Primark adopts 'supermarket tactic' to slash prices in online war
Primark has announced price cuts across hundreds of clothing items to woo shoppers amidst intense competition from online giants like Temu and Shein.
Stock photo for illustration only, not from the actual event
- Primark cuts prices on hundreds of everyday clothing items like jeans and jumpers.
- The retailer faces fierce online competition from ultra-fast fashion rivals Shein and Temu.
- Adopting a supermarket tactic of discounting low-cost staples to drive store footfall.
- Moves come ahead of parent company Associated British Foods' planned London stock market spin-off.
Fast-fashion giant Primark is rolling out price cuts on hundreds of clothing items, including jeans, jumpers, and socks, in a bid to reverse falling like-for-like sales across its network of over 190 UK stores. The high street favorite has faced mounting pressure from rising costs of fabric, minimum wages, shipping, and energy, alongside stiff competition from online platforms such as TikTok Shop, Vinted, Temu, and Shein.
Industry analysts note that by slashing prices on select core items, Primark is mimicking the classic supermarket strategy of using cheap everyday staples—much like discounted milk and bananas—to entice footfall into stores. This pricing adjustment also arrives as parent company Associated British Foods prepares to spin off the business onto the London stock market next year.
Online competitors like Shein and Temu have managed to undercut traditional high street retailers because they operate without physical store overheads, benefit from import duty exemptions on most packages, and maintain highly efficient inventory models. According to Mintel research from July 2025, 32% of women aged 16-34 who shop online reported buying from Shein in the previous year. In contrast, Primark offers a click-and-collect service but deliberately avoids home delivery to keep operational expenses streamlined.
Stock photo for illustration only, not from the actual event
The strategic shift by Primark to lower select prices highlights how traditional physical retailers are responding to the dominance of digital-first competitors. By drawing customers in with cheaper essentials, retailers rely on the well-documented psychological effect of impulse buying, where shoppers inevitably add non-discounted items to their baskets once inside the store or browsing the aisles.
While shaving a couple of pounds off a jumper or pair of jeans might appear modest to a consumer, it represents a calculated gamble for a business operating on tight margins. With roughly 85% of its products already priced at £10 or less, Primark insists these new lower prices are here to stay, alongside ongoing efforts to improve the overall quality, fit, and style of its garments as shoppers continue to navigate cost-of-living pressures.
Source: BBC Business
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