‘Tis the Season: Primark Talks Trends, Tech, Pets and Pajamas

With the holidays on the horizon and a new round of social distancing measures in place across the U.K., License Global speaks with Sarah Jackson, global director, license, Primark to gain insights into the trends of 2020 and learn about the new holiday ranges and hot properties at Primark this December.

Ben Roberts

December 18, 2020

After lockdown measure were lifted in the U.K. and Ireland in June, shoppers flocked to Primark and queued around the block to pick up apparel, loungewear and kidswear in droves, embracing retail therapy after months at home. With Primark reaffirming its stoic dedication to brick-and-mortar sales, November’s pandemic prevention measures aren’t dampening spirits at the iconic retailer as the U.K. consumer community prepares for the holidays.

License Global

What do the holidays look like at Primark, and what new licensed products are you bringing into the store to celebrate December?

Sarah Jackson:

This year is challenging us all in ways we couldn’t have imagined and is bringing us together through shared experience. Primark’s festive campaign is themed around the power of giving together. It’s about being in it together – from our customers to our exciting and affordable range of gifts all while being conscious about our impact in the world. No festive season is complete without a gift or

two, and we’ve worked hard to create an exciting license range which is starting to land in stores as part of our Gift Shop that includes Disney, “Star Wars” and “Harry Potter” products. Our Fam Jams, which are our pajama range for all the family, were very popular with customers last year and are available again this year with the range featuring Minnie and Mickey Mouse and “Star Wars” favorite, Baby Yoda. The range even includes pet pjs, and we also have a host of pet accessories for the festive season, making sure all the family are included. Disney is a big focus for us this year, and our range is extended to include some new products like Minnie and Mickey plush toys and Disney clothing and accessories across womenswear and kidswear.

New to the Gift Shop will be tech items for kids including Batman earphones and a Minnie laptop case. Our highly anticipated “Harry Potter” Christmas range is returning to stores again this year and includes a Hedwig wreath and stationery bauble set.

Why are these properties and products top of your list for the holiday season?

Disney is always a firm favorite with our customers all year round, and we are delighted to extend the range as part of our festive offering. As consumers face spending more time at home over the festive season than previous years, pajamas and loungewear are top of the Christmas shopping list for many of our customers. We also know that consumers are spending more time watching their favorite shows, too – from “Stranger Things” to “Friends” and “The Mandalorian,” we have gifts for all fans. Lockdowns and other such measures over recent months saw people adopt animals and welcome more pets into their homes, and so there are plenty of gorgeous gifts for pets included in our Gift Shop.

What have been the buyer trends of the year so far, especially as lockdowns lifted and consumers flocked to Primark, and what did you learn from that period?