Coles have backflipped yet again on its vow to dump single-use plastic bags with warnings the move could come back to bite the retailer.

The Australian supermarket giant opened all check outs with additional staff when it removed single-use plastic bags on July 1.

Coles offered to hand out 15 cent reusable bags until today to help customers adjust, following a significant customer backlash.

Coles have decided to continue offering reusable bags for free. Picture: AAP (aap)

However, it has now indicated it has no intention of putting a stop to the free distribution as it believes customers aren't coping with the change.

“Some customers told us they needed more time to make the transition to reusable bags,’’ a Coles spokeswoman told 9NEWS.

“Many customers bringing bags from home are still finding themselves short a bag or two so we are offering complimentary reusable better bags to help them complete their shopping.”

According to trends forecaster Michael McQueen, Coles' decision to backtrack on this move was a "significant mistake" for its brand.

Single use plastic bags were banned on July 1. Picture: AAP (aap)

The author of How to Prepare Now for What's Next told 9news.com.au Coles had appeared to cave to consumers' overwhelming sense of entitlement.

He also warned this would make it harder for their brand when it did eventually decide to banish the plastic for good.

"Like anything, this change will take time," Mr McQueen said.

"It can be difficult changing consumer."

Mr McQueen, who advises business on how to adapt to change and disruption, said Coles would be wise to rip the band-aid off now and let consumers adjust to the single-use plastic ban.

"When it comes to the plastic bag ban, consumers have an enormous sense of entitlement when it comes to something they used to get for free," he said.

"South Australia has been doing this for years (plastic bag ban), it's a matter of getting used to it."

Mr McQueen said there were similar outrage when Australia banned smoking in public places and this was now the norm.

"There will be public pressure to ban the bags again, so Coles is delaying the inevitable," he said.

"Another backflip isn't a good look for the brand."

Mr McQueen said any change was messy at first and it said Coles should dish out tough love like parents did to a tantrum throwing toddler.

"There will be tantrums and pushback, but the reality is Coles will just have to go through this again in future unless it gives some tough love."

'EMBRACING CHANGE'

The Coles spokeswoman claimed customers were starting to embrace the change, with less people taking up the offer for free bags.

Coles did not confirm when or if the new offer will come to an end.

Rival Woolworths has not backed down on its commitment to ban single-use bags.

It did give away reusable bags for 10 days, up until July 8, as customers transitioned from the use of single-use bags.

On July 1, Queensland and Western Australia joined South Australia, Tasmania, Northern Territory and Australian Capital Territory with state-wide bans.

The most populous states, New South Wales and Victoria — where more than half the Australian population live — have not yet implemented a ban.