Since June 30, Costco has opened an hour earlier (9 a.m.) at many warehouses to allow its Executive Members more time to shop—by September the perk has expanded to include every location nationwide. Foot traffic research firm Placer.ai reported that the extended hours are already reshaping shopping patterns, with measurable impacts on both visit timing and length of the visit.
“The additional morning hour appears to have encouraged some Executive Members to shift their trips earlier in the day, which in turn reduced traffic concentration during late-morning and afternoon peaks,” wrote Placer.ai.
This research firm theorizes that the redistribution of shoppers helps create a “more balanced flow of visitors,” likely improving the shopping experience for members.
After the introduction of early Executive openings, research revealed that Costco visits lasting 30 to 45 minutes increased in July and August while the share of visits lasting 45 to 60 minutes fell.
“This shift suggests that early-access shoppers are more purposeful and efficient, taking advantage of lighter crowds and easier store navigation. Importantly, Costco did not assign additional staff hours to cover the new morning window—a decision that seems to be validated by the data. With members shopping more efficiently, the company managed to enhance customer experience without increasing operational costs,” Placer.ai said.
In other Costco news, earlier this year Costco revealed plans to open its first ever stand-alone gas station in the city of Mission Viejo, California. The station will feature 40 pumps and will not have a convenience store. It will be located at the Mission Viejo Freeway Center at 25732 El Paseo, just off Interstate 5.