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| Extended Hours vs Exclusive Access: A strategic comparison of how Sam’s Club and Costco are using operating hours to shape member behavior and loyalty.(Representing AI image) |
🕒 Sam’s Club is opening doors wider for all members. Costco? Gating access for its top-tier.
Which model wins: inclusivity or exclusivity?
- Dr.Sanjaykumar pawar
Table of Contents
- Introduction: Why Store Hours Matter
- The New Sam’s Club Schedule — What’s Changing
- Costco’s Contrasting Strategy: Exclusive Hours for Premium Members
- Behind the Scenes: Why Sam’s & Costco Are Tweaking Hours
- Member segmentation & loyalty
- Operational costs, staffing, and utilization
- Competitive positioning
- Will It Work? Risks, Benefits, and Consumer Reactions
- Real‑World Examples & Case Studies
- Expert Views & Industry Commentary
- FAQs
- Takeaway & Call to Action
- Sources & Suggested Visual Assets
1. Introduction: Why Store Hours Matter
At first glance, adjusting store hours may seem like a minor operational change. But in the highly competitive world of retail, store hours are a powerful strategic tool. When a company chooses to open earlier, close later, or reserve special hours for certain customers, it’s not just about convenience—it’s about shaping customer behavior, optimizing labor, and differentiating from competitors.
Think of a store as a river of customer traffic. The wider the river—meaning the longer the store is open—the more flow it can handle. But just like dams or locks channel water in specific directions, changes to store hours can steer traffic toward specific outcomes. Whether it’s rewarding loyal customers, reducing peak-time pressure, or managing staffing more efficiently, operating hours are a subtle yet impactful lever.
In October 2025, two warehouse giants—Sam’s Club and Costco—are taking opposite approaches that highlight this concept in action. Sam’s Club is extending store hours for all members, making shopping more accessible and inclusive. Meanwhile, Costco is narrowing access by offering earlier shopping exclusively to its premium “Executive” members. These contrasting strategies reveal deeper differences in how each retailer views customer loyalty, value, and growth.
Why does this matter? Because when retail giants make moves like this, they’re not guessing—they’re responding to data, behavior trends, and competitive pressure. Extended or restricted hours can influence shopping frequency, average basket size, and even membership renewals.
So, what do these changes signal about the future of warehouse retail? And what can everyday shoppers expect?
Let’s break down what’s happening, why these shifts matter, and what it could mean for both customers and the broader retail landscape.
2. The New Sam’s Club Schedule — What’s Changing
What Sam’s Club Is Announcing
Beginning October 12, 2025, Sam’s Club is rolling out a significant schedule change across all U.S. locations—one that increases access for every member. According to TheStreet and other reporting, the new standard operating hours will be:
- Monday–Saturday: 8:00 a.m. – 8:00 p.m.
- Sunday:
- All members: 9:00 a.m. – 8:00 p.m.
- Plus members (Sam’s premium membership tier): Early access from 8:00 a.m.
This change marks a notable expansion in shopping hours—particularly for regular (non-Plus) members, who will now enjoy more weekend flexibility.
Additionally, Sam’s Club fuel centers will adopt expanded Sunday hours, opening from 6:00 a.m. to 10:00 p.m., a major upgrade from the previous 9 a.m.–7 p.m. window.
Holiday shoppers will also see improvements. On key holidays like Memorial Day, Independence Day, Labor Day, and New Year’s Eve, clubs will remain open until 8:00 p.m., instead of closing at 6:00 p.m. as in past years.
Why the Timing Matters
According to a PR Newswire release, Sam’s Club stated that this change follows “testing new shopping hours for its Advantage Plus Members”—tests that reportedly received positive feedback. The company is positioning this shift as a way to “simplify members’ lives” by offering greater shopping flexibility.
The timing also appears strategic. In contrast to Costco, which is narrowing early access to its top-tier members, Sam’s Club is opening the doors wider. This move not only benefits members but signals a clear play for competitive advantage in the warehouse club space.
What Remains Discretionary
While these changes apply nationally, Sam’s Club store managers retain some discretion. Local market conditions—like regional shopping habits or staffing needs—may still influence operating hours.
So, while members can expect a national baseline, individual club hours might vary slightly from location to location. It’s always smart to check with your local club for any adjustments.
Sam’s Club is betting that longer, more flexible hours = happier members. And in a world where convenience drives loyalty, this expanded schedule could be a big win.
