Penneys has revealed new sales data showing a surge in demand for everyday essentials in 2025, with Irish shoppers purchasing 2,000 packs of socks every hour, more than 1,000 vests and T-shirts hourly, and almost 5,000 bras every day across its 38 stores nationwide.
The retailer says Irish consumers are increasingly embracing a more relaxed style, with activewear sales soaring by 40%. Everyday basics accounted for half of all items sold in Penneys stores throughout the year.
Denim also made a strong return, with sales rising 16% year-on-year, reflecting renewed demand for trending styles like barrel and wide-leg jeans. Customers bought more than 2,000 pairs of jeans daily on average.
Cold weather in late November spurred Penneys’ busiest trading period of the year to date. The week beginning November 24 saw record footfall, with Saturday, November 29 marking the single busiest shopping day of the year in stores nationwide. Viral demand played a role too — the retailer’s popular Croissant Pyjamas sold out within just two days after gaining traction on social media.
Seasonal and cultural events also contributed to sales spikes. Ahead of Electric Picnic in August, shoppers rushed for last-minute festival essentials, prompting triple-digit increases in thermals, boots and fluffy socks compared with the previous week. Meanwhile, during the Oasis concerts at Croke Park, Penneys' O’Connell Street and Mary Street stores saw a surge in footfall as concert-goers passed through the city centre.
Looking ahead, Penneys expects next week — beginning December 15 — to be its busiest week of 2025, with over one million customers predicted to shop in its stores. Saturday, December 21, is forecast to be the peak shopping day of the year, as customers seek last-minute Christmas gifts, partywear and cosy winter essentials.
Fintan Costello, Head of Penneys Ireland and Northern Ireland, described 2025 as a landmark year for the brand, which operates as Primark internationally. “As we're now in the big run-up to Christmas, we're expecting busy stores as customers seek out the best value in gifting, nightwear, partywear and home décor for the festive season,” he said.
