Costco’s strategic decision to extend morning hours exclusively for Executive members has proven successful in redistributing customer traffic and enhancing the overall shopping experience, according to a new analytics report. The wholesale retailer’s experiment, which began in select stores in June, has now expanded to all 624 U.S. and Puerto Rico locations.
Traffic Pattern Transformation
The extended hours program allows Executive members to shop one hour earlier on weekdays and Sundays (9 a.m. to 10 a.m.) and 30 minutes earlier on Saturdays (9 a.m. to 9:30 a.m.). Analytics firm Placer.ai reported that this initiative has measurably shifted foot traffic patterns, moving visits to earlier periods while significantly reducing congestion during traditional peak hours of 4 p.m. to 7 p.m. on weekdays.
Membership Value Enhancement
With nearly 137 million cardholders in 2024, approximately half holding Executive memberships, Costco has effectively leveraged this premium tier to create a more balanced shopping environment. The early access perk adds tangible value to the Executive membership, which costs $120 annually compared to the standard $60 Gold Star membership.
The data suggests that by offering this exclusive window, Costco has created a win-win scenario: Executive members enjoy a less crowded shopping experience, while the retailer achieves better traffic distribution throughout the day. This strategic move demonstrates how membership-based retailers can use tiered access to optimize operations while adding value to premium memberships, potentially setting a precedent for other warehouse clubs and retail chains facing similar peak-hour challenges.