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It can be easy for consumers to feel like we now live in a two-tier economy: one geared toward showering the wealthy with perks, extras, and exclusive access, and the other for us normies. But one place you might not expect that is at Costco. Which might explain the mixed reaction to the recent news that, starting June 30, Costco U.S. locations that now open at 10 a.m. will open an hour earlier Sunday through Fridaybut only for certain people. Holders of its Executive Member card, which at $130 a year costs double the standard Gold Star membership fee, are allowed into the store early. (Those fees are up from $120 and $55, respectively, as of last year.) And locations that already open at 9 will now also make that first hour Executive only. (Saturdays its just for Executive members for the first half hour of operation.) All members will be welcome to shop starting at 10 a.m. Monday through Friday and Sunday, and at 9:30 a.m. Saturday, an announcement on Instagram explained. Some responses to that post suggested that this new Executive perk came across like second-tier treatment for devoted Costco shoppers. Why reduce the value of a regular membership for US members? one asked. Extended hours should be for all members, another argued. As members we all pay to shop there, a third added. Inconveniencing your loyal customers for 30 mins to an hour is actually not cool. It might seem counterintuitive that a brand so fundamentally tied to bargain hunting, volume discounts, and savvy shopping would have an elite membership level at all. While Costcos product mix has come to include items targeting higher-end consumersfrom fancy champagne to Rolex watches to actual gold barsthe Costco image is tied to the idea that finding a great deal is the ultimate equalizer. The appeal of, say, the chains famous $1.50 hot dog cuts across class lines (at least symbolically). Costco has long enjoyed a broad and loyal fan base, and over the past year its reputation has seemed particularly virtuous. Its in-house Kirkland brand, already popular, has become arguably even more appealing as shoppers contend with tariff-war uncertainties. More broadly, Fast Company recently named CEO Ron Vechris Visionary of the Year for standing by diversity, equity, and inclusion policies that the company believes are good for business. As Target and other rivals have been dinged for seeming to cave to political pressure, Costco has gotten more popular. Its sales were up 8% in the most recent quarter, just shy of $61 billion and ahead of analyst estimates. But that includes its Executive tier: It turns out that a remarkable 47% of Costco members pay extra for the black-card Executive level. This currently entails a 2% reward on qualified purchasesmeaning that its actually possible to earn back the extra fee cost if you spend enoughand discounts on some Costco services and Costco Travel deals. In addition to the exclusive shopping time, Costco is also adding a $10 credit for certain home delivery orders (a segment the chain has been pushing, including an Instacart partnership) for Executive members. Maybe more to the point, Costco rival Sams Clubs elite tier already includes exclusive shopping time (and Costco itself actually had an earlier version of the perk that was discontinued in the peak pandemic era). And notably, Costco has said its Executive customers account for about 73% of its global sales. In other words, given what those elite, black-card-carrying customers contribute to Costcos business, maybe they deserve more special treatment. Thats certainly how some reacted to that Instagram post announcing the new hours. Nice added benefit to those with the Executive membership, wrote one member. Hope to see more distinguishing benefits down the road. Another added: Finally, something exclusive for Executive members. Others sounded a more appreciative note. Fresh morning hot dogs, one wrote, for me and my black card! Such are the privileges of the Costco elite.
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E-Commerce
For architecture enthusiasts, a longtime dream may have just come within reach: A Frank Lloyd Wright home just hit the market, and it could be yours for a cool $2.5 million. The home, located in Jackson, Mississippi, was designed by Wright in 1948when the late architect was 81for a local oil speculator named J. Willis Hughes and his family. Originally called the Hughes House, the home has since adopted the nickname Fountainhead, courtesy of an elaborate backyard water feature and pool. (Wright was also said to have served as inspiration for Ayn Rand when she wrote her classic novel of the same name.) The three-bedroom home has more than 3,500 square feet of interior space and a scenic view from its position tucked into the wooded hillside. And, while Fountainhead may boast a hefty price tag today, it was originally made to be affordable. [Screenshot: Sothebys] The home is one of just around 60 houses that are considered Usonian, a style created and coined by Wright in the 1940s and 50s. Usonian homes were Wrights answer to the postwar era: Designed to be accessible to the American middle class, they tend to make use of simple layouts, open floor plans, and natural materials. Given that Wrights total portfolio of designs includes more than 1,000 buildings, this style is now considered quite rare. When approaching the homes design, Wright took his cues from the surrounding environment. The contours of the building site determined the homes parallelogram form, which is characterized by a multitude of low, horizontal leading lines. Furnishings like sofas, tables, beds, and dressers are all seamlessly built into the homes auburn wood walls. The parallelogram design is etched in the floors, and dictates the placement of walls, the size of the doors, and the shape of the spaces, the homes listing on Sothebys International reads. It goes on to note that Fountainhead was built with no stud walls in the house, no Sheetrock, brick, tile, or paint and boasts of exquisite, exceptionally durable Heart Tidewater Red Cypress wood for the walls and ceilings. According to a report from The Wall Street Journal, the house saw some fairly significant wear and tear during the 25 years that it served as the Hughes family residence. However, the most recent owner, architect Robert Parker Adams, alongside his former wife, Mary, devoted years to restoring the home to its former glory. Adams has lived at the property since 1979. Ive been here 40-something years; Ive had my experience, Adams told The Journal, adding that he hopes to share his experience and knowledge with the next owner.
