Costco Executive Memberships Jump 9.5% to 40.4M, Driving 7.5% Revenue Rise
Costco’s Executive membership count rose 9.5% year-on-year to 40.4 million at the end of Q2 2025, contributing to a 7.5% increase in membership income in the December quarter. Executive members pay $130 annually for perks including 2% purchase rewards (capped at $1,250) and dedicated shopping hours.
1. Viral Video Highlights Perks
Content creators Penn and Kim Holderness released a viral video portraying Costco’s jet-black Executive membership card as a symbol of exclusivity, humorously imagining its holders receiving red-carpet treatment at restaurants or avoiding traffic tickets. The video’s millions of views have shone a spotlight on the $130-a-year tier and its associated benefits.
2. Executive Membership Growth
By the end of the second quarter of fiscal 2025, Costco reported a 9.5% increase in Executive memberships to 40.4 million, fueling a 7.5% year-over-year rise in membership income during the December quarter. This growth underscores high consumer uptake of premium membership packages within the wholesaler’s base.
3. Membership Perks and Financial Impact
Executive members earn a 2% reward on qualifying purchases, issued annually as store certificates up to $1,250, requiring $3,252 in spend to recoup the $65 premium over the standard membership. Additional benefits include dedicated shopping hours on weekdays and weekends, plus a $10 Instacart credit per month for orders over $150, enhancing overall member value.