Woolworths slammed over Everyday Rewards changes

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By Published On: June 1, 20231 Comment

Woolworths’ paid subscription service is in for a shakeup as the supermarket giant announced some major changes to its offering.

Woolworths unveiled its Everyday Rewards ‘Everyday Extra” subscription service twelve months ago. For $59 a year, shoppers could enjoy a monthly 10 percent discount in store and online at Woolworths and Big W, earn points when they shop, and enjoy a variety of rewards and promotions when shopping with its partners. Partners include Woolworths, Big W, BWS, Ampol, Qantas, Marley Spoon, MyDeal, Bupa, and more.

Launched last year, Everyday Extra was a trial offering from Woolworths’ free rewards program Everyday Rewards that allowed customers to access further discounts with a paid subscription service. Over 100,000 people pay for the service across the country.

Due to kick in on July 1, a major controversial change to the subscription service is its fee rising from $59 to $70 per year. Everyday Rewards will also be discontinuing the offer of a monthly 10 percent discount when shopping online at Woolworths and Big W, as well as lowering the number of points accumulated from three to two per shop.

“Our Everyday Rewards program helps members save hundreds of dollars on their shopping every year, by earning reward points and boosting offers when shopping in our stores and with our partners,” a Woolworths spokesperson told

“It’s been a year since we started to trial Everyday Extra and it’s been pleasing to see the value early subscribers have unlocked from the program, saving on average $30 a month.”

These changes have been met by much pushback online. Among complaints of price rises, the major concern is the 10 percent discount no longer available to online shoppers which some customers have called ableist and inconsiderate for those that don’t have the means or resources to shop in store.

Customers who joined the program before May 29, 2023 had the option to cancel their subscription immediately and receive a refund on any remaining balance.

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About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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One Comment

  1. Debra Brown June 2, 2023 at 8:59 PM - Reply

    I won’t use it and I’ll go somewhere else and shop.

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