Primark is reducing prices on hundreds of everyday clothing items including jeans, jumpers, and socks, responding to fierce competition from ultra-fast fashion rivals like Shein and Temu. According to retail analyst Natalie Berg, the surprise price cuts from the low-cost giant aim to protect market share as digital competitors lure younger shoppers with cheap online alternatives and £3 dresses.
Why Primark Is Slashing Prices Amid Online Competition
The high-street retailer operates over 190 UK stores but has recently experienced a drop in like-for-like sales. According to retail analyst Natalie Berg, Chinese online marketplaces Shein and Temu have evolved to compete directly for Primark’s traditional customer base. Other digital platforms like TikTok Shop and Vinted have also intensified pressure on the brand.
“You don’t want to join a race to the bottom,” Natalie Berg explains. “But when Shein is selling dresses for £3, you’ve got to respond, right?”
To win back cost-conscious consumers, Primark is slashing prices on core staples. According to Berg, the strategy mimics how supermarkets use cheap milk and bananas to draw foot traffic into stores. Primark has confirmed that these new lower price points are permanent.
Did you know? According to Primark’s latest annual report, approximately 85% of the retailer’s products are priced at £10 or less.
The Rise of Ultra-Fast Fashion Rivals Like Shein and Temu
Online competitors have successfully undercut traditional high-street shops through lower overhead costs. According to retail analyst Natalie Berg, platforms like Shein and Temu avoid the expensive overhead of maintaining physical retail locations. Furthermore, most of their import packages remain exempt from specific duties—an exemption scheduled to end in October 2028.
These online giants maintain highly efficient operating models that leave them with minimal unsold stock. According to Mintel research published in July 2025, 32% of women aged 16 to 34 who buy clothes online reported shopping at Shein over the preceding year.
Shoppers notice the stark contrast in pricing. Eshal Malik, a 19-year-old student, notes that Primark feels increasingly expensive compared to online alternatives. “I buy going-out tops for less than £10,” she says.
Tasneem Jafar, a 32-year-old shopper from Salford, has shopped at Primark since age 16 but now orders clothes from Temu roughly every six weeks.
How High-Street Shoppers Are Changing Their Buying Habits
The ongoing cost-of-living crisis has fundamentally altered consumer spending. According to Mintel analyst Bridget McCusker, about a third of clothing shoppers report buying garments less frequently compared to the previous twelve months. Consumers are placing a much higher priority on value, evaluating purchases through metrics like cost per wear.
Some shoppers find superior value elsewhere on the high street or through secondhand options. Isobel Guffick, a 30-year-old shopper from Staffordshire, prefers Sainsbury’s Tu range for basic clothing items, citing comparable prices and high quality. To save further, she shops secondhand through charity shops, car boot sales, and online resale platforms like Vinted.
Alongside lower prices on specific items, Primark states it is actively improving the quality, fit, and style of its garments. However, analysts note that the price reductions serve as a calculated marketing tool.
“Even if they are drawn in by the lower prices of jeans or jumpers, they’ll probably end up putting other items in their basket, too,” Mintel analyst Bridget McCusker explains, highlighting Primark’s reliance on impulse buying.
AJ Bell analyst Russ Mould adds that these price adjustments will help the retailer shift existing inventory, preventing the need for even heavier discounting later on. The strategic shift arrives as parent company Associated British Foods prepares to spin off Primark onto the London stock market next year.
Frequently Asked Questions
Are all Primark items dropping in price?
No. Primark is lowering prices on select core staples, including specific jeans, jumpers, and socks, but the reductions do not cover every item in the store.
Why are online retailers like Shein so cheap?
According to retail analyst Natalie Berg, online platforms avoid physical store expenses, maintain lean inventory models, and benefit from import duty exemptions on packages.
Are Primark’s new lower prices permanent?
Yes. Primark has confirmed that these new lower price points are here to stay.
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