Woolworths' Everyday Extra Membership Price Increases by 20%
Supermarket loyalty program transitions to a monthly subscription model, raising annual costs for consumers.
Woolworths has increased the price of its Everyday Extra loyalty program by 20%, shifting from an annual fee to a mandatory monthly subscription. New customers will now pay $7 per month, amounting to an annual cost of $84, a $14 increase from the previous $70 annual fee.
The changes, which took effect this month, mean existing members will continue on their current annual plans until their subscriptions expire. Following expiration, they will need to opt into the new monthly payment structure to maintain their membership. Woolworths confirmed that the annual membership option was phased out in July 2026.
Everyday Extra provides members with benefits such as 10% off one shopping trip per month and double Everyday Rewards points on eligible in-store purchases. The program was initially launched in June 2022 as a monthly subscription and had maintained its original pricing until this recent overhaul.
This price adjustment by Woolworths coincides with similar changes made by competitor Coles. Coles recently altered its subscription scheme, 'Coles Plus', now branded as 'Coles Plus Delivery'. The minimum spending threshold for free delivery under this program has been raised from $50 to $75. Coles stated the rebranding aims to better reflect the delivery benefits included in the subscription.
Woolworths also operates a separate delivery subscription service, Delivery Unlimited, which is not part of the Everyday Extra program. Delivery Unlimited is priced at $149 per year or $17 per month.
