Is Primark ‘too expensive’? Shopping influencers say store is ‘not what it used to be’ as they flock to Shein and Temu – but brand insists customers still get the best deals

It’s difficult to imagine the great British high street without hoardes of shoppers lining up to secure bargains in the shoppers’ favourite budget retailer, Primark.

But the brand’s own recent figures appear to have suggested it has fallen into a ‘slump’ as its owner takes aim at Rachel Reeves’s budget for hitting consumer confidence.

The company has slashed forecasts for the its sales this year after a disappointing performance over the crucial Christmas trading period. But amid fashion influencers’ complaints that they feel the brand is more expensive than it once was, Primark insists shoppers won’t find better deals ‘anywhere else on the high street’.

Associated British Foods (ABF) – which owns Primark – blamed ‘weak’ trading activity on ‘cautious consumer sentiment and a lack of seasonal purchasing catalyst given the mild autumn weather’ after posting a six per cent fall in like-for-like sales during the last three months of the year.

Eoin Tonge, finance director at ABF, said there was ‘more pressure on lower income consumers’ which may have affected the company’s trading figures.

However, shoppers and experts have claimed other factors may also be at play in Primark’s latest figures, as some customers claim the chain is ‘not what it used to be’ – and many flock to online outlets like Shein and Temu instead. 

While TikTok is flooded with excited ‘haul’ videos from Shein and Temu – where you can buy £1 leggings and £5 dresses –  fewer influencers seem to be making the trek to the Primark’s physical stores.

YouTubers who brandish huge brown paper bags adorned with the company’s recognisable blue lettering in shopping roundup and ‘try on’ videos are increasingly being replaced with Instagrammers unsheathing Shein’s distinct transparent plastic packages for their viewers.

Many have also hit out at Primark’s prices, claiming that the shop is ‘not the affordable place it used to be’. 

One social media creator slammed the brand in a video, admitting she was ‘shocked’ at some of the prices when visiting.

‘It was really weird because they still have the odd thing that I deemed affordable,’ @whatgabthinks said.

Holding up a top which cost £7, she felt that just a few years ago it would have been ‘around £4’.

‘The one thing I always think is expensive in Primark are their coats and jackets,’ Gabi continued. ‘A lot of them are around £40 which I just don’t think is worth it.’

Commenters rushed to voice their agreement, with one writing: ‘The pyjamas are now like £30 when you’re buying the separates. I’m sure you used to be able to get a full set for less than £15 not that long ago.’

‘It’s so overpriced, New Look is actually cheaper,’ another added.

A third penned: ‘Lots of people in Ireland are now shopping in Dunnes Stores for clothes instead of Primark. better value as clothes nicer & will last longer.’ 

However, a Primark spokesperson disputed that prices have increased across UK stores. They said in a statement: ‘We haven’t raised prices and unlike many others, have no plans to. Our promise to our customers has always been that they will not find better prices for any one product anywhere else on the high street, and this will never change. 

‘In recent years we have expanded our ranges so that alongside our much-loved essentials, we also offer some more premium ranges such as the Primark Edit to offer as wide a choice to as wide a customer base as possible, but even at these higher price points, our price promise still stands.’

Some also felt that ‘quality for price went downhill’ – with some pointing to the Rita Ora range within the shop, which was mocked by many online when the 169-piece collection was launched on clothing rails last September.

A Primark spokesperson told FEMAIL: ‘Primark is all about great quality at a great price, both are equally important. We’re proud of the quality we offer, something we hear from millions of customers every year. 

‘We believe Primark is demonstrating that you don’t have to spend a fortune to get quality clothing, something independent research has proven, showing how the durability of a garment has no correlation to its price.’ 

This week, ABF announced it had adjusted its sales growth forecast for 2025 to ‘low single-digit’, compared to November forecasts of ‘mid single-digit growth’. 

ABF’s retail business, which is predominantly the Primark brand, saw sales nudge 0.4 per cent lower to £3.36billion for the 16 weeks to 4 January. This represented a rise of 1.9 per cent on a constant currency basis.

Sales in the UK and Ireland fell by 4 per cent, with a like-for-like drop of 6 per cent.

Despite the figures, many shoppers still say Primark is their go-to high street store for clothes at bargain prices. 

Additionally, many of its items continue to go viral online as influencers can’t get enough of certain products – including the £17 jumper dubbed a ‘hero item’ by the brand, which was part of its AW 24/25 range. 

Nonetheless, the decline in like-for-like sales has caused ABF, and retail experts, to reflect upon the business’s impact in a changing market.

