Croissant PJs, Denim Comeback and Activewear Boom: Penneys Reveals How Ireland Shopped in 2025

• Best-selling basics: Socks, bras, T-shirts and PJs were everyday heroes for Irish consumers, with thousands of Penneys’ favourite essentials sold daily

• Viral moments: From Penneys’ Croissant PJs that broke the internet to Cherry Bedding that blew up on TikTok, online hype saw products selling out in less than two days

• Pilates to Lattes: Activewear up 40% with gym crop tops and buttery-soft T-shirts a standout success; while denim made a comeback with flare and straight-leg styles a favourite for Irish women

• Winter warmer surge: The cold-weather week of 24th November was Penneys’ busiest shopping week of 2025 so far, with Saturday 29th November the single busiest day of the year to date

• Culture club: Festivalgoers and concert crowds powered spikes in sales and city-centre store visits during the summer

Penneys has revealed how Ireland shopped in 2025*, showcasing a year defined by best-selling basics, viral fashion moments and strong seasonal trading. From late-November trading peaks to festival-season surges, consumer behaviour showed clear patterns across the year.

Throughout 2025, the breadth of Penneys’ best-selling categories reflected the retailer’s ability to deliver on both fashion and great value essentials, as Irish consumers remain more cost-conscious than ever. Everyday essentials made up half of all items sold in Penneys stores this year with over 2,000 packs of socks sold every hour, nearly 5,000 bras sold each day and more than 1,000 basic T-shirts and vests sold every hour in Penneys’ 38 stores across Ireland.

The Great Denim Revival

Denim also had a strong comeback on the global fashion stage in 2025, which was reflected in sales of Penneys’ denim collection, up 16% year on year, fuelled by the popularity of new styles such as barrel and wide-leg jeans. Classic cuts remained firm favourites too, with flare and straight-leg styles proving the standout winners for women. Across Ireland, customers bought over 2,000 pairs of jeans every day on average, reaffirming denim’s enduring place in the Irish wardrobe.

PJs and Prints Go Viral

Ireland’s most talked-about trends this year came straight from the Penneys sleepwear aisles. The now-famous Croissant PJs, Red Bow PJs and Teddy Bear Robe became runaway hits both online and in-store. The social media fuelled excitement sparked early-morning queues at stores nationwide, and the sets sold out within two days. The trend extended beyond PJs too, with a Cherry Bedding Set reaching over 2 million views on TikTok before being snapped up in days. These sell-out successes reflect Penneys’ knack for trend-led, affordable products that resonate online with its millions of followers.

Pilates to Lattes: Activewear All Day Every Day

Ireland is a far more casual nation than ever before, fuelled by a shift towards versatile, functional fashion that moves from the gym to everyday life, think ‘Pilates to Lattes’. Activewear has surged for Penneys, as the category has grown by 40% year on year, with leggings, crop tops and oversized sweats becoming Ireland’s new uniform. As technology and fabrications have improved in recent years, Irish shoppers have loved Penneys’ butter-soft fabric for both its quality, fit and price tag: crop tops were up 70%, T-shirts were up by 85% and the now iconic buttery leggings increased by a whopping 124%.

Busiest Shopping Peaks and Calendar Moments

From seasonal trading peaks to festival weekends and the run-up to Christmas, Penneys was at the heart of some of 2025’s biggest calendar moments, with Irish shoppers showing clear patterns in how and when they spent throughout the year.

• Winter Warmer Surge: As colder weather arrived, the week of 24th November became Penneys’ busiest week of the year so far, with Saturday 29th November recorded as the single busiest shopping day.

• Festival Season Boost: In August Electric Picnic sparked a rush for last-minute festival essentials, with thermals up 108%, ladies’ boots up 130%, and fluffy socks up 80% compared to the previous week, as festivalgoers geared up for the unpredictable weather.

• Concert Weekends: Major cultural events also lifted footfall. During Oasis weekend at Croke Park, Penneys’ O’Connell Street and Mary Street stores saw strong spikes in shoppers as concertgoers passed through the city centre.

Christmas Peak: Looking ahead, next week (week of 15th December) is set to be Penneys’ busiest week of 2025, with over one million customers expected to shop across its 38 stores nationwide. Saturday 21st December is forecast to be the busiest shopping day of the year for Penneys, with customers expected to be out in force grabbing last minute Christmas gifts, festive partywear and comfy essentials. Early customer favourites and best-selling items so far include Christmas jumpers, festive FamJams and sparkly tops as social gatherings and work parties are in full swing.

Fintan Costello, Head of Penneys Ireland and Northern Ireland, said:

“It’s been a busy year; our customers are looking for value more than ever, and it’s clear they continue to trust Penneys for quality, style and affordability. From viral fashion moments to everyday essentials, our ranges delivered real joy for shoppers throughout the year. As we’re now in the big run-up to Christmas, we’re expecting busy stores as customers seek out the best value in gifting, nightwear, partywear and home décor for the festive season. We’re ready and waiting and are confident we’ve got the presents and value Irish shoppers are looking for this festive season.”

2025 was also a year of continued focus for the retailer on improving and investing in the best retail experience for customers nationwide and supporting local economies. Primark invested over €13 million in store renovations and enhancements this year in Ireland, including refitting Penneys stores in Killarney, Dublin’s O’Connell Street and Limerick city.

As the year draws to a close, Penneys is helping to keep the festive spirit alive for those who need it most. The retailer has made its largest-ever charity donation in Ireland, with €150,000 going to the Children’s Health Foundation. The donation supports Children’s Health Ireland hospitals and urgent care centres in Crumlin, Temple Street, Tallaght and Connolly. In addition, Penneys has donated a huge selection of its festive children’s pyjamas to families and patients, helping to bring warmth and comfort to those spending the season in hospital.

*All data and comparisons referenced cover the period 6th January 2025 to 30th November 2025, unless otherwise stated.