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Primark’s revamped web platform helps boost Christmas sales

Chloe Burney
24 January 2023

Primark's revamped web platform, which now offers Click & Collect in select stores, helped the value fashion giant achieve bumper Christmas sales, its parent Associated British Foods has said.

The new UK website and the 25 Click & Collect locations were revealed in October ahead of peak trading and had helped boost web traffic by by 85% since last year. The new site will soon launch in Germany, Spain and the US in the coming months with all remaining markets expected by Summer 2023.

Primark boasted record sales in the week leading up to Christmas Day, marking a much stronger festive period than the retailer was anticipating. Sales in the UK were up by 15% over the four-month period to 7 January and the chain’s share of the clothing, footwear and accessories market jumped to 7% from 6.5% last year.

As well as growing online traffic, Primark had witnessed strong visitor numbers to stores in major cities, as well as on high streets and retail parks, ABF said.

The trading update stated that despite the cost-of-living crisis, “consumer spending has proven to be more resilient in this trading period.” The group noted that Primark’s low prices were appealing to existing and new customers but that economic conditions could weigh on consumer spending in the months ahead.

Retail selling space also increased from 17 million sq ft to 17.7 million sq ft year-on-year with new stores "performing well".

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