3. Costco’s Contrasting Strategy: Exclusive Hours for Premium Members
To fully understand the significance of Sam’s Club expanding hours for all members, it's helpful to look at what Costco is doing in contrast. While one retailer is widening access, the other is tightening it—creating a clear divergence in strategy within the warehouse club industry.
What’s Happening at Costco
As of June 30, 2025, Costco reintroduced exclusive early shopping hours for its Executive Members—the top-tier loyalty program within its membership model.
Here’s how the new access schedule breaks down:
- Weekdays & Sundays: Executive members can enter from 9:00 a.m. to 10:00 a.m., before standard members are allowed in.
- Saturdays: Executive members enjoy a shorter exclusive window from 9:00 a.m. to 9:30 a.m..
- All other members gain access afterward—typically at 10:00 a.m. on weekdays and 9:30 a.m. on Saturdays.
Additionally, Costco has slightly extended closing hours in some locations—Saturday closings now go until 7:00 p.m., up from 6:00 p.m. in many warehouses.
In short, Costco is restricting early access and turning it into a premium perk reserved only for Executive members.
The Rationale Behind the Change
Costco explains the move as a way to reward loyalty. Executive Members tend to be the highest spenders, and this exclusive access is designed to increase their sense of value and recognition.
Industry analysts support this logic. Executive-level shoppers reportedly generate a significant share of revenue, so offering them a quieter, more efficient shopping experience could enhance retention.
Another reason may be operational: staggering customer traffic helps reduce crowding during peak hours, improving the shopping experience for everyone.
Two Clubs, Two Philosophies
So, while Sam’s Club is expanding access, Costco is creating exclusive time windows for its most valuable members. These two strategies reflect fundamentally different approaches to customer engagement and loyalty.
Where Sam’s Club is betting on inclusivity and convenience to win over a broader base, Costco is leaning into exclusivity to drive premium membership value.
What This Means for Shoppers
If you’re a premium member at either club, the benefits are shifting. But for everyday members, the contrast is sharp: Sam’s Club is making it easier to shop—Costco is making it more selective.
4. Behind the Scenes: Why Sam’s & Costco Are Tweaking Hours
To make sense of these shifts, it helps to dig into the strategic forces at play.
4.1 Member segmentation & loyalty
Warehouse clubs typically have tiered memberships (basic vs. premium). These tiers help segment the customer base:
- Premium members often pay more and generate more revenue per user.
- Offering exclusive perks (like earlier access) encourages upgrades to premium tiers.
- But balancing perks is delicate: too many, and the basic tier feels undervalued; too few, and upgrades stagnate.
Costco’s approach leans into exclusivity: earlier access is a perk reserved only for Executive members, helping them feel distinguished.
Sam’s Club’s approach appears more egalitarian: extending hours for all members, though keeping an early hour for Plus members. That suggests a bet that convenience and broader goodwill may drive membership retention and brand affinity broadly.
4.2 Operational costs, staffing, and utilization
Opening an extra hour in the morning or staying open later isn’t free. It means additional labor costs, utility costs, scheduling adjustments, and perhaps a lower staff margin during “shoulder hours” (times with lower customer density).
But there are potential offsets:
- Better utilization of fixed assets (lighting, HVAC, facility overhead)
- Smoothing traffic — reducing congestion during peak times
- Incremental sales during the extended hours — even a small boost can improve margins if fixed costs are relatively low
Costco has publicly estimated that its extended hours (for Executive members) added about 1% to weekly U.S. sales following earlier experiments. That suggests the strategy can have measurable uplift.
Sam’s Club may be hoping that by giving all members more access, it boosts frequency of visits and average basket sizes.
4.3 Competitive positioning & differentiation
These changes also send a message in the warehouse‑club space:
- Sam’s Club likely sees Costco as its primary rival and is responding to Costco’s shift.
- By extending hours to all, Sam’s Club may strategically position itself as more inclusive and flexible.
- Costco’s move may push more members to upgrade, but it also risks alienating non-Executive customers or creating friction.
It’s a tug-of-war between exclusivity and accessibility.
5. Will It Work? Risks, Benefits, and Consumer Reactions l
As Sam’s Club extends its store hours nationwide beginning October 12, 2025, the shift is more than just a scheduling tweak. It’s a strategic play with potential upsides—and some real challenges. Here’s a closer look at the pros, cons, and early signals from consumers and employees.
