👋 My 30% off faves for you! Polar bears, new rainbows, & more cozy picks

Oct 13, 2025, 12:01 PM•primary

Hi there,

Alex here, your friendly Wow Specialist at Primary. I wanted to make sure you knew that our annual Friends & Family Event is on with 30% OFF SITEWIDE (no exclusions and no code needed!)

With so much on sale, I wanted to share some picks I thought you might like:

Our latest new arrivals not to miss: we’re talking festive family matching holiday PJs (sold as separates!), new graphic tees (polar bear anyone?), and back by popular demand in more colors than ever, our fair isle sweaters for kids and baby!
Time for a Rainbow Refresh! Sweater weather is here and we have rainbow trim cardigans, new rainbow heart sweaters, and returning rainbow stripe sweaters, too. Plus don’t miss matching beanies and mittens!
Snuggle up with bedtime basics like solid organic PJs in so many colors, and new prints for the season, plus favorite socks and underwear. I am personally loving these cute new baby socks in retro stripes.

And of course, puffers! A personal favorite of mine are the family matching striped puffers also in new colors this year like purple hydrangea and pink peony. I am also really loving layering vests for the perfect fall fit (I’ve yet to find anything the kids’ teddy fleece vest in oat doesn’t go with!)
The Cozy Shop is now open! Layer up in cozy fleece sweats for the whole family, cozy and coziest leggings for any temp, super soft and breathable heathered waffle styles, and so much more.
Last but not least, Halloween is just around the corner, and we’re your go-to for basics in orange and black, plus the foundation of any DIY costume – we have 100s of no-sew costume ideas + easy how-tos in our DIY Costume Gallery. And if you're in need of some last-minute crafting help, our FREE Costume Concierge is on standby to dish out advice.

One last thing before you go: we’ve got extra amazing deals on clearance styles – get them while they last!

Cheers,
Alex & Team Primary

Friends & Family Event: Get 30% off all items, prices as marked. Clearance items are up to 60% off, prices as marked. No additional discount codes apply. Promotions and discounts may not be used for the purchase of digital gift cards. Primary reserves the right to modify or cancel promotions at any time.

Primary Kids Inc.
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