Australia Day, marking the arrival of the First Fleet in 1788, has become increasingly divisive. For many Indigenous Australians, January 26 represents a time of mourning, the beginning of colonisation and dispossession.
While supporters see the day as a chance to reflect on the nation's history and achievements, critics argue the day — often referred to as Invasion Day — disregards the enduring pain of Indigenous communities amid calls to change the date or reframe its meaning.
Yet Woolworths has backflipped on its 2023 decision to scale back Australia Day-related merchandise, opting to embrace the occasion in-store by promoting Australian-made products and items for the holiday.
The move follows backlash last year that saw political and public opposition, including calls to boycott the supermarket giant from Opposition Leader Peter Dutton.
The retailer stated it had “listened to community feedback” and recognised the importance of the day for many customers and employees.
“In our supermarkets, we will do this through the lens of great Australian food that is perfect for the day, while Big W will also showcase products perfect for family and friends coming together over the Australia Day long weekend,” a Woolworths spokesperson said.
While Woolworths will not stock themed paraphernalia in supermarkets due to reduced demand, such items will be available through Big W Market, My Deal, and Everyday Market. Woolworths has also been selling Australian-made flags, including Aboriginal and Torres Strait Islander flags, in stores since mid-2024.
The reversal marks a departure from last year’s decision, which was aimed at reflecting a “broader discussion about 26 January” and its significance to different communities.
The initial move drew criticism, including from Dutton, who urged customers to boycott the retailer. He said, “Until we get common sense out of a company like Woolworths, I don’t think they should be supported by the public.”
Acknowledging the day’s divisive nature, Woolworths aligned its position with the National Australia Day Council's theme to “reflect, respect and celebrate”. The retailer emphasised that it respects individual choices on how to observe the day.