Potential Benefits (Upside)
Greater Convenience = Happier Members
Longer hours give members more flexibility, especially those juggling full-time jobs or busy family schedules. This added convenience could boost member satisfaction and retention—key metrics for warehouse clubs.
Opportunity for Incremental Sales
Even if traffic is lighter in early or late hours, those shoppers may make full basket purchases. With fixed costs already in place once the store opens, any additional sales can incrementally improve margins.
Soft Competitive Differentiator
Sam’s Club can now market itself as the more “open” alternative to Costco. The message—“longer hours for everyone”—positions the brand as more inclusive and customer-friendly, offering a subtle edge in member perception.
Potential Risks & Challenges
Increased Operating Costs
Opening earlier and closing later means more spending on staffing, utilities, and security. These operational costs can quickly add up—especially if member traffic doesn’t grow proportionately.
Union and Labor Pushback
Extended hours may stretch employee schedules. Reports from internal forums and Reddit suggest some Sam’s Club workers are frustrated, particularly if pay or staffing levels don’t adjust accordingly.
Underutilized Hours
There’s always the risk that certain time slots—like early Sunday mornings—see minimal traffic, making the added hours inefficient.
Customer Confusion or Backlash
Different opening times for Plus vs. regular members, or location-based variations, can lead to confusion and dissatisfaction, especially if not clearly communicated.
Traffic Redistribution, Not Growth
Instead of driving new visits, extended hours may simply spread out existing shoppers, potentially creating unexpected slow periods or bottlenecks.
Consumer & Employee Reactions (Early Signals)
- Leaks and internal chatter show some Sam’s Club employees are concerned about the changes.
- Customer feedback online is mixed—some appreciate the added flexibility, others question staffing impacts.
- Analysts like Neil Saunders and David Biernbaum warn that member perception is a delicate balancing act.
Ultimately, the success of this move will hinge on execution, communication, and whether the added convenience translates into measurable member value.
6. Real‑World Examples & Case Studies
Example: Costco’s “early access experiment”
Costco has tried variations of early access in past years. The recent 2025 shift is a revival. According to Costco Insider, the chain is reinstating early hours for Executive members to improve convenience and reward loyal customers.
Some early shoppers said they walked in just after 9:00 a.m. with minimal crowds and appreciated the calm environment.
Over time, enforcement of exclusive windows became stricter, barring Gold Star members from early entry entirely.
From these experiences, several outcomes emerged:
- Some Gold Star members upgraded to Executive to get the perk.
- Some members griped about lost flexibility.
- Store traffic patterns shifted upward slightly.
Example: Early store hours in grocery chains
Outside of warehouse clubs, many grocery and supercenter chains have experimented with extended hours—24/7 operations, early-morning openings, late-night closings—to capture shoppers with nontraditional schedules. The results are mixed: staff costs and security often erode margins in low-traffic hours, unless there’s latent demand.
One analogy: think of rideshare drivers in off-peak hours. If there's no demand, you don’t send many drivers. But if you find “hidden demand” (e.g. early-shift workers, overnight travelers), it can pay off. Similarly, Sam’s Club may be betting there is hidden demand in earlier morning and later evening windows.
7. Expert Views & Industry Commentary
As Sam’s Club expands its store hours for all members and Costco adds exclusivity for Executive Members, reactions from industry experts and insiders offer a more grounded look at the real-world impact of these strategies.
1. Exclusive Hours Could Drive Upgrades—But Also Confusion
Retail analyst Neil Saunders, Managing Director at GlobalData, sees Costco’s move as a calculated push toward upgrading:
“The earlier hours add another benefit to the Executive tier of the membership program. Yes, it may cause a little confusion (and even resentment), but it may also encourage some people to trade up to a higher tier.”
His perspective highlights both the opportunity and the risk—Costco may boost revenue from upgrades, but alienating regular members is a real possibility.
2. Not Everyone’s Sold on the Strategy
Veteran retail strategist David Biernbaum adds a layer of caution, noting that exclusivity doesn’t always translate to customer satisfaction or profitability:
“Exclusive hours may appeal to some customers seeking a more personalized service, but they may also alienate others… Managing these exclusive hours could entail additional operational costs, which could offset any potential profit increases.”
