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Primark's UK sales decline amid competition from Shein and shifting shopper habits
Primark's like-for-like sales in the UK and Ireland fell by 3.1% in the year to September, a drop the retailer attributed to a sluggish consumer market and unseasonably warm autumn weather reducing demand for winter clothing. The decline comes as online rivals like Shein and Temu lure younger shoppers with ultra-low prices, vast product ranges, and home delivery-services Primark lacks.
Shoppers turn to Shein for convenience and price
Many consumers now prioritize online convenience over in-store bargains. Serena Milius, a 34-year-old finance manager from Tooting, told the BBC her wardrobe is now 90% Shein, reserving Primark for "little bits and bobs" like socks and cosmetics. "Shein's our main thing," she said, reflecting a broader shift among budget-conscious buyers.
Martha, a 23-year-old student in Leeds, echoed this trend, opting for higher-quality items from brands like Zara and Weekday while using Primark only for basics. "I like to buy more expensive items that I'm going to wear over the years," she said, highlighting durability concerns-a common critique of Primark's fast-fashion model.
Durability and sustainability under scrutiny
Primark has faced persistent criticism over product longevity, though the company insists it is improving. Vicki Swain, Primark's product longevity lead, told BBC Radio 4 that the retailer has introduced a Durability Framework to extend garment lifespans and incorporate more sustainable materials. "We've been investing in making our clothes more durable," she said, though shoppers like Martha remain skeptical.
Shein's aggressive expansion rattles competitors
Shein's growth underscores Primark's challenges. The online giant, which uses AI to churn out thousands of new styles daily, opened its first permanent European store in Paris this week, drawing long queues-and protests. Demonstrators condemned Shein's environmental impact and labor practices, while French prosecutors launched an investigation into the platform over alleged sales of childlike sex dolls. Shein temporarily suspended listings from third-party vendors and pledged cooperation.
Despite the controversy, Shein's appeal is undeniable. A May Mintel survey found 46% of UK women aged 16-34 had purchased from Shein in the past year. "You can buy anything from Shein," one shopper in Paris told the BBC. "It's such a cool thing for people my age who are struggling in this economy."
Primark's in-store advantage-and limitations
Primark's physical presence remains a double-edged sword. While its 200 UK stores drive bulk purchases-"You might go in for one thing and end up buying seven," noted Peel Hunt analyst John Stevenson-they also overwhelm some shoppers. Abbi Lily, a 24-year-old content creator, called the experience "overstimulating" and complained of dwindling bargains. "They just don't have the bargains as much anymore," she said.
The retailer defends its pricing, stating 85% of products cost £10 or less, and argues its no-delivery model keeps overheads low. "It's a deliberate choice to streamline operations and pass savings to customers," a spokesperson said. Stevenson added that delivery might not suit Primark's bulk-buying ethos: "If you're buying £10 of stuff, are you going to pay £5 in delivery?"
Global growth offsets UK struggles
Despite UK challenges, Primark's global sales rose 1% year-over-year, buoyed by expansions in Europe and the US. It recently launched dedicated Primark Home stores in Belfast and Manchester, though it will close a Dartford outlet next year-its first UK closure in a decade. Kantar data shows Primark's UK market share has grown, suggesting resilience amid broader high-street struggles.
For loyalists like Khloe Lightholder, a 34-year-old childcare worker from Essex, Primark's allure endures. "I absolutely love Primark," she said, typically spending over £200 per visit on shoes, bags, and homeware-often blowing her budget. "Every time I go, that budget is out the window."
Outlook: Adaptation or attrition?
The rise of Shein and Temu poses an existential question for Primark: Can it retain relevance without embracing e-commerce? While analysts like Stevenson dismiss fears of imminent decline-"I absolutely don't think they're doing badly"-the retailer's refusal to offer delivery may increasingly alienate time-pressed shoppers. Yet for now, its brown bags remain a high-street fixture, a testament to the enduring appeal of in-person bargain hunting.
