Social media analyst firm Crimson Hexagon announced that 57 per cent of all tweets about Primark are negative. Most tweets mentioned poor in-store experiences and the lack of an e-commerce channel. The research, which examined 129,000 tweets in the UK between January – September this year, also discovered that 20 per cent of people tweeting about Primark expressed a general dislike towards the brand as a whole.

According to Danielle Pinnington, the Managing Director of Shoppercentric, The negative feedback may have come from shoppers who have only turned to Primark because of the economic situation.

“Low price stores deliver low price by keeping costs to a minimum, which means the in-store experience can feel poor to shoppers more used to mid-market or up market environments… it may well be that the negative tweeters like the products, but struggle to stomach the environment,” said Mrs Pinnington..

The survey also found however that 21 per cent of users were tweeting positive content about the Primark brand with cheap prices and 7 per cent discussed factory conditions of Primark’s supply chain an issue when it came to the safety, working conditions, and wages of the workers producing some Primark goods.