Is Coles’ My5 Flybuys Offer Worth The Hype?

If you’ve been watching the telly lately, you would most certainly have heard British comedian Dawn French spruiking Coles’ revamped flybuys loyalty card and its “world first” my5 offer. But what exactly is my5 at Coles? In short, the supermarket giant is giving flybuys customers 10% off FIVE products of their choice whenever they spend over $50. So not only will your everyday purchases go towards your next holiday, but you’ll also be able to trim your weekly grocery budget. But is it just another marketing stunt? Or is this a genuine cause for celebration for consumers? To find out, Mozo dons the monocle to play detective and heads to the supermarket aisles…

How do I sign up for flybuys?

No need to rush out to your nearest Coles supermarket just yet. Coles is posting its new flybuys card to 8 MILLION Aussie households, so chances are, it will arrive at your doorstep shortly. Once you receive your shiny and new, silver Coles flybuys card, simply activate it on the Coles website and you’re ready to start racking up flybuys points.

However, things get tricky if you want the Coles my5 discounts to kick in. First, you’ll need to nominate 5 product groups. What’s a product you group you ask? Simply think of them as separate shopping aisles based on product type, size, brand or weight. Keep in mind that you can’t change product groups once your card has been activated, so choose carefully.

Next, you’ll need to select 5 individual items for each product group, potentially giving you a pool of 25 items that can be discounted whenever you shop at Coles. The my5 program covers a fairly comprehensive list of everyday goods but you must purchase the exact product to receive the 10% discount. For example, Coca Cola 1.5L varieties are covered under the my5 program but 1.25L varieties aren’t. Also note that gift cards, iTunes vouchers and tobacco purchases aren’t covered under the Coles my5 scheme.

How are Coles my5 discounts calculated?

Discounts only apply when you spend at least $50 in one transaction, after any savings and discounts have been added. You can shave 10% off 5 items within a single product group, or 5 items spread across the 5 product groups. If you purchase more than five items from a single product group, the discount will apply to the five highest value items. But remember, multiples of the same product are considered as separate items.

How much will I save?

To answer this, Mozo put together 2 separate shopping baskets to see if you’ll save more on common goods or on fresh food. The baskets are based on the weekly requirements for a typical Aussie family of 4.

Household goods list

  • Huggies Jumbo Nappies 64 – 108 packs
  • Finish Quantum Dishwasher Tablets 20 packs
  • Omo Small & Mighty 2X Concentrate Laundry Powder 5kg packs
  • Pantene Shampoo and Conditioner 350mL packs
  • Kleenex Toilet Paper Cottonelle 12 packs


Food list

  • Berri Juice 2.4 L
  • Bulla Ice Cream 2L packs
  • Coles Beef Porterhouse Steak (approx 500g)
  • Coles Chicken Breast Stir Fry (approx 550g)
  • Helgas Continental Bakehouse Wholemeal Grain Loaf 850g


So how much will you save? Not much in actual fact. If you buy most of your household items at Coles, you’ll save $3.36 each week. You’ll save marginally more if you purchase fresh produce, which will see an extra $3.92 in your wallet every week. But remember, the Coles my5 offer ends on 31st October 2012, so the savings will only last 6 months. With our baskets we’ll manage to save $87.33 over 6 months on our household goods and $101.89 for fresh food.

Is the Coles my5 offer worth the hype?

Most shoppers will unconsciously put more items in their trolleys every week, knowing that they’ll save 10% on 5 items, so the Coles my5 offer will only work if you maintain your shopping habits.

Given that my5 considers multiples of the same product as separate items, you’re better off purchasing expensive items that you don’t buy often, rather than smaller products that you buy on a regular basis. You’ll see the biggest savings for bulk items so larger families will get the most out of the Coles my5 program.

We won’t say that Coles’ latest promotion is a scam but the savings are certainly less impressive than what the marketing hype suggests. What is certain is that the supermarket wars are now officially in overdrive. What the Freshfood People over at Woolworths come up with in the coming weeks is anyone’s guess…

Is Coles’ My5 Flybuys Offer Worth The Hype? was last modified: January 21, 2013 by Shaun Leung

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  1. You should also be aware that if you select a my5 item, and yet it is not stocked in any of your 3 local Coles stores (and none of them are small stores) then it is tough – even when you are told by the manager of your local store that the product is discontinued and so you won’t be able to get it, What a waste of time – all they want is your details for research purposes

  2. After registering went to choose my5 items and could not find a single item tht I would normally choose to buy. None of the items include HEALTHY choices, such as “ORGANIC” “LOW FAT” “Heart SMART”. Ended up throwing away the cards!!!!