Primark are set to raise their prices this autumn despite "regrets" from its executive.
The cost of living crisis is hitting many hard with individuals, small business and chains all suffering.
It comes as shopping and energy bills have seen a sharp rise amid soaring inflation rates whilst fuel prices have also seen a jump.
READ MORE - What to do if easyJet loses your suitcase and how to get it back
As a result of rising bills, and as reported by the BBC, a Primark executive told the media company he "regrets" raising prices.
John Bason, finance director at Primark's parent company Associated British Foods, also warned that some customers are likely to spend less with many people cutting down on what they're buying as they watch closely at just how much they now spend.
After confirming the fast fashion retailer would be hiking prices across some of its range from this autumn, the BBC added that Mr Bason stressed Primark was committed to "affordability for everyone".
Whilst they may be upping their prices later this year, the company have vowed not to raise prices for its spring and summer collection.
But while it is keeping its pledge, ABF recently announced it will implement "selective price increases" across some of Primark's autumn and winter stock in a bid to tackle the costs of living challenge stating: "I do regret that we have to put some prices up" adding that the decision is a "reflection of the scale of the inflation that we're seeing."
Reacting to the news, people have taken to twitter with many stating they aren't happy given everything else that's going up in cost.
One said: "Omg they are raising the prices @Primark. Truly the first sign of the end of days.
A second added: "Oh dear. If Primark is complaining now, imagine when winter comes."
"Your success is built on low prices. Make your prices higher and guess what goes....your success." tweeted a third.