Speaking to FEMAIL, retail expert Kate Hardcastle MBE said the decline ‘points to deeper changes in consumer behavior and expectations’ – and that Primark should implement new practices to compete.

‘While external factors such as mild weather and cautious consumer sentiment played a role, the real issue lies in adapting to how shoppers now prioritise value, convenience, and quality,’ she revealed.

Primark’s stubborn refusal of an online presence is also likely not helpful in a world of virality and convenience, and Kate – known as The Customer Whisperer, a global business advisor and broadcaster specialising on consumer insights and trends – said this puts the brand at a ‘clear disadvantage’.

During the pandemic, calls for the company to cater to those hoping to make purchases on the internet soared, but the shop doubled down on its business model.

‘We prefer to sell our products in our physical stores but thanks for the suggestion,’ the brand tweeted, after users pointed out they could be making much more money with a web store.

Primark does offer a click and collect service, whereby customers can purchase items online to be picked up in store. 

‘Today’s shoppers want retail to fit into their lives, not the other way around,’ Kate explained.

In a statement to FEMAIL, a Primark spokesperson said: ‘Firstly, we now offer Click & Collect in 113 of our stores which will be in every Primark in the UK this year. 

‘So we do have an online store, we just choose not to offer home delivery: the complexity and cost of this would mean we couldn’t offer the quality at the low prices our customer love us for which we think is the most important thing for us. 

‘Economics aside, Primark has always had its stores at its heart, which we know our customers love visiting. More broadly, we employ thousands of people across the UK, and are proud of the role we play in attracting shoppers to our great British High street.’ 

‘Online shopping offers round-the-clock access, saving time, effort, and even costs associated with going to the store.

‘Consumers are increasingly weighing the effort of heading out shopping against the convenience of ordering online. It’s not just about stormy weather – it’s about time. 

‘Shoppers want to spend their time doing other things, and with competitors like Shein and Next offering seamless online experiences, Primark’s limited digital offering is a clear disadvantage.’

She added that when it comes to value, customers aren’t just looking at price – but ‘perceived quality’. 

‘Spending a little more on something that lasts longer feels like a smarter choice for many shoppers. It’s value redefined – not just cheap, but worth it,’ Kate said.

‘For instance take a plain women’s knit at Primark & M&S – the gap between a £17 jumper at Primark and a £19.50 jumper at M&S is narrowing in the minds of consumers.

‘Many believe M&S offers better quality and longevity, making it feel like a better investment. This shift is significant for a retailer like Primark, which built its success on affordability.’

What’s more, buyers’ views on what it means for something to be ‘affordable’ have been affected by the rise of savvy second hand culture in the UK.

‘The rise of Vinted and Depop shows that shoppers are thinking differently about affordability and sustainability,’ Kate said. ‘Second-hand doesn’t feel second-rate anymore – it feels smart.’ 

She added: ‘Resale platforms are attracting both budget-conscious shoppers and those looking to shop more sustainably. For a similar price, they can buy branded or unique items while contributing to a circular economy.

‘This is a major challenge for fast fashion retailers, as second-hand is increasingly seen as a better alternative to cheap new items.’

‘Primark is showing promise in areas like inclusive product development and international expansion, demonstrating that it can innovate and identify opportunities,’ she said.

‘The launch of clothing ranges designed for people with disabilities is a great example of Primark meeting an underserved need. Meanwhile, its growth in markets like the US, Spain, and Portugal highlights its global potential, even as UK sales slow.

‘The market is changing, and consumers are driving that change. By evolving alongside their expectations, Primark can secure its place as a leader in value retail for the future.

‘This is a pivotal moment for Primark. The demand for value and convenience isn’t going anywhere – but to meet it, the retailer must adapt quickly and boldly.’

Despite some retail experts urging the company to consider adapting its practices, Primark still remains beloved by many bargain hunters, and the hashtag #primarkhaul has 143,200 videos on TikTok.

Several influencers have boasted of a number of viral items from the store, including particularly athleisurewear and PJs.

‘Primark is one of the most quality online shopping brand, their stuffs are graded…’ one X user gushed.

‘Their textile are good and thick Even if you see am for thrift, no drop am If you come across a sexy person at the gym, ask them for the brand they’re wearing It’s PRIMARK.’

In one recent clip, influencer @ell8495 on TikTok said she’s ‘in love with Primark at the moment’ as she showed off a selection of Spring-ready ensembles on the racks.

Elsewhere, @bellelovinglife boasted that the shop is already ‘serving spring vibes’ in a video.