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Costco's Executive Hours: The Data Is In | Fast Five Shorts · Omni Talk Retail

• 0:00
  Costco's
• 0:00
  extra
• 0:01
  hour
• 0:01
  for
• 0:01
  executive
• 0:02
  members
• 0:02
  has
• 0:03
  shifted
• 0:03
  visits
• 0:04
  earlier,
• 0:04
  it
• 0:04
  appears,
• 0:05
  According
• 0:05
  to
• 0:05
  Placer
• 0:06
  AI
• 0:06
  a
• 0:07
  Placer
• 0:07
  AI
• 0:08
  blog
• 0:08
  post.
• 0:08
  Our
• 0:08
  friends
• 0:08
  at
• 0:09
  Placer
• 0:09
  AI
• 0:10
  Since
• 0:10
  June
• 0:11
  30,
• 0:11
  2025,
• 0:12
  Costco
• 0:12
  has
• 0:12
  offered
• 0:13
  executive
• 0:13
  members
• 0:13
  an
• 0:14
  extra
• 0:14
  hour
• 0:14
  to
• 0:14
  shop
• 0:15
  at
• 0:15
  many
• 0:15
  warehouses.
• 0:16
  And
• 0:16
  by
• 0:16
  September,
• 0:17
  the
• 0:17
  perk
• 0:18
  expanded
• 0:18
  company
• 0:18
  wide.
• 0:19
  The
• 0:19
  additional
• 0:20
  morning
• 0:20
  the
• 0:21
  additional
• 0:21
  morning
• 0:22
  hour
• 0:22
  appears
• 0:22
  to
• 0:22
  have
• 0:23
  encouraged
• 0:23
  some
• 0:23
  executive
• 0:24
  members
• 0:24
  to
• 0:25
  shift
• 0:25
  their
• 0:25
  trips
• 0:26
  earlier
• 0:26
  in
• 0:26
  the
• 0:26
  day,
• 0:26
  which
• 0:27
  in
• 0:27
  turn
• 0:28
  has
• 0:28
  reduced
• 0:29
  traffic
• 0:29
  concentration
• 0:30
  during
• 0:30
  late
• 0:30
  morning
• 0:31
  and
• 0:31
  afternoon
• 0:31
  peaks.
• 0:32
  Shoppers
• 0:33
  using
• 0:33
  early
• 0:34
  access
• 0:34
  also
• 0:34
  seem
• 0:35
  to
• 0:35
  shop
• 0:35
  more
• 0:35
  efficiently,
• 0:36
  with
• 0:36
  Costco
• 0:37
  seeing
• 0:37
  a
• 0:37
  rise
• 0:37
  in
• 0:38
  30
• 0:38
  to
• 0:38
  45
• 0:38
  minute
• 0:39
  visits
• 0:39
  and
• 0:40
  a
• 0:40
  drop
• 0:40
  in
• 0:40
  45
• 0:41
  to
• 0:41
  60
• 0:42
  minute
• 0:42
  visits
• 0:42
  following
• 0:43
  the
• 0:43
  implementation
• 0:44
  of
• 0:44
  the
• 0:44
  extended
• 0:45
  hours.
• 0:46
  Reportedly,
• 0:46
  the
• 0:47
  policy
• 0:47
  has
• 0:47
  also
• 0:48
  improved
• 0:48
  customer
• 0:49
  experience
• 0:50
  without
• 0:50
  requiring
• 0:51
  additional
• 0:51
  staff.
• 0:52
  And
• 0:53
  is
• 0:53
  this
• 0:53
  early
• 0:54
  data
• 0:54
  from
• 0:54
  Placer
• 0:55
  clearly
• 0:55
  indicative
• 0:56
  of
• 0:56
  early
• 0:56
  morning
• 0:56
  shopping
• 0:57
  being
• 0:57
  a
• 0:57
  big
• 0:58
  win
• 0:58
  for
• 0:58
  Costco?
• 1:00
  100%,
• 1:00
  I
• 1:01
  actually
• 1:01
  think.
• 1:01
  100%.
• 1:02
  No
• 1:02
  hedge
• 1:03
  at
• 1:03
  all.
