Little Prices, Big Smiles: Primark to Lower the Prices on Hundreds of Essential Kids' Clothing Products

• It will mean new lower prices for kids’ essentials such as tees, sweatshirts, hoodies and pyjamas

• The news comes as 32 new stores in London go live with Click + Collect on kidswear

Primark is to lower the prices on hundreds of its much-loved essential kidswear products as part of its upcoming Autumn/Winter collection. The move will apply to the price points of selected product ranges landing in stores from the end of July and aims to help family finances go further.

With inflation still high and polling showing nearly two-thirds of Britons are worried about the impact rising prices are having on their spending power*, Primark is continuing to stand by its customers and its price leadership on the UK high street.

Introducing lower prices on these selected product ranges for Autumn/Winter 2023 builds on the decision Primark took last year to freeze prices across more than a thousand kidswear and baby items. The everyday essentials impacted by the price move this autumn include wardrobe staples for kids such as long-sleeved t-shirts, leggings, sweatshirts, hoodies and pyjamas - family favourites to keep kids warm and cosy throughout winter. The changes mean an outfit consisting of a long-sleeved t-shirt, leggings and zip through hoodie can be picked up for £8.10 compared to £9.80 in Autumn/Winter 2022. A baby outfit comprising of a sweatshirt and joggers will now cost £4.60 compared to £6.

While the design, colours and prices of selected ranges are new for this season – the same great quality found across all of the Primark kids and baby ranges remains. All of the products are designed to be loved and worn for a long time before being passed on when outgrown. The long-sleeved t-shirt – a kids’ wardrobe staple - continues to be made using a minimum of 50% cotton sourced from the Primark Sustainable Cotton Programme (PSCP), the largest sustainable cotton programme of its type within the fashion industry.

The move is part of Primark’s commitment to be unrelenting in offering the best value for its customers across all of the ranges and products it sells.

Commenting on the move, Chief Executive, Paul Marchant, said: “For millions of people household finances continue to be stretched and we know that great value has never been more important for our customers. Our price leadership is central to everything we do and we are fiercely committed to protecting that for our customers to give them the confidence and certainty that when they come into Primark, they’ll find the best value on the high street. Kids clothes are an essential purchase, and we know that getting ready for a new school term can be a really expensive time for many families. We want to do our bit to help alleviate some of that pressure by lowering the prices on many of our kids’ essentials, while continuing to offer the same great quality.”

The news comes as Primark goes lives today with its expanded Click + Collect trial which is now available in 32 more stores in and around London. This takes the total number of stores offering kidswear on Click + Collect to 57 – joining the 25 stores in the north west of England, Wales and north Yorkshire already offering the service since its launch in November last year. After browsing online and adding items to a virtual shopping basket, customers can choose a day to collect, up to seven days ahead, from their chosen store [at no additional charge]. Orders will be available for collection from two days after they have been placed with a £10 minimum order value.

In the UK the new prices will be available on selected kids clothing landing in all 191 stores from 31 July onwards. Customers are able to browse the Primark website and use the stock checker to see whether the style and size is in stock before heading into store.

The new products benefitting from the lower prices (compared to the price of comparable products from the Autumn/Winter 2022 collection) include the following, with new lines landing in store each week:

• Kids leggings starting from £1.80 (£2.00 in Autumn/Winter 2022) 

• Kids long sleeved t-shirt starting from £1.80 (£2.30 in Autumn/Winter 2022) 

• Kids sweatshirt starting from £3.50 (£4.00 in Autumn/Winter 2022) 

• Kids zipped hoody starting from £3.50 (£4.50 in Autumn/Winter 2022) 

• Kids hoody starting from £4.50 (£5.00 in Autumn/Winter 2022) 

• Kids fleece nightwear starting from £4.50 (£6.00 in Autumn/Winter 2022)  

• Kids snuddies starting from £10 (£12.00 in Autumn/Winter 2022) 

• Baby sweatshirt starting from £2.30 (£3.00 in Autumn/Winter 2022) 

• Baby jogger starting from £2.30 (£3.00 in Autumn/Winter 2022) 

To coincide with the new kidswear essentials range, Primark will also launch ‘Choose your Future’, this year’s back to school campaign. As well as modelling the clothes, the stars of the campaign got the chance to get involved in filming their own content and turned into filmmakers and reporters on set. The campaign will launch at the end of July in store windows across the UK and Primark’s social channels.