Primark Cuts Prices to Fight Growing Online Competition
Fast-fashion retailer Primark is cutting prices on hundreds of clothing essentials, including jeans, jumpers, socks and other everyday basics, as it battles rising competition from online retailers such as Shein, Temu, TikTok Shop and Vinted.
The move comes amid slowing like-for-like sales and ahead of parent company Associated British Foods’ planned spin-off of Primark onto the London Stock Exchange next year.
Shoppers Feel Primark Is No Longer as Cheap
Many customers have increasingly complained that Primark is no longer as affordable as it once was.
Student Eshal Malik said the retailer has become more expensive, particularly when compared with online rivals like Shein, where she can buy going-out tops for under £10.
Meanwhile, long-time shopper Tasneem Jafar, who has bought clothes from Primark for years, now regularly purchases fashion items from Temu every six weeks because of its low prices.
Price Cuts Target Core Essentials
Retail analysts say Primark’s latest strategy mirrors a common supermarket tactic—offering lower prices on everyday essentials to attract shoppers into stores.
According to retail analyst Natalie Berg, lowering prices on staple products is designed to encourage customers to visit Primark, where they are likely to purchase additional items during their shopping trip.
The retailer continues to rely on its physical stores and click-and-collect service rather than home delivery, saying the approach helps keep operating costs low and allows it to pass savings on to customers.
Online Rivals Continue to Raise the Stakes
Competition has intensified as Chinese online marketplaces Shein and Temu continue to attract budget-conscious shoppers with extremely low prices.
Analysts say these platforms benefit from operating without physical stores, maintaining lean inventories and, until planned changes take effect in 2028, enjoying import duty advantages that have helped keep prices low.
Younger consumers have increasingly embraced these online retailers. Research from Mintel found that nearly one-third of women aged 16 to 34 who shop for clothing online purchased from Shein during the past year.
Primark Bets on Value and Better Quality
Beyond lowering prices, Primark says it is also improving the quality, fit and style of its clothing to strengthen its value proposition.
A company spokesperson said its business model allows it to buy products at scale while maintaining affordable prices without compromising on quality or ethical standards.
The retailer noted in its latest annual report that around 85% of its products are priced at £10 or less.
Cost-of-Living Pressures Shape Shopping Habits
Consumers are becoming more selective with clothing purchases as higher living costs continue to affect household budgets.
Mintel research shows about one-third of shoppers have reduced how often they buy clothes over the past year, with many placing greater emphasis on value for money and the cost per wear of each purchase.
Some shoppers are also turning to alternatives such as supermarket clothing ranges, charity shops, car boot sales and second-hand marketplaces like Vinted.
Price Cuts Aim to Boost Store Traffic
Analysts believe Primark’s price reductions are as much about marketing as they are about affordability.
Lower prices on key products are expected to increase foot traffic, while the retailer hopes customers will make additional impulse purchases once inside its stores.
The strategy could also help Primark reduce excess inventory without resorting to deeper discounting later in the season.
Outlook
Primark’s latest pricing strategy reflects the increasingly competitive landscape facing traditional fashion retailers. As online marketplaces continue to reshape consumer expectations around affordability, the retailer is betting that a combination of lower prices, improved product quality and its established in-store shopping experience will help reinforce its reputation as one of the UK’s leading value fashion brands.
