If you’ve shopped at Costco lately, you might have noticed things moving a bit differently. The warehouse giant has been quietly rolling out some major changes that are now permanent fixtures of the shopping experience. From lightning-fast checkout technology to controversial new membership perks, these shifts are affecting millions of shoppers across the country. What started as temporary experiments have become the new normal, and the results might surprise you.
Self-checkout speeds up by 20 percent permanently
Remember standing in those endless self-checkout lines, scanning item after item while the person behind you taps their foot impatiently? Those days are becoming history. Costco employees now walk up to customers waiting in the self-checkout line, scan their membership card, and ring up most of their items before they even reach the machine. By the time shoppers get to the actual kiosk, all they need to do is scan their card again and pay.
This isn’t just a nice-to-have convenience anymore. CEO Ron Vachris confirmed that stores using this enhanced checkout technology are seeing speed improvements of up to 20 percent. The system has become so successful that it’s now a permanent feature across participating locations. During peak shopping times, especially around holidays when foot traffic increases by 24 percent, this technology helps manage the influx of shoppers more efficiently than ever before.
Executive members get exclusive morning shopping hours
Here’s where things get a little controversial. Since September, Executive members who pay $130 annually have been getting special early access to stores. On weekdays and Sundays, they can shop from 9 a.m. to 10 a.m. before regular Gold Star members are allowed in. Saturdays offer a shorter 30-minute window from 9 a.m. to 9:30 a.m. If you’re one of the tens of millions of Gold Star members paying $65 annually, you’re locked out during these times.
Many Gold Star members aren’t happy about this change, with some even threatening to switch to competitor stores. However, Costco’s management reports that Executive members are moving through aisles faster and navigating the store more easily during these exclusive hours. This benefits everyone once regular hours begin, as the store is less crowded. The company has also seen an uptick in membership upgrades since implementing this policy, suggesting some shoppers are willing to pay extra for the perk.
Saturday evening hours extended for everyone
Not all changes favor just the premium members. Costco has permanently extended Saturday evening hours for all shoppers, adding an extra hour to accommodate weekend shopping needs. This change came alongside the Executive member early hours and has been well-received across all membership levels. Weekend shoppers no longer feel as rushed to complete their shopping before closing time, especially during busy holiday periods.
The extended Saturday hours have helped spread out customer traffic more evenly throughout the day. Instead of everyone cramming their shopping into the standard hours, people can now shop later into the evening. According to company officials, these incremental hours have added approximately 1 percent to weekly U.S. sales since implementation. That might sound small, but it translates to nearly $3 billion in additional annual revenue for the company.
Digital shopping experience gets major upgrades
Shopping online at Costco has become much smarter thanks to new digital personalization technology. The website now provides product recommendations based on recent search history, making it easier to find items you actually want to buy. Instead of scrolling through hundreds of unrelated products, shoppers see suggestions that match their shopping patterns and preferences.
The improvements are showing real results. Website traffic jumped 24 percent during the first quarter, while app traffic increased by an impressive 48 percent. CEO Vachris emphasized that these technology upgrades aren’t just about having fancy features. They’re designed to strengthen what makes Costco special while helping the company offer goods at the lowest possible prices through improved efficiency.
Executive members get monthly Instacart credits
Executive members received another perk that Gold Star members don’t get access to. They now receive a $10 monthly credit on qualifying Instacart orders of $150 or more. This comes on top of the 2 percent cash back they already earn on purchases, up to $1,250 annually. For families who regularly use grocery delivery services, this can add up to $120 in annual savings just on delivery fees.
This benefit makes the $130 Executive membership fee easier to justify for many shoppers. Between the cash back rewards, early shopping hours, and now the Instacart credits, Executive members are getting significantly more value than basic Gold Star members. Executive cardholders account for 47.8 percent of worldwide memberships but were responsible for 74.2 percent of net sales during the most recent quarter, showing their importance to Costco’s bottom line.
New store openings hit unexpected delays
While many changes have been positive, Costco’s expansion plans hit some bumps. The company originally planned to open 35 new stores in 2026 but had to reduce that number to 28 due to construction delays in Spain. These international building challenges pushed back several store openings, disappointing members in areas who were expecting new locations nearby.
CEO Ron Vachris assured investors that these delays are temporary setbacks rather than long-term problems. Starting in 2027, Costco expects to return to opening 30 stores annually. The company is also planning five relocations and various remodeling projects for next year. Future locations will feature larger buildings with expanded parking lots and gas stations to better serve growing membership numbers.
Membership scanning now required at store entrances
Gone are the days of flashing your membership card to the greeter and walking in. Costco now requires all members to scan their physical card or a QR code on their phone when entering stores. This change helps prevent membership sharing and ensures only paying members access the warehouse. The scanning process is quick, but it does add an extra step to the shopping routine.
This requirement came alongside stricter enforcement of membership rules. Only the primary cardholder can use the membership card, and sharing it for purchases isn’t allowed since the photo must match the person using it. Each primary member can add one free household cardholder who lives at the same address, and members can bring up to two guests per visit, though only the member can make purchases. The stricter rules help maintain the exclusivity that makes Costco membership valuable.
Membership fees increased for the first time in years
After seven years of stable pricing, Costco raised its membership fees. Gold Star and Business memberships went from $60 to $65 annually, while Executive memberships increased from $120 to $130. The increases weren’t dramatic, but they represent the first fee hike since 2017. Most members accepted the changes without major complaints, understanding that costs have risen across all industries.
The timing of the fee increase coincided with the introduction of new Executive member perks, helping justify the higher cost for premium memberships. Regular Gold Star members saw a smaller increase and maintained access to all the same benefits they had before. Despite the fee increases, Costco’s membership renewal rates remain strong, suggesting shoppers still see good value in their warehouse club access.
Sales growth reflects positive response to changes
All these changes are translating into real financial results for Costco. Sales rose 5.9 percent year over year during the first quarter of 2025, with net sales jumping 8.2 percent to nearly $66 billion. The combination of improved checkout technology, extended hours, and enhanced digital experiences is keeping existing members happy while attracting new ones.
The company’s focus on using technology to improve efficiency rather than just adding fancy features appears to be working. Management emphasizes that their goal is strengthening the fundamentals that make Costco special while bringing goods to market at the lowest possible prices. The strong sales numbers suggest they’re succeeding in that mission, even as some changes create controversy among different membership tiers.
These permanent changes at Costco show how even established retailers must evolve to meet changing customer expectations. While not every modification pleases all members equally, the overall results demonstrate that strategic improvements can boost both customer satisfaction and company performance. Whether you’re an Executive member enjoying early access or a Gold Star member benefiting from faster checkouts, the shopping experience continues to improve for millions of warehouse club fans.
