Shoppers at Costco are about to notice a big change at the doors. Starting this week, only those paying for the company’s top-tier plan will be allowed inside during the first hour of the day.

What’s Happening: Costco says the new rule gives its Executive Members—who pay twice as much as standard members—exclusive access from 9 to 10 a.m. on weekdays and Sundays, and a half-hour early start on Saturdays. Other members who show up early will be told to wait until regular hours.

Between the Lines: The move isn’t just about convenience. Company figures show Executive Members make up less than half of Costco’s 79 million memberships but drive nearly three-quarters of its sales. That’s the group the company is betting on.

Catch Up Quick: Rival Sam’s Club has long given its premium members

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