Coles supermarkets instruct employees to avoid term ‘Australia Day’, and place merchandise at the back of stores

A supermarket giant has directed staff to avoid using the term ‘Australia Day’ and place its range of Australia-themed merchandise towards the back of stores, an employee claims.

Coles staff have allegedly been directed to avoid using the term ‘Australia Day’ and position its range of Australia-themed merchandise towards the back of stores.

A Coles employee has told The Advertiser that staff were instructed to refer to January 26 as the ‘national public holiday’, and refrain from celebrating Australia Day with lunches in their team rooms, or by displaying the national flag in stores.

Merchandise relating to the public holiday is to be promoted as “summer entertaining” products, the employee said.

Speaking on condition of anonymity, the staff member claims the directives – introduced in time for last year’s Australia Day – were brought in because the supermarket chain wants to be seen as “inclusive” following debate over the January 26 date.

“That was clearly communicated. They wanted to be seen as an inclusive organisation,” said the employee, who said he still works for Coles at a national level.

“There’s zero reference to the event being called Australia Day. Obviously we have shops in areas with a high indigenous population and they wanted to be seen as inclusive.

“It just went under the radar last year.”

Coles staff have allegedly been directed to avoid using the term ‘Australia Day’ and position its range of Australia-themed merchandise towards the back of stores. Picture: Shae Beplate

The staff member said Coles’s stance “didn’t sit right” with some employees, and claimed they were “hedging their bets” – unlike fellow supermarket giant Woolworths.

Woolworths this month announced it would not stock Australian Day items this year, citing a lack of demand for the products along with a “broader discussion” about what the day meant to people.

Aldi then followed suit before SA’s Drakes Supermarkets declared it was proudly selling Australia Day merchandise despite a snub by bigger rivals.

The Coles whistleblower backed Woolworths and Drakes’ strong position on the divisive issue.

“I’m not adverse to changing the date, I just think you’re either in or you’re not,” the employee said.

State Member for Maroochydore Fiona Simpson MP has stocked up on Australia Day merchandise at Coles on the Sunshine Coast.

Adelaide’s Coles store in Rundle Place selling merchandise for Australia Day 2024. Picture: Supplied

“There’s something to like about Woolworths, they’ve copped a lot of flak, but at least they’ve gone all in and said they’re not going to sell it – they’ve put their flag in the ground and they’re not backing down – whereas other people are hedging their bets.

“Drakes are not holding back. They’ve done the opposite, they’ve said, ‘We’re going to support Australia Day, we’re going to sell products, and we’re proud of it’.

“Coles has stayed silent so no-one is questioning them.”

The supermarket giants’ moves come in the wake of a sustained campaign against Australia Day, including 81 councils that have refused to hold citizenship ceremonies on January 26.

Indigenous groups often refer to January 26 as Invasion Day, signifying their belief that the arrival of colonisation in Australia was followed by the deaths and oppression of thousands of Aboriginal and Torres Strait Islander people.

Coles has been contacted for comment.

A Coles spokesperson has previously said: “We are stocking a small range of Australian-themed summer entertaining merchandise throughout January which is popular with our customers for sporting events such as cricket and tennis, as well as for the Australia Day weekend,” the spokesperson said.