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Christmas at Primark is all about celebrating that unique ‘it’s here’ moment


Deck the halls, (and the bedroom, kitchen and bathroom): Christmas at Primark is all about celebrating that unique ‘it’s here’ moment with a return to seasonal nostalgia

Primark’s Christmas campaign launches in stores today alongside new research revealing UK consumers’ festive plans - with two fifths of Brits saying they are more likely to do more Christmas shopping in person this year.

  • The UK is embracing the Christmas spirit this year, dressing up – and down – both on the town and at home. From fun festive fam-jams (including four-legged friends!), stand-out sparkle, or cosy nights on the sofa together, the UK is planning on celebrating in style.

Whether it’s everyone’s favourite pastime of decorating the tree, hitting the shops with your Christmas list, meeting old friends in town for your annual get together or breaking out your favourite Christmas PJ’s, everyone has their own ‘it’s here’ moment.

Primark is celebrating that unique Christmassy feeling through its festive campaign launching in-store this week. To help uncover how the UK is planning to celebrate this year, new research commissioned by the retailer, shows people have big plans for their festive style, whether for the party season or matching PJs or jumpers for the big day at home. More people say they are more likely to do more Christmas shopping in person this year, preferably with friends or family, saying both are a big part of their own Christmas feeling but with a savvy eye, as value proves key this year.

How we’re shopping this Christmas

  • For many, Christmas has already begun, with over a quarter (26%) saying it feels like Christmas is already here. Some Primark customers have been getting ahead in their Christmas shopping already – overall Christmas sales are already up 33% year-on-year, with festive bedding, Christmas jumpers and Fam Jams looking to be early favourites.

  • While almost all UK consumers who celebrate Christmas are set to decorate at least one area of their home this year (98%), more than a third (36%) say they look forward to decorating their house more than any other festive tradition. This year, decorations are spreading far beyond the living room, with Brits set to deck their hallway (34%) kitchen (22%), bedrooms (19%) and even the bathroom (8%) with festive cheer. Primark has already seen bedding, hand towels and tea towels flying off the shelves as customers prepare for a home Christmas makeover.

  • Two fifths (41%) of Brits say they’re more likely to head to the high street for more of their festive shopping this season, with the chance to see and touch gifts (56%) and take in the Christmas atmosphere (55%) among their top reasons.

  • Bagging a bargain will be a key part of Christmas shopping for two fifths of Brits this year, as UK shoppers are prioritising value against a more considered attitude to spending: More than half (54%) say they are reducing the amount they spend on gifting and 53% have set money aside throughout the year to allow them to have the Christmas they want. Despite this, more than a third (36%) say they are not holding back this year.

  • Christmas shopping remains a big social occasion for many, with close to half (48%) loving spending quality time with loved ones while on the hunt for gifts.

What we’re wearing this Christmas

  • “Silver style”: Forget gold. Partywear this Christmas sees silver take centre stage, as metallics have their moment. Primark’s second collection with Rita Ora launching today features a pair of statement silver jeans that are the perfect ‘fit to go from day to night, while silver statement jewellery and bags will pull together any look.

  • Going all “Out Out”: Party wear is back and is bigger than ever featuring metallics, ever popular black across elevated tailoring with a night-time twist plus plenty of sparkle. Velvet also features heavily this year across womenswear with luxe trousers and dresses, and menswear where the velvet blazer, created in collaboration with Primark ambassador Kem Cetinay, will be the perfect elevated piece. Rita Ora’s second collection also goes glam, with silver and black as hero colours throughout, with pops of on-trend red. Metallic knitwear and faux fur coats will also keep fashion lovers warm in the winter months. With a fifth of those asked about their wardrobe over the festive season saying they were planning to dress up for Christmas day – the glamour is not just reserved for the Christmas party.

  • Cosy is King: Christmas jumpers aren’t going anywhere: One in five plan to dust off their Christmas jumpers from 1st December, as this festive knitwear favourite remains the most popular outfit choice for Christmas day, with a third planning to wear one. For those who don’t already have one, Primark has a huge choice this year, from the Grinch to traditional, including its very first Primark branded design. For even more cosiness, Primark’s iconic velvet plush leggings are also back this winter in both womenswear and kidswear, in more colours and patterns than ever before with sales more than double the same time last year.

Primark Christmas Jumpers
Primark Christmas Jumpers
  • Rise and shine: It’s all about glossy skin, glittering eyes, and big bouncy blow-outs (without the heat damage) when it comes to beauty this Christmas, as customers look to emulate the Studio 54 era of the 1970s. Nearly 40% of Brits said that beauty and bath products were a typical part of their Christmas gift list, with hero products including heatless curlers, individual glitter eyeshadows, lip oils and bronzing drops, while Primark’s “Up All Night” setting spray will be essential for taking a make-up look from the office to the dance floor.

  • Twinning is still winning: The rise of Fam Jams continues with a third (31%) of Brits planning matching pyjamas this Christmas. With sales of Fam Jams already up 17% on last year, Primark is expecting to see more people embrace the matching trend this year. This year Primark has five ranges on offer, with all the family (not forgetting four legged friends – more than a fifth plan on spending more on their dogs than relatives this year) able to get involved. The 57 stores in the Click and Collect trial are also adding men’s PJs to the overall offering so the whole family can pick up their Fam Jams in one place.

Primark Christmas Fam Jams
Primark Christmas Fam Jams
  • Festive decor style is spreading: Entertaining at home is more popular than ever, with tableware and glassware customer favourites this year alongside the perennial scented candle favourites. It’s not just dining, more people than ever are opting for Christmas bedding as part of their home’s festive makeover, while novelty cushions continue to be firm favourites. The novelty trend feeds into Primark’s range of £1 tree decorations – from a stack of macaroons to champagne bottles, to the viral aubergine bauble, there is something for everyone.

  • Have Snuddie™, will travel: A viral must-have that has only emerged in recent years, Primark’s Snuddie™, has become a category all to itself, as entire families have snapped one up to keep warm and cosy at home. This year, just in time for visiting friends and family, the Snuddie™, has had a travel upgrade: 23 new styles now come with a built in bag. And for those who really want to cuddle up this Christmas, our viral double Snuddie™, is in store as well.

  • Festive favourites: Beloved Christmas characters feature heavily in the nostalgia of that Christmas feeling – watching the first Christmas film of the season with a hot chocolate in hand is the preferred festive activity of 40% of Brits. With that in mind, the Grinch is back and bigger than ever this year. Primark has joined forces with Dr Seuss once again to create an extensive range of over 100 items with everything from fam jams and cosy jumpers to accessories and gifts, perfect for getting into the anti-Christmas spirit. In addition, Birmingham and Edinburgh customers can get the full immersive Grinch experience in store as the Primarket cafés transform for the Christmas season.

Finally, back by popular demand, the Primark iconic paper bag will undergo its annual festive makeover, doubling up as free and easily recyclable Christmas wrapping paper. For those looking for alternative festive designs to wrap their gifts, all Primark Christmas wrap is FSC certified and recyclable.

The Christmas range is available in Primark stores across the UK now and select products are available to order on Click + Collect at participating stores. For more information or to check store availability, visit:

Primark Wrapping Paper Bags

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