Editor’s note, April 2026: This article was first published in June 2022, shortly after Woolworths launched Everyday Extra. The original article appears below, followed by an update on how the subscription has evolved, including early uptake and benefit changes.
Woolworths continue to expand its Everyday Rewards program with the launch of a new subscription service, Everyday Extra.
The launch of Everyday Extra from Everyday Rewards is meant to work side-by-side with existing Everyday Rewards memberships to offer members additional savings and benefits.
Extra comes during a time where Woolworths is actively transforming their digital experience. The company launch their card-linking platform – Everyday Pay digital wallet – one month earlier.
When is Everyday Extra available?
Everyday Extra is available now.
The rollout of the new subscription program began in the last few weeks of June 2022 – and will likely be more strongly promoted above-the-line over the coming months.
Who is eligible?
An Everyday Rewards membership is required to subscribe to Everyday Extra.
Existing Everyday Rewards members can choose to sign up to the subscription service by linking their Everyday Rewards membership.
To encourage new sign ups, a 30-day free trial is available to new and existing Everyday Rewards members.
What are the benefits of Everyday Extra?
For $7 a month, or a discounted annual rate of $59, subscribers will receive extra points on every shop, extra perks and offers and a once-a-month discounted shop at Woolworths and BIG W.
The complete benefits include:
- Extra Discount: 10% off one shop per month at Woolworths and 10% off one shop per month at BIG W
- Extra Points: 3x Everyday Rewards points on every shop at Woolworths and BIG W (exclusions apply on certain products)
- Extra Perks like free products, exclusive subscriber offers and extra points boosters
Is it worth it?
Australian households spend on average $153 per week on groceries, this equates to $612 a month or $7,344 a year. If a household can save 10% off one of those weekly shops each month, they could save approximately $184 in one year.
During a time where the cost of living is rising and household discretionary income is tightening, the benefits of the program are likely to appeal to members looking for ways to save money.
The rise of subscriptions in the grocery industry
Subscription services have been on the rise for several years. This includes in the loyalty space – paid-subscription loyalty programs seem to be all the rage at the moment.
Across all industries, the pandemic gave way to a boom in retailers offering shoppers a convenient way to access whatever they desired or deemed necessary.
In the grocery and supermarket industry, major chains and independents have been offering (or at least trialling) a subscription service. Tesco in the UK, a long-time first mover in loyalty, launched their own subscription service Clubcard Plus back in 2019. Similarly, Walmart launched Walmart Plus in 2020 to take on Amazon Prime in the competitive online retail space.
With that said, this subscription boom may be at breaking point. With in-person shopping on the rise and inflation kicking in, consumers will likely look to cut back on any extra expenses and refine the subscription services they have signed up to.
Beyond economic trends, subscription guilt is real. People are increasingly feeling guilty about the amount of subscriptions they have. Ongoing loyalty and loyalty program research study – For Love or Money 2022 – explored the reality of subscription guilt within loyalty programs. The study revealed 36% of members who participate in loyalty programs with a subscription, have felt guilt for not using or accessing enough benefits. The subscription guilt trend has increased by 6% since 2019.
Will a little extra stick?
Coles and Woolworths have both been experimenting with various subscription programs for some time to entrench shopper loyalty. Coles has Coles Plus which expanded on the original Delivery Plus program; it now offers benefits such as free delivery, bonus points and express delivery, among other extra benefits.
At the end of the day, the uptake of grocery and supermarket subscription programs depends on shopping habits. The growing trend of people feeling oversubscribed to programs they underutilise will magnify the importance of the subscription value proposition. While the subscription model will continue to be adopted by brands, consumers are likely to be more selective in what they keep.
Only time will tell whether the new Everyday Extra program offers that extra bit, to make subscribers stick.
2026 update: Did Everyday Extra stick?
When Everyday Extra launched in 2022, the key question was whether Woolworths could make a paid supermarket subscription feel valuable enough for members to keep.
Nearly four years later, the answer appears to be yes, but with some changes along the way. Everyday Extra is still active, and Woolworths continues to position it as an extension of Everyday Rewards for shoppers who want extra savings on their regular grocery spend.
Everyday Extra saw strong early uptake
Everyday Extra appears to have had strong early uptake. In 2023, Eagle Eye reported that Woolworths Group CEO Brad Banducci had told customers more than 250,000 people were participating in the subscription program. This was notable because Everyday Extra had launched less than a year earlier and had not been widely advertised.
Woolworths does not appear to have released recent Everyday Extra subscriber numbers. However, the wider Everyday Rewards program has continued to grow strongly.
Everyday Extra remains part of Woolworths’ loyalty strategy
Woolworths reported 10.6 million active Everyday Rewards members in Q2 FY26, up 3.8% year-on-year. The program also reached a tag rate of 73.2% of sales.
In FY25, Everyday Rewards & Services sales increased by a normalised 9.8%. The program also added more than 500,000 active members over the year.
These results do not tell us how many members are now paying for Everyday Extra. However, they do show that Everyday Rewards remains a major part of Woolworths’ customer strategy.
Everyday Extra benefits have become leaner
The Everyday Extra subscription has changed since launch. It now costs $7 per month or $70 per year, up from the original $59 annual price.
Subscribers receive 10% off one Woolworths shop each month, in-store or online, up to a maximum monthly saving of $50. They also receive 2x Everyday Rewards points on every shop at Woolworths and BIG W, down from the original 3x points. Other benefits can include subscriber-only deals, free products and promotions.
The offer is now leaner than the original 2022 version. Woolworths has also removed the monthly 10% BIG W discount, which was previously part of the Everyday Extra offer.
Everyday Extra changes tested subscriber loyalty
The changes have not all landed smoothly with subscribers. In May 2023, Woolworths faced subscriber backlash and negative media coverage after announcing it would increase the annual price, reduce points from 3x to 2x and remove the ability to use the monthly 10% Woolworths discount on online orders.
Woolworths later reversed course on the online discount, reinstating it from 1 November 2023. While this was not a full program redesign, it showed how quickly members can react when a paid subscription starts to feel like it offers less value.
Woolworths again attracted criticism when it removed the monthly 10% BIG W discount from Everyday Extra from 1 June 2025. Unlike the online discount change, this reduction appears to have remained in place.
Is Everyday Extra still worth it?
Even with those changes, Everyday Extra still has a simple appeal. A subscriber only needs to use the monthly Woolworths discount on a reasonably sized grocery shop to recover the subscription cost.
This makes Everyday Extra most valuable for regular Woolworths shoppers who already spend most of their grocery budget with the supermarket.
So, did Everyday Extra offer enough to make subscribers stick? Its continued existence suggests Woolworths still sees value in the subscription. The wider Everyday Rewards results also show strong member engagement.
However, the benefit reductions show the challenge with paid loyalty subscriptions. Once members pay for access, they expect the value to remain clear, reliable and easy to use.
Ready to take your supermarket loyalty program to the next level? Our team of loyalty consultants are here to help. Contact us today to learn how we can optimize your loyalty program strategy and drive customer engagement. With our expertise and your dedication, we’ll build a program that keeps customers coming back for more.
