Woolworths is raising the price of its Everyday Extra membership by 20 per cent after switching the loyalty scheme to a monthly subscription model. New customers can now only sign up for the $7-a-month plan, which works out to $84 a year, up from the previous $70 annual fee.
Existing members will stay on their current annual plan until it expires, after which they must switch to the monthly subscription if they want to keep the membership. Woolworths confirmed to Nine News that the annual membership ended in July 2026 and that Everyday Extra will now only be available through the new monthly option.
Everyday Extra gives shoppers 10 per cent off one shop each month, along with double Everyday Rewards points on eligible in-store purchases. The scheme launched in June 2022 as a monthly subscription, with the price unchanged until now.
Previous changes to the scheme
It is not the first controversial change to the rewards program. Last year the scheme removed its monthly 10 per cent discount at BIG W, with Woolworths saying at the time it was a move to deliver better value and "keep prices down."
The overhaul comes as rival Coles also changes one of its subscription schemes, raising the minimum spend required for free delivery from $50 to $75. The scheme has also been renamed from "Coles Plus" to "Coles Plus Delivery," which Coles said would "better reflect the delivery benefits included with your subscription."
Woolworths runs a separate delivery scheme, Delivery Unlimited, which costs $149 a year or $17 a month. Its free Everyday Rewards program, which has more than 14 million members, is unaffected.
Consumer reaction
Money expert Joel Gibson told Nine News the changes were a reminder for consumers to check their direct debits. "As anyone who has a streaming subscription knows, they never get cheaper. They only go up, or the inclusions go down," he said. "Subscriptions are subject to inflation just like fuel bills and grocery bills. And because they're paid by direct debit, many subscribers will never notice."
Woolworths customers took to social media to voice frustration, while others said the subscription still offered good value. "Was considering ditching at the end of my year anyway, thanks for the shove Woolies!" one shopper said. Another wrote: "FFS. I hate monthly subs." A third argued: "You only need to do one $70+ shop per month to justify the subscription fee, which is like a small basket of items. How is it not worth it?"
The price increase comes in the same year Woolworths reported a 16.4 per cent increase in underlying net profit, to $859 million.
