massive soft serve cones…
Costco sells a giant tub of Chapman’s ice cream? I never look in their ice cream section. Now I will 😋
While IG comments of course lend to hyperbole, I don’t think all complaints about this should be so easily dismissed.
Yes, Costco is a business. Which means they’re subject to the market and the whims of their customers, no? I hate when the “free market” is used only against customers but seen as dramatic when customers push back.
If Costco wants to incentive more Executive memberships and offer perks then do that. Not remove things from PAYING customers, mind you, under the guise of rewarding others. Stealing from Peter to pay Paul is what it sounds like. Offer executive members a discount on the food court, a rebate 2x a year instead of at the end, etc.
There’s multiple things they could do that isnt taking things away from other paying customers. It’s not like Costco memberships are free AND as noted they just went UP!
They used to do this in the beginning. People should save their outrage for real things. Costco is awesome