Costco is increasing membership fees for the first time since 2017, hoping it will boost profits without losing loyal customers. Starting September 1st, Gold Star, Business, and Business add-on members in the US and Canada will pay $65 annually, up from $60. Executive members will pay $130, a $10 increase, with the fee hike affecting 52 million members. Despite rising inflation, Costco maintains its reputation for low prices and will keep the iconic $1.50 hotdog-soda combo. Stock prices rose over 2.5% after the fee increase announcement. While some believe the rise in fees could impact customer retention, Costco remains confident in its value. In the face of competition from Sam's Club and non-membership retailers, Costco's price hike reflects a strategic decision to enhance customer perception and maintain profitability.