Costco is getting a traffic boost from opening early for executive members

Core Insights - Costco's decision to extend shopping hours for executive members is proving to be beneficial, as foot traffic data indicates an increase in shopper visits and frequency [1][3] - The adjustment has led to a shift in foot traffic patterns, with more shoppers visiting during the 9 a.m. hour, suggesting a positive reception of the new schedule [2][3] - Shorter shopping trips are being reported, with visits decreasing from an hour to 30-45 minutes, which is expected to drive additional visits and enhance overall shopping experience [4] Financial Impact - Costco's fiscal year ended on August 31, and the upcoming fourth-quarter results will provide insights into the financial effects of the extended hours, with analysts anticipating a positive contribution to sales growth [3][14] - The extended hours are expected to be "accretive" to the company's already strong sales performance this year [3] Customer Behavior - The extended hours have resulted in a more balanced flow of foot traffic, improving the shopping experience for all customers, regardless of membership tier [3] - There is a noted increase in younger consumers, particularly millennials and Gen Z, who are starting families, contributing to a slight decrease in average income among Costco's customer base [12] Membership Dynamics - The potential for new shoppers to become long-term members is significant, especially with the upgrade from Gold Star to Executive membership, which doubles fee revenue from those members [13] - The upcoming earnings call may provide further insights into the growth of Costco's membership tiers [14] Operational Strategies - Costco is testing various strategies to manage increasing store traffic, with extended hours being one of the most visible initiatives [5] - A new "scan and go" approach is being trialed, allowing store workers to scan items in customers' carts to streamline the checkout process [6]