Primark introduced a new £13 rule across its UK stores from last month in a boost for its shopfloor staff. From April 1, the low-cost fashion retailer raised its average hourly pay rates to a minimum of £13 for all retail assistants across England, Scotland and Wales.

Store assistants working in London saw their pay upped to £13.71 per hour. The chain, which has more than 190 branches across the country, says in addition to hourly rate changes, workers will also continue to benefit from a 15% year-round discount, along with other benefits.

Kari Rodgers, UK retail director at Primark said: "As retail becomes a more demanding environment, our colleagues play an increasingly important role to support our customers and the local communities we're part of up and down the country.

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"By investing in increasing colleague pay, we hope this goes some way towards recognising their hard work, commitment and the value they bring every day."

It came as various retailers increased pay for shop assistants, as British households continue to be hit by cost-of-living pressures.

For example, store assistants working at Aldi's UK branches had their pay increased to at least £13.50 per hour, with those working inside in the M25 getting £14.88.

Pay rates increase to £14.47 and £15.20 respectively based on length of service.

Aldi previously said the change would benefit 28,000 hourly-paid store workers, marking the second pay rise for Aldi teams in 2026 alone, after January's announcement of enhanced rates and extended maternity pay to 26 weeks at full pay.

The german grocery giant says the offering is higher than its competitors, though other major supermarket chains also raised pay from April 1.

The start of last month also saw the National Living Wage (for those 21 and over) rising to £12.71, while 18-20 year olds earning under the new National Minimum Wage saw their hourly pay upped to £10.85. Apprentices and under 18s now get a minimum of £8 per hour.