Primark Loses Young Shoppers to Shein as Fast-Fashion Crown Slips

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2.20.2026

Quick Facts

Shein became the most popular online fashion destination for UK women aged 16-34, ranking fourth overall above H&M, ASOS, and Zara
Nearly 50% of UK women aged 16-34 purchased from Shein in the past 12 months, according to 2025 Mintel research
Primark raised minimum prices 33% between 2023-2025, though entry-level items like £1.30 children’s T-shirts remain unchanged

Primark faces mounting pressure from Chinese fast-fashion giant Shein as young shoppers abandon the Irish retailer’s stores for ultra-low online prices.

A 2025 Mintel survey found nearly half of UK women aged 16-34 bought fashion items from Shein in the past 12 months. Shein now ranks as the most popular online fashion destination for this demographic and fourth overall among all fashion retailers, surpassing H&M, ASOS, Zara and New Look.

The shift marks a dramatic change for Primark, which built its reputation as the go-to destination for budget-conscious young shoppers. Parent company Associated British Foods reported flat sales of £9.5 billion in its latest fiscal year, with same-store sales declining in the UK and Ireland.

George Weston, CEO of Associated British Foods, acknowledged the competitive threat. “De minimis imports in the US are very large, they supply a lot of Americans who don’t know about Primark yet but are looking for value,” Weston said. He noted that rising prices from online competitors due to tariff changes could drive shoppers back to shopping centers.

Bernstein analysts estimate Primark raised minimum prices 33% between 2023 and 2025, matching increases at H&M and Next. However, the company maintains that 85% of its products still cost £10 or less, with entry-level children’s T-shirts remaining at £1.30.

“Primark has historically been the last bastion for young people to go and have that physical shopping experience, but I think that’s really changing,” said Steph Briggs, an e-commerce strategist at Retail Champion consultancy.

The retailer avoided online sales until late 2022, when it launched click-and-collect services. A mobile app showing product availability rolled out in Italy and Ireland last year, with expansion to other markets planned.

Despite digital challenges, Primark continues physical expansion. The company opened six stores in fiscal 2024/25 and plans to reach 60 US locations by September 2026. “We’ve got the biggest programme of store openings in 2026,” Weston said.

Primark operates without a permanent CEO since Paul Marchant left in March following a behavioral complaint. Interim CEO Eoin Tonge leads the company as AB Foods considers splitting off the retail chain from its food businesses.

The company targets mid-single digit sales growth for 2025 while investing more in consumer marketing. “Our investment in consumer-facing activity, whether it’s digital or whether it’s above the line, will be higher in the future,” Weston said.