Primark's announcement that it will introduce home delivery has prompted renewed attention to the growing number of shoppers who avoid high‑street clothing stores altogether. The BBC spoke with several women who said they do all their clothes shopping online, describing in‑store experiences that left them reluctant to browse or buy in person.
"I find it quite demoralising in store," one woman told BBC reporters, explaining why she now buys clothes exclusively from websites. Others described a range of personal reasons for choosing digital channels over physical stores, saying online shopping offers them privacy and control over what and how they try on and buy.
Those interviewed said the availability of home delivery from a value retailer such as Primark could make a practical difference for people who currently avoid shops. For some, the addition of delivery options means access to brands and price points they had previously only been able to shop around trips to a store or not at all.
Retailers' moves to expand online services reflect broader changes in consumer habits, with many shoppers increasingly balancing convenience, comfort and expectations around service. While the BBC's interviews focused on individual experiences and preferences, the responses underline a shift in how some people approach clothing purchases and the role home delivery now plays in meeting those needs.