Primark, the value-driven clothing retailer, is lowering prices on hundreds of its essential children's clothing and accessories for the mid-year season.

This marks the second consecutive year Primark has implemented price reductions on children's wear, solidifying its commitment to affordability for families.

The move comes as many Britons continue to grapple with financial pressures, with nearly a quarter (23%) struggling to make ends meet.

Primark aims to ease the burden on parents by offering hot-weather clothing and accessories such as swimsuits, t-shirts, shorts, sliders, and baseball caps at lower price points.

For instance, a complete outfit consisting of a t-shirt, swim shorts, sliders, and a baseball cap for a child now costs £10.50 ($13.11), compared to £12.50 last year.

Similarly, babywear outfits have seen a significant price drop at the retailer, with a t-shirt and shorts combination now priced at £4.60, down from £8.00 in 2023.

“We know that summer can be an expensive time for families and as the holidays get closer, parents want to make their money go further with low prices that don’t compromise on great quality,” said Gavin Daniels, director of Kidswear at Primark.

“As shoppers start to prepare for summer, we want to play our part by offering new lower prices across many products in our kids range to support families.”

Despite the price reductions, Primark says it maintains its commitment to quality and sustainability.

The company said the majority of its children's swimwear utilises at least 50% recycled polyester, and many t-shirts, shorts, and babywear items are made using cotton sourced through the Primark Sustainable Cotton Programme.

The lower prices are already reflected in selected children's clothing across all Primark stores in the UK and are also available through the Click & Collect service currently being trialled in select store locations.

This price reduction strategy aligns with Primark's broader 50th-anniversary celebrations and its recent announcement of a £100m investment in its UK stores this year.