While many people will need to head to the shops for food and drinks, don't expect the the supermarkets to roll out an Anzac Day campaign.

Woolworths was criticised two years ago for inviting Australians to upload photographs of individuals affected by World War I to their "profile picture generator" that branded the image with the Woolworths logo and the tag "Lest We Forget Anzac 1915-2015 ... Fresh in our memories".

Woolworths said there were no promotions or campaigns tied to Anzac Day this year.

Rival Coles did not answer what promotions would accompany Anzac Day. A spokeswoman said customers could support the Bravery Trust, which helps veterans and their families, by donating at registers or by purchasing a 12-pack of Coles Bakery Anzac Biscuits, Coconut Drops or Choc Chip Cookies before Anzac Day, from which 15?? would be donated.

Beer brand VB raised eyebrows in recent years by urging Australians to "Raise A Glass" on Anzac Day and remember Diggers. It used General Peter Cosgrove in its advertising and raised money for the RSL and Legacy.

Marketing consultant Adam Ferrier said Anzac Day was a "tough day for retailers to get right as there is very little they offer which fits what Anzac Day actually commemorates.

"Therefore when brands do try and associate themselves with the day it comes across as forced and opportunistic. Most brands prefer to safely quietly revere the day, and leave it as sacred.

"The obvious and excellent exception to this is the AFL who have had the Anzac Day clash between Collingwood and Essendon.

"Solidarity, unity and respect were epitomised in the very first Anzac Day clash in 1995 which was sold out and ended in a nail-biting draw."

Ben Willee, of Spinach advertising firm, said Anzac Day was "one of the most dangerous days of the year for marketers to try to get involved in".

"There are many who have tried and failed and I would discourage any advertiser from trying," he said.