Costco is rolling out new membership perks for 2026 as it looks to enhance the value proposition for its shoppers. The upgrades are aimed at reinforcing Costco’s membership-driven business model while improving member retention. Meanwhile, it will also attract new members to join the program while making way for its upcoming digitalization.
Costco Strengthens Its Membership-Driven Model for 2026
After ending 2025 with a rare deal on its membership, Costco is back with more perks for customers. The move comes as Costco looks to reaccelerate membership growth following a recent slowdown. The enhanced perks are designed to support membership growth while positioning the retailer for further expansion in 2026.
Costco’s membership-driven model is known to generate a significant portion of its revenue. The membership fees are crucial for the brand’s profits, generating about 60%-70% of its operating profit. Now, to keep existing customers happy and attract new ones, the brand’s new perks include increased rewards, extended opening hours, and more.
New Perks Aimed at a Smoother Shopping Experience
During Costco’s first-quarter earnings call, the company announced that Executive members will now receive exclusive early shopping hours. With early access to deals and products, with smaller checkout lines, members will be able to make the most of their shopping experience. Additionally, they will also receive an annual 2% reward cap (up to $1,250), improving cashback for big spenders.
Executive members will also receive a $10 monthly credit to use on orders that are $150+. They will also receive benefits and discounts on select Costco services. The membership also includes two membership cards and the ability to cancel and refund the membership at any time.
Digital Upgrades Set to Roll Out Across Costco Stores
Costco has also been planning to bring upgrades to its stores since late 2025. The company has been working to introduce more digital tools inside its warehouses to streamline shopping. From self-checkout systems to password-less sign-in on its app, there are many new upgrades on the way.
This year, some Costco locations are expected to test faster checkout systems that could reduce transaction times by roughly 20%. It is also bringing changes to its app, making it more personalized and focused on encouraging membership sign-ups. Meanwhile, card checks and digital scanners at food courts will also be introduced.
Through these changes, the brand plans to refocus on its membership base. By providing them better perks, the $130 per year membership will make it worth the price. Moreover, the price increase will also look more reasonable for customers, thus steadying the brand’s growth.
