Primark is dropping the prices on hundreds of items in its kids clothing range.

The retailer said that the move comes as many Brits still struggle to make end meets, despite inflation declining in recent weeks.

Earlier this month, figures from the British Retail Consortium (BRC) showed that shop price annual inflation had fallen to its lowest point since December 2021.

This is the second year in a row that Primark has lowered its prices across kidswear ranges, having previously reduced them last summer in time for the Back-to-School shopping period.

“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, 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."

Reductions include kids swim shorts and swimsuits priced at £2.50, down from £3.00 in the Spring/Summer collection of 2023.

Primark sales were up 7.9 per cent to £3.3 billion in the first quarter of 2024 after a slow start driven by "unseasonably warm weather".

Associated British Foods (ABF), the parent company of Primark, said earlier this year that it recorded stronger sales in the run-up to Christmas.

Primark’s market share reached a new record at 7.1 per cent for the 12 weeks to 10 December, up by 0.1 percentage point compared to the previous year.

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