• 1:03
  No,
• 1:03
  I
• 1:04
  think
• 1:04
  this
• 1:04
  is
• 1:04
  another
• 1:05
  big
• 1:05
  headline
• 1:06
  because
• 1:07
  I
• 1:07
  think
• 1:07
  this
• 1:08
  has
• 1:08
  changed
• 1:09
  the
• 1:09
  Costco
• 1:09
  shopping
• 1:10
  experience
• 1:11
  from
• 1:11
  a
• 1:11
  once
• 1:12
  a
• 1:12
  week
• 1:12
  or
• 1:12
  once
• 1:13
  a
• 1:13
  month
• 1:13
  stock
• 1:13
  up
• 1:13
  trip
• 1:14
  to
• 1:14
  a
• 1:15
  daily
• 1:16
  or
• 1:16
  multiple
• 1:17
  times
• 1:17
  per
• 1:17
  week
• 1:18
  trip.
• 1:18
  Because
• 1:19
  if
• 1:19
  you
• 1:19
  look
• 1:19
  at
• 1:19
  the
• 1:20
  data
• 1:20
  from
• 1:20
  Business
• 1:20
  Insider,
• 1:21
  one
• 1:22
  of
• 1:22
  the
• 1:22
  biggest
• 1:23
  demographics
• 1:23
  shopping
• 1:24
  during
• 1:24
  this
• 1:25
  time,
• 1:25
  this
• 1:25
  executive
• 1:26
  time
• 1:26
  from
• 1:27
  9
• 1:27
  to
• 1:27
  10am
• 1:28
  is,
• 1:28
  is
• 1:28
  millennials
• 1:29
  and
• 1:29
  younger
• 1:29
  families.
• 1:30
  So
• 1:31
  this
• 1:31
  means
• 1:31
  that
• 1:32
  going
• 1:32
  there
• 1:32
  just
• 1:33
  to
• 1:33
  grab
• 1:33
  milk,
• 1:33
  eggs,
• 1:34
  diapers,
• 1:35
  whatever
• 1:35
  you
• 1:35
  need
• 1:36
  on
• 1:36
  the
• 1:36
  way
• 1:36
  to
• 1:36
  work,
• 1:37
  you
• 1:37
  know,
• 1:37
  you
• 1:38
  know,
• 1:38
  as
• 1:38
  your
• 1:38
  morning
• 1:39
  errand
• 1:39
  run,
• 1:40
  like
• 1:40
  now,
• 1:40
  this
• 1:41
  is
• 1:41
  going
• 1:41
  to
• 1:41
  be
• 1:41
  as
• 1:42
  quick
• 1:42
  for
• 1:43
  people
• 1:43
  as
• 1:43
  a
• 1:44
  trip
• 1:44
  to
• 1:44
  Walmart
• 1:45
  or
• 1:45
  to
• 1:45
  Kroger
• 1:46
  to
• 1:46
  get
• 1:46
  those
• 1:46
  things.
• 1:47
  I
• 1:47
  mean
• 1:47
  they're
• 1:47
  saying
• 1:48
  30
• 1:48
  minute
• 1:48
  shopping
• 1:49
  trips.
• 1:49
  That
• 1:49
  means
• 1:49
  you
• 1:49
  can
• 1:49
  get
• 1:50
  in,
• 1:50
  get
• 1:50
  what
• 1:51
  you
• 1:51
  need
• 1:51
  and
• 1:51
  get
• 1:51
  out.
• 1:52
  And
• 1:52
  that
• 1:52
  changes
• 1:53
  what
• 1:54
  Costco
• 1:54
  is
• 1:55
  for
• 1:55
  me.
• 1:55
  And
• 1:56
  as
• 1:56
  a
• 1:56
  grocery
• 1:57
  retailer,
• 1:57
  as
• 1:58
  a
• 1:58
  mass
• 1:59
  retailer,
• 2:00
  in
• 2:00
  the
• 2:00
  whole
• 2:00
  scheme
• 2:01
  of
• 2:01
  like
• 2:01
  do
• 2:01
  I
• 2:02
  go
• 2:02
  there
• 2:02
  today?
• 2:03
  No,
• 2:04
  I
• 2:04
  think
• 2:04
  it's
• 2:04
  completely
• 2:05
  out
• 2:05
  of
• 2:05
  the
• 2:05
  consideration
• 2:06
  set
• 2:06
  for
• 2:06
  people
• 2:07
  because
• 2:07
  of
• 2:07
  the
• 2:07
  time
• 2:08
  and
• 2:08
  the
• 2:08
  traffic
• 2:09
  that
• 2:09
  you
• 2:09
  have
• 2:09
  to
• 2:09
  deal
• 2:09
  with.
• 2:10
  So
• 2:11
  I
• 2:11
  think
• 2:11
  this
• 2:11
  is
• 2:12
  a
• 2:12
  huge
• 2:12
  move
• 2:12
  for
• 2:13
  Costco.