Biernbaum’s comment underscores that while exclusivity can strengthen loyalty, it also introduces complexity and potential downsides.
3. Some View It as Smart Loyalty Marketing
On the other hand, Warren Shoulberg of RetailWire praises Costco’s approach as savvy and focused:
“This is yet another brilliant move by Costco… By treating its best customers best, it reinforces why you should be a best customer.”
In this view, Costco is simply prioritizing its highest-value shoppers—those who spend more, visit more often, and drive profitability.
4. Sam’s Club Keeps the Focus on Convenience and Inclusivity
In contrast, Sam’s Club is leaning into accessibility and broader member satisfaction. In a statement to PR Newswire, a company spokesperson said:
“We want to do all we can to help simplify their lives and know the demands on their time continue to grow.”
Longtime member Mark Spaight echoed this benefit:
“Now all Sam’s Club Plus Members will be able to also shop early… it’s such a convenience.”
These expert insights reveal a high-stakes divergence in strategy. While Costco is doubling down on exclusivity, Sam’s Club is betting on broader access—and both are navigating the delicate balance of loyalty, convenience, and customer perception.
8. FAQs
Q1. Why not just open 24 hours?
Opening 24/7 might seem ideal, but the costs—night crew wages, security, utilities—often outweigh the benefits unless there is consistent demand. Sam’s may test incremental expansions rather than full 24-hour operations.
Q2. Will membership fees change?
No confirmed announcements suggest fees will change. Sam’s Club is expanding hours without raising membership prices (as of now).
Q3. What about local clubs with special hours?
Some stores already had nonstandard hours due to local demographics or business customers; such local deviations may persist despite the national baseline.
Q4. Do these changes apply to all services (pharmacy, optical, etc.)?
Not necessarily. As with Costco’s model, some departments may stick to traditional hours even if the main club opens earlier. Always check with your local club.
Q5. Can gasoline/fuel centers follow these new times?
Yes, Sam’s is specifically expanding fuel center hours (e.g. Sunday to 6:00 a.m.–10:00 p.m.).
Q6. Does this change force members to upgrade to Plus?
Not immediately—regular members still get access from 9 a.m. on Sundays and full hours M–Sat. But the extra early hour for Plus members may encourage upgrades for those who value the head start.
9. Takeaway & Call to Action
Takeaway:
Walmart’s Sam’s Club move to broaden hours for all members is a bold counter to Costco’s more gate‑kept approach. It’s a bet that accessibility and goodwill will pay dividends in loyalty and spend. But the success hinges on execution: managing costs, staff morale, and traffic flow. Time (and data) will tell.
If you're a Sam’s Club member, mark October 12, 2025 on your calendar and try out the new hours. If you’re a Costco shopper, assess whether upgrading to Executive now brings you real value given the evolving hours. As a retail observer or competitor, watch this as a mini case study in how big retailers use time as a strategic lever.
Call to Action:
- If you liked this deep dive, share it with friends who shop warehouse clubs—maybe spark a conversation.
- Drop me a comment: Will you change your shopping habits under the new hours?
- Subscribe to updates—I'll continue tracking results from Sam’s and Costco and bring you analysis as data come in.
10. Sources & Suggested Visual Assets
Sources (official, media, expert)
- Walmart’s Sam’s Club changes its operating hours — TheStreet (Daniel Kline)
- Sam’s Club PR release: Sam’s Club Extends Early Shopping Hours — PR Newswire
- Sam’s Club Makes Major Change to Sunday Hours — Parade / USA Today via reporting
- New Executive Member Early Hours Coming Soon — Costco Insider
- Fox Business, EatingWell, TimeOut, Business Insider — coverage of Costco hours shift
- Retail commentary (Neil Saunders, David Biernbaum) via TheStreet article
- Reddit employee and customer leaks (on schedules)
Suggested Visuals & Graphics to clearify -
- Timeline graphic: showing when Sam’s changes take effect (Oct 12) vs Costco’s rollout (June 30)
- Side-by-side table: hours of Sam’s (old vs new) and Costco (general vs Executive)
- “Traffic flow” diagram: illustrating how expanded hours distributes foot traffic instead of peaks
- Cost vs. revenue projection chart: hypothetical revenue uplift vs cost of extended hours
- Regional variation map: highlighting states/clubs where hours differ
- Member survey chart: potential vs actual usage of expanded hours
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