Primark’s new ‘supermarket tactic’ to woo customers in online price war
Primark Adopts Supermarket Strategy to Combat Online Rivals
Constantvpn.com – On Monday, the fast-fashion retailer announced it would slash prices by as much as 29 percent across numerous products. This move addresses a common complaint among consumers who have noted that the brand has become less affordable over time. “Primark isn’t as cheap any more,” one shopper remarked when questioned about her shopping habits at the chain.
Younger customers have particularly voiced concerns about rising costs. Eshal Malik, a nineteen-year-old university student, shared her perspective while browsing accessories alongside a companion. “It’s definitely got more expensive,” she stated, acknowledging the shift in pricing. However, this trend may soon reverse following the company’s latest announcement regarding reduced rates on hundreds of garments, ranging from denim to knitwear and hosiery.
Analyst Perspective on Strategic Pricing
Natalie Berg, a retail industry expert, found the announcement somewhat unexpected. “It’s the kind of headline you’d expect from M&S or Next,” she observed, noting that such aggressive discounting from a budget-focused retailer stands out. Berg explained that while companies typically avoid engaging in price wars, the competitive landscape has shifted dramatically. “You don’t want to join a race to the bottom,” she noted. “But when Shein is selling dresses for £3, you’ve got to respond, right?”
The retailer operates over 190 locations throughout the United Kingdom and has recently seen declines in like-for-like sales, an important performance indicator within the sector. Multiple factors have driven upward pressure on clothing prices, including increased expenses related to raw materials, labor costs, transportation, and utilities. Additionally, the company has invested in maintaining higher quality standards across its product lines.
Market Competition Intensifies
This pricing adjustment arrives as Associated British Foods, the parent organization, prepares to list the division on the London stock exchange sometime next year. Berg highlighted that the competitive environment has transformed considerably, with Chinese digital platforms Shein and Temu now vying for the same consumer base. Other digital competitors such as Vinted and TikTok Shop also contribute to the pressure.
According to Berg, Primark’s approach mirrors traditional supermarket strategies. “By slashing prices on some core items, Primark is likely hoping to woo shoppers with low-cost staples, in the same way that supermarkets attract customers with cheap milk and bananas.” The company confirmed that these reduced rates represent a permanent change rather than a temporary promotion.
Customer Loyalty and Digital Shifts
Tasneem Jafar, a thirty-two-year-old resident of Salford, has been a loyal customer since age sixteen. She regularly purchases denim, casual tops, and beauty items from the store. Recently, however, she has expanded her shopping to include Temu, ordering approximately three or four new garments every six weeks.
For students like Eshal, awareness of extremely low prices at platforms like Shein influences their perception of value. She mentioned purchasing evening wear for under ten pounds at the Chinese retailer. Berg pointed out that Shein and Temu benefit from several advantages: they avoid costs associated with physical retail spaces, most shipments qualify for import duty exemptions until October 2028, and their streamlined operations minimize unsold inventory.
Environmental and Social Considerations
Research conducted by Mintel in July 2025 revealed that 32 percent of female consumers aged sixteen to thirty-four had purchased from Shein within the preceding twelve months. The platform’s appeal stems from competitive pricing, frequent promotional codes, and extensive product selection. Meanwhile, Primark maintains a click-and-collect model without offering home delivery, a decision the company described as intentional to reduce operational complexity and transfer savings to buyers.
The fast fashion sector continues to face scrutiny regarding its ecological footprint. The United Nations estimates that clothing production generates approximately 8 percent of worldwide greenhouse gas emissions, surpassing combined totals from aviation and maritime transport. Critics have called for consumer action against Shein concerning environmental damage, labor practices in Chinese manufacturing facilities, and controversies surrounding the sale of childlike dolls on its website. These allegations emerged from France’s anti-fraud authority in November 2025, with Shein committing to full cooperation at that time.
Not all consumers view online platforms as offering superior value. Isobel Guffick, a thirty-year-old from Staffordshire, believes Sainsbury’s Tu collection provides better quality garments at comparable price points. “It’s really good for basics,” she commented, suggesting that traditional high street options remain competitive alternatives for budget-conscious shoppers seeking reliable everyday clothing.
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