• 2:13
  And
• 2:14
  best
• 2:14
  of
• 2:14
  all,
• 2:15
  they
• 2:15
  don't
• 2:15
  have
• 2:15
  to
• 2:15
  do
• 2:16
  anything
• 2:16
  with
• 2:16
  employees.
• 2:17
  They're
• 2:17
  not
• 2:17
  adding
• 2:18
  any
• 2:18
  overhead.
• 2:19
  They're
• 2:19
  just
• 2:19
  collecting
• 2:20
  more
• 2:20
  like
• 2:21
  this
• 2:21
  additional
• 2:22
  subscription
• 2:23
  revenue
• 2:23
  and
• 2:23
  I
• 2:24
  would
• 2:24
  certainly
• 2:24
  pay
• 2:25
  for
• 2:25
  it.
• 2:25
  Like
• 2:25
  I,
• 2:25
  I
• 2:25
  think
• 2:26
  people
• 2:27
  are
• 2:27
  going
• 2:27
  to.
• 2:27
  Right.
• 2:28
  So
• 2:28
  to
• 2:28
  me
• 2:29
  this
• 2:29
  is
• 2:29
  a
• 2:29
  genius
• 2:30
  move
• 2:30
  by
• 2:30
  Costco
• 2:31
  and
• 2:31
  I'm
• 2:32
  really
• 2:32
  excited
• 2:32
  to
• 2:32
  see
• 2:33
  like
• 2:33
  in
• 2:33
  the
• 2:34
  next
• 2:34
  six
• 2:34
  months
• 2:34
  even
• 2:35
  hopefully
• 2:36
  Placer
• 2:37
  will
• 2:37
  put
• 2:37
  some
• 2:37
  more
• 2:37
  data
• 2:37
  out
• 2:37
  for
• 2:38
  us.
• 2:38
  But
• 2:38
  I'm,
• 2:38
  I'm
• 2:39
  interested
• 2:39
  to
• 2:39
  see
• 2:39
  what
• 2:39
  this
• 2:40
  does
• 2:40
  for
• 2:40
  Costco's
• 2:41
  Business.
• 2:41
  But
• 2:42
  are.
• 2:42
  Would
• 2:43
  you
• 2:43
  pay
• 2:43
  extra
• 2:44
  for
• 2:44
  this
• 2:44
  membership?
• 2:44
  Are
• 2:45
  you
• 2:45
  going
• 2:45
  to
• 2:45
  go
• 2:46
  to
• 2:46
  Costco
• 2:46
  without
• 2:47
  having
• 2:47
  to
• 2:47
  deal
• 2:47
  with
• 2:48
  any
• 2:48
  other
• 2:48
  people?
• 2:49
  Oh,
• 2:49
  I
• 2:49
  don't
• 2:49
  know.
• 2:49
  I
• 2:50
  don't
• 2:50
  know
• 2:50
  if
• 2:50
  I'd
• 2:50
  pay
• 2:50
  extra
• 2:51
  for
• 2:51
  it,
• 2:51
  but
• 2:51
  I
• 2:51
  think,
• 2:51
  you
• 2:51
  know,
• 2:52
  if.
• 2:52
  If
• 2:52
  this
• 2:52
  was
• 2:53
  important
• 2:53
  to
• 2:53
  me,
• 2:53
  I
• 2:53
  would
• 2:53
  pay
• 2:54
  extra
• 2:54
  for
• 2:54
  it.
• 2:55
  You
• 2:55
  know,
• 2:55
  I
• 2:55
  think.
• 2:56
  Know
• 2:56
  what,
• 2:56
  What
• 2:57
  I
• 2:57
  got
• 2:57
  thinking
• 2:57
  about
• 2:57
  was
• 2:57
  the
• 2:57
  line
• 2:58
  from
• 2:58
  Jaws,
• 2:58
  I'm
• 2:58
  going
• 2:58
  to
• 2:59
  need
• 2:59
  a
• 2:59
  bigger
• 2:59
  boat.
• 2:59
  I
• 2:59
  think
• 3:00
  if
• 3:00
  people
• 3:00
  are
• 3:00
  doing
• 3:00
  what
• 3:00
  you're
• 3:01
  saying,
• 3:01
  they're
• 3:01
  going
• 3:01
  to
• 3:01
  need
• 3:01
  a
• 3:01
  bigger
• 3:02
  fridge.
• 3:02
  But,
• 3:03
  but,
• 3:03
  yeah,
• 3:03
  I
• 3:04
  think
• 3:04
  I'm
• 3:04
  with
• 3:04
  you.
