Costco’s New Policy Just Went Into Effect and Members Call it an Act of “Pure Greed”
Costco’s controversial new policy has some members heated, and even threatening to switch their loyalty over to warehouse grocery store competitor Sam’s Club. The new rule was announced in June 2025 but officially went into effect this month.
New Policy on Store Hours
Costco has changed its store hours policy to accommodate executive members. This decision has been met with backlash from regular members who have dubbed the policy “VIP hour”.
What is the New Policy?
The policy, which was officially rolled out in September (following Labor Day) allows executive members to enter stores one hour early on weekdays and an hour and a half early on the weekends.
Why?
The company explained that the purpose of the store hour policy change is meant to allow executive members some extra time to shop in the mornings before the warehouse becomes busy.
Executive Membership Benifits
The Costco executive membership costs $130 annually, compared to the gold star membership which costs $65 annually. Executive members receive benefits such as an annual 2% back on purchases, extra value and discounts on insurance deals, and now early shopping hours.
Pushback from Gold Star Members
Gold Star Members quickly took to social media to express their disappointment. One commenter posted, “Discriminating against regular membership is totally wrong. Pure Greed”. Another read, “Sam’s Club is better”.
Trouble for Employees
Some customers worry about how the time change will impact employees. One wrote on Costco’s Instagram post, “I feel bad for employees. This is not the Costco way. They are understaffed and now will be rushed to open an hour earlier. I can guarantee you that you will survive if Costco continues to open at 10am.”
Potential Benefits
Despite pushback from some Gold Star Members, some customers expressed the benefit for older shoppers who want a more manageable crowd. The early opening time for limited members allows older shoppers to more easily maneuver the store.
Customers Feeling Alienated by The Policy
Some customers who are already upset about other recent policy changes such as the increase in membership fees and membership requirements for the food court remain frustrated with the benefits provided to higher-paying members. They believe that their memberships are just as valuable and should be treated as such.
Conclusion
Costco maintains that the early shopping hour is a perk for Executive Members, but does not take away from the regular members’ shopping experience. In fact. The 9 am opening time was once in effect prior to the pandemic as an option for Executive Members. The time policy has been rolled out at warehouse locations across the U.S.
