As the New Year approaches, the retail industry is rolling out a range of year-end promotions to attract consumers. Among them, a rare membership incentive from Costco has drawn market attention. This offer is a limited-time promotion, mainly aimed at eligible new members.

Costco has recently launched special promotions around its membership program to encourage consumers to join by year-end. According to the plan, eligible new members can receive a Digital Shop Card within the specified period. This aligns with Costco’s business model, which centers on membership fees. For a long time, Costco has been known for bulk pricing and member-exclusive discounts, with a significant portion of its revenue coming from annual membership fees.

After previously raising membership prices, Costco saw a slight slowdown in member renewals and new registrations. To address this, the company introduced a new year-end joining incentive, offering new members Digital Costco Shop Cards worth up to $60. However, the offer comes with clear eligibility requirements and is not open to all consumers.

A Costco warehouse in California. (Photo: Getty Images)

Costco members receive digital shopping card

New Costco members will receive a corresponding digital shopping card. Newly registered Gold Star members will receive a $40 Digital Costco Shop Card, while newly registered Executive members will receive a $60 Digital Costco Shop Card.

When factoring in the card’s value, the effective cost of membership is significantly reduced: Gold Star members effectively pay around $25, and Executive members around $70, lowering the upfront cost of joining.

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For frequent Costco shoppers, the $130 Executive membership is considered more attractive, offering benefits such as a 2 percent annual rebate, extended shopping hours, and other perks. For less frequent shoppers, the Gold Star membership supports both online and warehouse shopping, includes two membership cards, and provides a cancellation and refund guarantee if unsatisfied.

A Costco logo is displayed outside one of their stores on Nov. 21, 2025 in San Diego, CA. (Image: Kevin Carter/Getty Images)
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