• 3:04
  I
• 3:04
  mean,
• 3:04
  I
• 3:05
  was
• 3:05
  trying
• 3:05
  to
• 3:05
  think
• 3:05
  of,
• 3:05
  like,
• 3:05
  why
• 3:06
  would
• 3:06
  this
• 3:06
  data
• 3:06
  be
• 3:07
  wrong
• 3:07
  in
• 3:07
  any
• 3:07
  way,
• 3:08
  shape
• 3:08
  or
• 3:08
  form?
• 3:08
  Or
• 3:09
  what
• 3:09
  could
• 3:09
  we
• 3:09
  be
• 3:09
  missing?
• 3:10
  Maybe
• 3:10
  not
• 3:10
  wrong,
• 3:10
  but,
• 3:10
  like,
• 3:11
  what
• 3:11
  could
• 3:11
  we
• 3:11
  be
• 3:11
  missing
• 3:11
  in
• 3:12
  the
• 3:12
  data?
• 3:12
  And
• 3:13
  it's
• 3:13
  really
• 3:13
  hard
• 3:13
  to
• 3:13
  say.
• 3:14
  Like,
• 3:14
  I
• 3:14
  think
• 3:14
  I'm
• 3:14
  with
• 3:14
  you.
• 3:15
  It's
• 3:15
  like
• 3:15
  100%.
• 3:15
  It
• 3:15
  seems
• 3:16
  like
• 3:16
  a
• 3:16
  good
• 3:16
  move.
• 3:16
  It's.
• 3:17
  It's
• 3:17
  a
• 3:17
  total
• 3:18
  case
• 3:18
  study
• 3:18
  in
• 3:18
  operations
• 3:19
  management.
• 3:19
  It
• 3:19
  feels
• 3:20
  like
• 3:20
  something
• 3:20
  I
• 3:20
  would
• 3:20
  have
• 3:20
  studied
• 3:21
  and,
• 3:21
  and
• 3:21
  SAT
• 3:21
  and
• 3:22
  debated
• 3:22
  in,
• 3:22
  like,
• 3:22
  the
• 3:22
  Harvard
• 3:23
  Business
• 3:23
  School
• 3:23
  back
• 3:24
  in
• 3:24
  the
• 3:24
  day.
• 3:24
  Like,
• 3:25
  like
• 3:25
  you
• 3:25
  said,
• 3:25
  the
• 3:25
  staff
• 3:25
  is
• 3:26
  already
• 3:26
  there.
• 3:27
  Costco
• 3:28
  has
• 3:28
  a
• 3:28
  known
• 3:28
  congestion
• 3:29
  problem.
• 3:30
  You
• 3:30
  have
• 3:31
  people
• 3:31
  that
• 3:31
  are
• 3:31
  paying
• 3:32
  more
• 3:32
  for
• 3:32
  this
• 3:32
  executive
• 3:33
  membership,
• 3:33
  so
• 3:34
  they
• 3:34
  want
• 3:34
  to.
• 3:35
  Everyone
• 3:35
  wants
• 3:35
  to
• 3:35
  get
• 3:36
  out
• 3:36
  with
• 3:36
  less
• 3:36
  hassle.
• 3:37
  Like,
• 3:37
  that's
• 3:37
  kind
• 3:37
  of
• 3:37
  a
• 3:37
  universal
• 3:38
  truth,
• 3:38
  right?
• 3:39
  Nobody
• 3:39
  wants
• 3:39
  to.
• 3:39
  Nobody
• 3:40
  wants
• 3:40
  to,
• 3:40
  you
• 3:41
  know,
• 3:41
  deal
• 3:41
  with
• 3:41
  the
• 3:42
  parking
• 3:42
  lots
• 3:42
  and
• 3:42
  the
• 3:42
  amount
• 3:43
  of
• 3:43
  people
• 3:43
  that
• 3:43
  are
• 3:43
  Costco.
• 3:44
  I
• 3:44
  have
• 3:44
  to
• 3:44
  do,
• 3:44
  like
• 3:45
  a
• 3:45
  sanity
• 3:45
  break,
• 3:46
  like,
• 3:46
  in
• 3:46
  my
• 3:47
  car,
• 3:47
  like
• 3:47
  a
• 3:47
  meditation
• 3:48
  before
• 3:48
  I
• 3:48
  go
• 3:49
  in
• 3:49
  there.
• 3:49
  Like,
• 3:49
  okay,
• 3:50
  this
• 3:50
  is.
• 3:50
  No,
• 3:51
  it's
• 3:51
  like
• 3:51
  the
• 3:51
  worst
• 3:51
  of
• 3:52
  passive
• 3:52
  aggressive
• 3:52
  Minnesotans.
