At Simi Valley’s Costco, a New Rule Highlights the Divide Between Shoppers
(CLAIR | Simi Valley, CA) — At 9am sharp, the doors of the Simi Valley Costco slide open. Inside, Executive Members move quietly through the aisles, filling carts with bulk eggs, flats of water, and the occasional oversized box of cinnamon rolls. Outside, another line waits. Gold Star members — the majority of shoppers — stand in the late-summer heat, watching others shop while they wait for their turn at 10.
This small change in timing is not small in meaning. For the first time, Costco has created a daily, visible split between those who pay for the higher-priced membership and those who don’t.
A Rule That Splits the Crowd
On September 1, 2025, Costco’s new nationwide policy went into effect. Executive Members, who pay $130 annually, now receive an exclusive shopping window: 9 a.m. to 10 a.m. on weekdays, and 9 a.m. to 9:30 a.m. on Saturdays.
Standard $65 Gold Star members — along with Business members at the same price — must wait outside until the later opening.
The company defended the change in a statement to Business Insider: “Our Executive Members are our most loyal members, and we want to reward them for their commitment to Costco.”
For years, all members walked in together. Now, every morning at the Cochran Street location in Simi and at Costco’s across the country, the split is visible.
A Store Built for the Affluent
Costco has always leaned toward wealthier households. Industry research shows that about 60% of Costco members live in households earning more than $100,000 per year, well above the national median income of $74,000.
Ventura County reflects that pattern. According to the 2023 State of the Region Report, the median household income here is $94,150. In Simi Valley, many households earn well above that, with significant portions crossing the $150,000 and $200,000 thresholds. For those families, upgrading to Executive status is not a burden — it is a convenience.
And convenience has become another form of separation.
“If We Pay More, We Should Get More”
The new rule has sparked debate among shoppers. Some view it as exclusionary. As one shopper told SFGate, losing early entry “doesn’t feel right” for people who have relied on morning hours for years.
Others take the opposite stance. On social media, one member told The Sun: “If we pay more, we should get earlier access.”
At the Simi Valley Costco, both sides of that argument are now visible. One group shops in calm aisles. The other waits outside until their turn.
Costco as a Marker of Prosperity
Costco has always been more than a store. For many, it is a quiet marker of financial stability. One shopper reflected on Reddit: “When you’re poor, you know buying in bulk saves money, but you can’t afford to. Now that I can, shopping at Costco feels like proof I’ve made it.”
That statement resonates in Simi, where households often fall into higher income brackets than much of the country. The new rule intensifies the symbolism. Shopping at Costco already suggested a certain level of stability. Shopping early now suggests something more.
The Business Behind the Divide
This rule is part of Costco’s larger strategy — one that has always tied affluence to loyalty. Membership fees drive the business. In 2024, Costco earned nearly $4.8 billion from membership fees alone, more than half of its profit, even though those fees represent only a small fraction of revenue.
By offering perks to higher-paying members, Costco ensures two things: Executive members feel rewarded, and more Gold Star members may decide to upgrade. The store doesn’t need to raise prices dramatically on goods; it simply needs to sell more memberships.
This focus on membership has created one of the highest renewal rates in retail — over 90% — and has helped make Costco the third-largest retailer in the U.S., behind only Walmart and Amazon.
What It Means in Simi Valley
For residents here, the Simi Costco is more than a warehouse. It’s a gathering place. Families stock up for school lunches. Seniors stretch fixed incomes with bulk deals. Commuters fill gas tanks before heading into L.A.
But mornings now carry a new layer of separation. Executive Members step inside while other loyal shoppers wait at the door. The change is subtle, but it underscores what Costco has always represented: not just a store, but a quiet measure of who can afford a little more.
