For a limited number of members only, Costco is launching a new benefit.
Customers with the more costly Executive Membership will be able to “start shopping as early as” 9 a.m. local time every day beginning on June 30, the grocery chain recently announced on Instagram.
They will also have the store to themselves for up to an hour before other customers arrive. (On Saturday, the exclusive window lasts until 9:30 a.m. instead of 10 a.m.; this is the only exception.)
Customers of Costco quickly expressed their confusion and other opinions about the new benefit in the social media post’s comments section after the company made the announcement.
Since the Costco stores nearby already open at 9 a.m., one user from the Bay Area claimed to be perplexed by the exclusive shopping window.
“Isn’t Costco already open at nine?” inquired another. Does this imply that regular members won’t be able to access the store until ten?
Those who have the lower-tier Gold Star Membership, which costs half of the $130 annual price of the Executive Membership, will lose an hour of morning shopping time at Costco locations that already open at 9 a.m., the chain responded.
“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 stated. “All members will be welcome to shop starting at 10 a.m. Monday through Friday and Sunday, and at 9:30 a.m. Saturday.”
One user responded to Costco’s announcement by saying, “Okay so basically you’re punishing the people that don’t want to give you $65 more,” and that the new perk is “alienating” their customers.
One user commented, “It should be for all members,” while another asked, “Is this what the first class passengers on the Titanic felt like?”
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The annual membership fee for the grocery chain’s Gold Star Membership is $65; the Executive Membership costs $130. According to Costco’s website, this price is divided into the basic “$65 membership fee, plus $65 upgrade fee.”
The company’s membership card, which enables customers from the same household to shop at any Costco location worldwide, is covered by the Gold Star Membership. The card is part of the Executive Membership, which also comes with other perks.
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,” the company also revealed on Instagram on June 21.
On June 30, the same day as the special morning shopping window, this modification will go into effect.