• 3:53
  When
• 3:53
  you
• 3:53
  go
• 3:53
  to.
• 3:54
  When
• 3:54
  you
• 3:54
  go
• 3:54
  to
• 3:54
  the
• 3:54
  Costco
• 3:55
  parking
• 3:55
  lot,
• 3:55
  it's
• 3:55
  terrible.
• 3:56
  So,
• 3:56
  like,
• 3:56
  yeah,
• 3:57
  so,
• 3:57
  like,
• 3:57
  and,
• 3:57
  and,
• 3:58
  and
• 3:58
  the
• 3:58
  other
• 3:58
  thing,
• 3:58
  too,
• 3:59
  is
• 3:59
  those
• 4:00
  people
• 4:00
  are
• 4:01
  going
• 4:01
  to
• 4:01
  be
• 4:01
  easier
• 4:02
  for
• 4:02
  the
• 4:02
  store
• 4:03
  employees
• 4:03
  to
• 4:03
  manage,
• 4:04
  too,
• 4:04
  because
• 4:04
  they're
• 4:04
  just
• 4:04
  getting
• 4:05
  in
• 4:05
  and
• 4:05
  out.
• 4:05
  They're
• 4:05
  not
• 4:06
  the
• 4:06
  ones
• 4:06
  that
• 4:06
  need
• 4:06
  a
• 4:06
  lot
• 4:06
  of
• 4:07
  help.
• 4:07
  They're
• 4:07
  not
• 4:07
  the
• 4:07
  ones
• 4:07
  that
• 4:07
  are
• 4:08
  going
• 4:08
  to
• 4:08
  complain.
• 4:08
  They
• 4:08
  got
• 4:09
  a.
• 4:09
  They're
• 4:09
  on
• 4:09
  a
• 4:09
  mission.
• 4:09
  They
• 4:10
  want
• 4:10
  to
• 4:10
  get
• 4:10
  in
• 4:10
  and
• 4:10
  out.
• 4:11
  So,
• 4:11
  So
• 4:11
  I
• 4:11
  think
• 4:11
  it's
• 4:12
  incredibly.
• 4:12
  I
• 4:13
  don't
• 4:13
  use
• 4:13
  this
• 4:13
  word
• 4:13
  very
• 4:13
  often,
• 4:14
  but
• 4:14
  I
• 4:14
  think
• 4:14
  it's
• 4:14
  incredibly
• 4:15
  savvy
• 4:15
  by
• 4:16
  Costco
• 4:17
  and
• 4:17
  not
• 4:18
  surprised
• 4:18
  it's
• 4:18
  working.
• 4:19
  I
• 4:19
  mean,
• 4:19
  that's
• 4:20
  the
• 4:20
  fundamental
• 4:20
  thing
• 4:20
  here.
• 4:21
  I
• 4:21
  think
• 4:21
  the
• 4:21
  key
• 4:22
  thing,
• 4:22
  if
• 4:22
  you
• 4:23
  got
• 4:23
  me
• 4:23
  thinking,
• 4:23
  though,
• 4:23
  if
• 4:24
  they
• 4:24
  are
• 4:24
  going
• 4:24
  to
• 4:24
  watch
• 4:24
  out
• 4:25
  for
• 4:25
  something,
• 4:25
  I
• 4:25
  think
• 4:26
  they
• 4:26
  have
• 4:26
  to
• 4:26
  avoid,
• 4:27
  like,
• 4:27
  the
• 4:27
  clear
• 4:28
  problem
• 4:28
  at
• 4:28
  the
• 4:28
  airport,
• 4:29
  where
• 4:29
  suddenly
• 4:30
  everyone
• 4:30
  has
• 4:31
  this
• 4:31
  executive
• 4:31
  membership
• 4:32
  and
• 4:32
  I'll
• 4:32
  see
• 4:33
  about
• 4:33
  that
• 4:33
  purpose,
• 4:34
  too.
• 4:34
  So
• 4:35
  it
• 4:35
  just
• 4:35
  shifts.
• 4:35
  It
• 4:36
  just
• 4:36
  shifts
• 4:36
  it
• 4:36
  to
• 4:36
  a
• 4:37
  different
• 4:37
  time
• 4:37
  of
• 4:37
  day.
• 4:38
  Right,
• 4:38
  Right.
• 4:39
  That's
• 4:39
  a
• 4:39
  big
• 4:39
  issue,
• 4:39
  though,
• 4:40
  potentially.
• 4:40
  They
• 4:40
  got
• 4:40
  to
• 4:41
  watch
• 4:41
  for
• 4:41
  that.