Change rarely comes quickly at Costco—which is exactly why members should pay attention when it does. The warehouse giant, known for its no-frills consistency, has quietly rolled out new benefits that many shoppers haven’t even noticed yet.

From early store hours to added rewards on everyday purchases, these updates are designed to make membership feel more valuable than ever.

But in true Costco fashion, the company made the changes without fanfare, letting customers discover the perks for themselves.


Costco’s most loyal shoppers—its Executive Members—now enjoy earlier access to stores, a move the company says has boosted sales and satisfaction.

“To increase value and convenience for our members, on June 30, we added executive member-exclusive operating hours in the mornings and additional hour on Saturday evenings,” said CEO Ron Vachris during the retailer’s fourth-quarter earnings call.

The shift, he noted, has already lifted weekly US sales by about 1%. It’s a small operational tweak with big symbolic meaning—rewarding the members who drive nearly three-quarters of Costco’s worldwide revenue.

But the extra time isn’t the only new perk. Executive Members also now receive a $10 Instacart credit each month on orders over $150, giving them another reason to upgrade from the basic Gold Star tier.


“Since announcing these new executive benefits, we’ve seen the meaningful increase in upgrades from Gold Star members,” Vachris added.

According to CFO Gary Millerchip, Costco now counts nearly 39 million paid Executive memberships—a 9.3% increase from last year—representing nearly half of all members and more than 74% of sales.

Costco also quietly enhanced its Costco Anywhere Visa Card by Citi, adding 5% rewards on gas purchases and updating the card’s design. “We added an incremental benefit where the member can now receive 5% rewards on gas,” Millerchip said.

“We’ve been pleased so far with the reaction from members and the continued growth in that program.”

The credit card already offers up to 4% cash back on other fuel purchases, 3% on travel and dining, 2% on Costco shopping, and 1% everywhere else.


Also read: Skip the lines at Costco? A new perk lets you shop early—if you qualify

The added gas bonus deepens the connection between the credit card and Costco’s core value proposition: steady savings on essentials that matter most to families.

Beyond perks, analysts say Costco’s subtle evolution is part of a larger, slow-moving modernization effort.

Neil Saunders of GlobalData noted that the retailer’s investments in technology—like improved online ordering and in-store pickup features—are smart, measured moves.

“This is all more of a gentle technology evolution than a massive transformation,” he told RetailWire.


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Another expert, Melissa Minkow, agreed, saying that enhancing backend systems can improve the in-store and omnichannel experience without changing Costco’s familiar rhythm.

For members, it’s a reminder that even the most traditional retailers can evolve—quietly, strategically, and always with value in mind.

Read next: Are you missing out on a secret $150 Costco credit with this membership upgrade?
Costco’s newest changes may seem small, but they reflect the company’s long-standing approach: reward loyalty and evolve without losing trust. What do you think of these quiet new perks—are they enough to make you upgrade or renew your membership? Share your thoughts below and let us know how you feel about Costco’s subtle shift in strategy.