Primark announced that it is lowering prices on hundreds of essential kids’ clothing and accessories, reaffirming its commitment to keeping prices low on kidswear.

The retailer explained this move applies to the price points of selected summer essentials and aims to help families make their money go further as they start planning their summer wardrobes.

This includes everyday essentials from the summer wardrobe staples for kids such as swim shorts and swimsuits, selected t-shirts and shorts, sliders and baseball caps, perfect for rising temperatures and holiday season.

According to Primark, a simple t-shirt and swim shorts complete with sliders and a baseball cap can be picked up for £10.50 compared to £12.50 last year. This move also extends to babywear, with a full outfit comprising of selected t-shirt and shorts now only £4.60 compared to £8.00 12 months ago.

Primark assured that although selected ranges have new designs, colours, and prices for this season, the same great quality can be found across all of its kids and baby ranges.

The retailer highlighted all of the products are “designed to be loved and worn for a long time before being passed on when outgrown.” Primark shared that majority of its swim shorts and swimsuits, which it adds is a summer staple for kids across all ages, are made using recycled materials (a minimum of 50% recycled polyester).

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In addition to this, the selected t-shirts, shorts and babywear outfits continue to be made using a minimum of 50% cotton sourced from the Primark Sustainable Cotton Programme (PSCP) which Primark added was the largest sustainable cotton programme of its type within the fashion industry.

Gavin Daniels, director of Kidswear at Primark, said: “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. 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. Our customers can always trust us to bring them great quality at affordable prices, and we’re proud to go even further by lowering our prices once again.”

The retailer pointed out that despite inflation slightly dropping, nearly a quarter (23%) of Britons are still struggling or just about making ends meet while a further 43% are simply ‘managing’ with their spending.

Primark shared it aims to offer its customers the reassurance that they’re getting the best value across everything it sells.

This marks its second year of introducing lower prices across hundreds of essential kids’ items after previously dropping its prices across kidswear ranges last summer in time for the Back-to-School shopping period.

Commenting on the move, Pippa Stephens, GlobalData senior apparel analyst said: Primark’s decision to lower the price of hundreds of childrenswear products will help it continue to drive sales amid economic pressures. Family shoppers have been some of the most impacted by inflationary challenges, and with childrenswear being particularly essential, due to the rate at which children grow out of items, these cost reductions will bolster shopper perceptions and loyalty.”

In February, Primark shared plans to invest more than £100m ($126.14m) in UK retail this year with new store openings lined up in England and Scotland.