Costco is officially tightening the rules on who gets to shop early, and starting this Labor Day, it’s going to be much harder to slip in before 10 a.m. unless you’re willing to pay more. While some shoppers welcome the change, others aren’t so happy about being left behind.
Here’s what’s changing, why it matters, and what you can do about it.
Table of Contents
Policy
Beginning Labor Day 2025, only Executive Members will be allowed to shop at Costco between 9 a.m. and 10 a.m. on weekdays. If you have a standard Gold Star or Business Membership, you’ll have to wait until 10 a.m. to enter.
This policy actually rolled out in June 2025, but enforcement was lax over the summer. Many stores still let non-Executive Members in early. That flexibility ends now. Starting Labor Day, staff will strictly enforce the early access rule across all U.S. locations.
Reasons
Why the change? Costco wants to enhance the value of its Executive Membership, which costs $120 a year—twice as much as the standard Gold Star membership at $60.
Executive Members already earn 2% cash back on eligible purchases and get access to extra services. Now, they’ll also enjoy early shopping hours as a perk, giving them a quieter store, better parking, and first dibs on hot items.
In other words, Costco is rewarding its premium members with more space and less stress.
Reaction
As expected, not everyone’s on board. Social media is buzzing with mixed reactions. Some shoppers see this as Costco creating a two-tier system where only those willing to pay more get better treatment.
One frustrated user posted, “I’ve been loyal to Costco for years. Now I’m being treated like a second-class customer?” Others argue that the perk makes sense—if you pay more, you get more.
Executive Members, on the other hand, are generally supportive. They feel the added benefits justify the higher fee and enjoy the quieter shopping experience.
Business
From a business standpoint, Costco’s decision is strategic. Encouraging more shoppers to upgrade boosts revenue—even if customers don’t fully take advantage of the 2% reward, that higher membership fee adds up.
Plus, staggering shopping hours can help spread out foot traffic, which is especially useful during busy times like the holiday season. Fewer people in-store at once means shorter lines and a smoother checkout process.
Here’s a simple look at what each membership tier includes:
| Membership Type | Cost/Year | Early Access | 2% Rewards | Extra Services |
|---|---|---|---|---|
| Gold Star | $60 | No | No | No |
| Executive | $120 | Yes (9–10 a.m.) | Yes | Yes |
Impact
If you’re someone who shops early to beat the rush, this change might push you to consider upgrading your membership. The one-hour head start could be worth it if you value less crowded aisles and quicker trips.
But if you typically shop later in the day, the policy may not affect you at all—except for the slight annoyance of being turned away if you show up before 10 a.m. out of habit.
Costco is betting that enough people will see this change as a worthwhile benefit and choose to upgrade, helping justify the rising cost of membership.
Alternatives
Not ready to spend more on your membership? You still have options.
- Visit the store in the early afternoon on weekdays when crowds are thinner
- Shop later in the evening, especially midweek
- Use same-day delivery through Instacart for household essentials
- Consider online shopping for bulk non-perishables
While the early access perk may feel like a big shift, it’s part of a growing retail trend: offering premium perks to those who pay more and quietly encouraging others to consider upgrading.
Whether that feels like a reward or a nudge depends on how—and when—you like to shop.
FAQs
Who can shop early at Costco now?
Only Executive Members can shop from 9–10 a.m. on weekdays.
When will the new policy start?
It will be enforced starting Labor Day 2025.
What’s the difference between memberships?
Executive Members pay more for perks like early access and rewards.
Can Gold Star members still shop early?
No, they must wait until 10 a.m. on weekdays.
Are there other ways to avoid crowds?
Yes, shop midweek afternoons or use Costco delivery services.
