Woolworths has introduced a $2 surcharge for Sunday and public holiday pick-ups and deliveries, and customers aren’t happy. Many are calling it a cash grab, sparking frustration as living costs rise.
The New Surcharge: A Step Too Far?
From February 2026, customers who opt for a Sunday or public holiday pick-up or delivery from Woolworths will be charged an additional $2. The company claims the surcharge is necessary to help absorb the added costs associated with these services, which are more expensive due to increased demand and the higher costs of labor on those days.
However, for many customers, the surcharge is just another unwelcome expense on an already long list. One shopper who uses the service due to limited mobility, said the surcharge is particularly hard for people like her, whose income has shrunk in recent years. For these customers, the $2 fee might seem small, but it adds up over time, especially when they’re already struggling with rising prices for everyday essentials.
Customer Backlash and Competitor Advantage
Woolworths’ decision to implement this surcharge is being viewed by many as an example of corporate greed, particularly considering the company’s $1.39 billion profit in the last financial year. Some customers have taken action, like one former Woolworths shopper who said to Yahoo News, “I cancelled everything, including insurance with Woolies. I also emailed and told them exactly why they have lost me. It is corporate greed and nothing more.”
Interestingly, Coles, a competitor, has not introduced any similar fees for its delivery services. This could give Coles an edge in retaining customers, particularly those who are price-sensitive or don’t want to pay extra for the convenience of home delivery on weekends. It seems like Woolworths may have made a risky move, pushing consumers who already feel burdened by the rising cost of living to reconsider their loyalty.
The introduction of this surcharge comes at a time when grocery prices are under increased scrutiny, and consumers are becoming more aware of how much they’re paying for basic goods and services.
The Bigger Picture: Corporate Accountability
What’s happening with Woolworths is not just about $2 fees. It’s a bigger conversation about the growing gap between corporate profits and the financial pressure faced by everyday Australians. With household budgets stretched thin, many are starting to feel like these corporate giants are more focused on squeezing every possible cent out of consumers than making life easier for them.
Some experts believe this move could have longer-term consequences for Woolworths, as customers may begin to turn to more affordable competitors. Professor Nitika Garg, a consumer behavior researcher at UNSW, warns that while many people may accept small surcharges at cafés or local businesses, they may not be as forgiving when it comes to large corporations that are already making substantial profits.
In the end, the question remains: will this surcharge alienate Woolworths’ customers, or will the convenience of their services outweigh the extra cost? Consumer loyalty might hinge on how Woolworths navigates this tricky issue in the coming months.
What’s Next for Woolworths?
The introduction of this surcharge could be a turning point for Woolworths, signaling a shift toward more cost-conscious consumers, or it could be a minor blip in the company’s long history of dominating the Australian supermarket scene. What is clear is that companies like Woolworths need to tread carefully, as the fine line between business profitability and customer satisfaction can be easily crossed.
As the cost-of-living crisis continues to affect Australians, it’s becoming increasingly evident that every dollar counts. Woolworths will need to balance its pursuit of profit with the expectations of its customers, many of whom are simply looking for an affordable, reliable way to get their groceries without paying extra fees.
