Woolworths’ latest collectables campaign has sparked a nationwide rush, with demand for Disney Ooshies exhausting supplies at some supermarkets ahead of the promotion’s scheduled finish.

The supermarket has attracted millions of participants with the campaign, which offers customers a Disney Ooshie when they spend $30 or more in-store or online. There are 40 characters to collect, and the promotion has quickly gained traction among families, children and adult collectors.

The campaign was scheduled to continue until August 25, but some Woolworths stores are already running short or have exhausted their allocations.

A Woolworths spokesperson said stock had initially been distributed according to expected trading volumes at individual stores. Demand, however, has varied considerably as the campaign approaches its conclusion, with some locations moving through their remaining Ooshies much faster than others.

The company described customer participation as overwhelming, saying millions of shoppers across Australia had taken part.

Woolworths has not disclosed what impact the promotion has had on supermarket sales, with further financial details expected alongside its Q1 and full-year results on August 25.

Marketing experts believe the dwindling availability could nevertheless provide another incentive for collectors to visit stores and increase their spending before supplies disappear.

Bureau of Everything founder, chief strategist and Gruen panellist Emily Taylor said selling out early was not necessarily the preferred outcome for a retailer, but limited availability could increase urgency around a promotion.

Scarcity can make collectables appear more desirable and exclusive, while generating additional conversation around the campaign and encouraging customers to visit stores while stock remains available.

Collectable giveaways have long been used by supermarkets and major retailers to influence shopping behaviour in a sector where customers often stick to familiar routines.

Taylor said promotions of this kind can give consumers a reason to change where they shop, even when another supermarket is closer or more convenient.

The perceived value also extends beyond the monetary value of the collectable itself. For families, receiving a character can add an emotional reward to an otherwise routine grocery shop, particularly when children are involved in building a collection.

The structure of the promotion can also encourage customers to spend more. Shoppers can receive additional Ooshies depending on their eligible spend, potentially increasing average basket sizes while giving collectors another reason to make repeat visits.

Beyond short-term transactions, Taylor described the promotion as a brand-building exercise that allows Woolworths to tap into Disney’s extensive portfolio of recognisable characters and the positive associations attached to them.

The timing could prove particularly useful for Woolworths as it works to improve consumer perceptions of the supermarket brand. Roy Morgan data has ranked Woolworths as Australia’s fourth most distrusted brand, while the supermarket sector continues to face scrutiny over pricing practices.

Woolworths

The Disney partnership gives Woolworths an opportunity to generate attention around entertainment, families and collectables rather than the less favourable issues that have surrounded the supermarket business.

Online activity suggests the promotion has succeeded in generating significant conversation. Meltwater data showed social engagement connected to mentions of Woolworths and Ooshies increased by 29,100, while total mentions climbed by 2,250 during the campaign period, which began on July 12.

Demand has also spilled into the resale market as collectors attempt to secure characters missing from their sets.

Listings have appeared across Facebook Marketplace and eBay, with individual Ooshies advertised from around $1 and complete collections reaching about $200. Some sellers have placed substantially higher asking prices on characters promoted as rare, including listings reaching into the thousands of dollars.

Woolworths has sought to steer collectors away from paying inflated resale prices by organising events where customers can exchange duplicate characters and search for the remaining Ooshies needed to complete their sets.

The supermarket said it strongly discouraged customers from selling the promotional items through unauthorised third-party platforms and acknowledged that finding particular characters could become more difficult as supplies declined.

With the promotion approaching its end and availability tightening, the rush to complete collections is likely to continue until the remaining Ooshies disappear from stores.