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E-Commerce
We often focus on the visible obstacles stopping women from getting ahead: pay inequality, missed promotions and opportunities, and those boardroom tables with not quite enough seats. Yet there is another, less-visible hindrance to womens career success: our internal habits, harder to name and even harder to shake. The opportunity passed over not because it was out of reach, but because our inner dialogue said it wasnt ours to take. The apology slipped into an email that didnt need one. The shrinking, the over-preparing, and the relentless self-editing. These arent flaws. They are learned responses to a system that taught women to be capable but cautious, competent but not disruptive, and yes, to have a voice, but not one that was too loud. These unexamined habits are shaping the careers we never meant to build. 1. Confusing competence with visibility The sabotage: Many women believe if they work hard enough, someone will notice. Excellence in silence is rarely rewarded. Doing exceptional work and not drawing attention to it isnt noble. Its often just an efficient way of handing credit to someone else. The insight: Hard work that goes unseen and waiting politely for ones turn builds resentment. Being good at your job isnt the same as being known for it, and in competitive environments, what isnt seen often doesnt count. How to avoid it: Dont wait to be discovered. Learn to self-promote and name what you do, so no one else gets to define it for you. Regularly share winsboth yours and those of othersin team settings. 2. Waiting for certainty The sabotage: This is self-doubt amplified. When it comes to promotions, unless almost every box is ticked, women are reluctant to put themselves forward. One unchecked box and its a hard stop . . . until next time. The insight: What if there is no next time? When rejecting an opportunity, what might the perception being sent to your boss be? Your boss isnt a mind reader, magically understanding your thoughts moving back and forth. Instead, they take it on surface value, assuming youre not so engaged or interested in being here. And hesitations compound over time: not just in missed opportunities, but in lost wealth, confidence, reputation, and influence. How to avoid it: Adopt a progress, not perfection mindset. Practice tentative boldness and redefine your readiness, taking steps forward and refining as you go. 3. Being modest with achievements The sabotage: Women often downplay workplace achievements, opting for humility over self-advocacy. The reluctance to self-promote is confused with bragging and arrogance. But being comfortable in naming your achievement is necessary for self-worth. The insight: What begins as humility can morph into invisibility. Habitually softening your impact and deflecting praise reinforces a narrative where your work is assumed rather than acknowledged. It can train those around you to expect performance without credit. Visibility isnt vanity. Its professional accountability. How to avoid it: Replace vague self-effacement with concrete contribution. Say, Heres what I contributed to that outcome, rather than, I just helped out a bit. Plus, adopt an internal mantra: Its not arrogance if its accurate. 4. Seeking career advice from the wrong counsel The sabotage: Turning only to people who mirror your fears instead of challenging your growth. Often these are friends, family, or colleagues. Their intention might be for the best, but they have a bias to protect. The insight: Whats the point? Friends and family often want to shield us from discomfort. But their advice can reflect their own fears, rather than your potential. And not every colleague has honorable intentions. Discussions like this can snowball, reinforcing not only why you shouldnt take up the opportunity, but any other advancements, ever. The validation might feel safer, but it doesnt help. Its damaging. How to avoid it: Seek advice from those who will challenge your thinking, not just nod along. Limit conversations that turn into bandwagoning. Seek to have actions as a result of purposeful career discussions, even if they are micro-moves. Take responsibility for your decisions: When coming to a decision, do you say, I have decided or My partner and I think more often? Clarity begins with ownership. 5. Being busy instead of strategic The sabotage: Investing in extra work tasks that dont pay dividends. This is saying yes to everything in the name of being helpful while it slowly erodes your capacity. The insight: Over-functioning is not the same as overachieving. The cost is invisibly paid in missed raises, burnout, and career stagnation. The perception of your busyness might be that you are not in control of your workload. How to avoid it: Be discerning and politely decline what dilutes your focus. Track value over volume and pick strategic tasks that upskill and serve your growth. Practice saying no not with guilt, but with respect for where youre headed.
Category:
E-Commerce
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