Primary’s Entire Site Is at Least 30 Percent Off. Here’s What I’d Buy.
I’ve been dressing my almost-5-year-old daughter in Primary since her newborn days. I’m due with my son in a matter of weeks, and I already have both hand-me-down and brand-new Primary styles on deck for him. Primary also makes one of my favorite sweatshirts and a pair of pajamas I’m quite fond of. In other words, I’m kind of devoted to the brand. Its combination of quality, simplicity, and affordability is pretty unmatched, and everything it sells is worth paying full price for, in my opinion.
But a good deal is always welcome, and there’s one right now: the sitewide Friends & Family Event, which runs now through the end of March with at least 30 percent off everything (some items are discounted by as much as 50 percent). Even better, a ton of Primary styles are also available at Nordstrom for the same Friends & Family price, if you’d prefer to shop around. Below are the pieces I think are worth purchasing. Some of it is stuff I already own, some is stuff I plan to buy; all of it is timeless, affordable, and very hand-me-down-able — which, as far as I’m concerned, is what all kids’ clothes should be.
Kids
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This breezy slub-cotton tank has a gender-neutral cut and also comes in a cute striped version.
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I love a good stripe (I personally have a whole drawer devoted to Breton tops, and my daughter’s collection is growing slowly but surely), and Primary has multiple styles to choose from. There are bright, kid-centric color combos, like the pocket tee shown here or this white-background one, and more subdued long-sleeve options. If you’re looking for an even more basic tee, try a solid color.
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I also love a sweatshirt. Primary’s Adult 24/7 Women’s Fit style is one of my favorites, and it’s also the grown-up-size version of this gray one, which I’ll be grabbing for my son (he’ll grow into it). My daughter, meanwhile, regularly wears this pink striped style, as well as this zip-up hoodie in red.
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Primary’s bike shorts are also great. As the mom of a girl who refuses to wear anything but dresses, they’re invaluable. But as they’re a bit on the long side, they’re also wearable as shorts.
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My daughter wears this dress every chance she gets. I really like the tonal purple color, but the other varieties are great, too. Nordstrom carries the same style in a multicolored polka-dot print that’s also 51 percent off.
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Of course there are solid-colored pajamas, but if you’re just going for one pair, I suggest the banana set.
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This is the new two-piece my daughter will be sporting this summer. For something equally sun protective but less girly, I also really like the mix-and-match combo of this baseball rash guard and these color-block board shorts.
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I’ll be buying this slightly oversize so it’ll last for a of couple of years. (I wish there were a version for grown-ups.)
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The Primary x Sesame Street collab has lots of pieces to love, but these are three of my favorites.
Babies
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There’s a great selection of onesies and rompers to choose from, including the balloon-print one above, which is already on deck for my son.
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Technically pajamas but easily doubles as daytime wear for non-walkers. It’s also available in a two-pack and
without feet.
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I’m a big fan of this striped sweatshirt, which is 32 percent off. Nordstrom has other rainbow options for the same price.
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Buying a two-pack of these organic-cotton pants is actually cheaper than buying a single pair. To get even more bang for your buck, order one size up and cuff at the ankles.
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Throw in an on-sale swim diaper (just $10 right now) while you’re at it.
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I bought this same puffer suit for my daughter over four years ago. My son will be wearing it next winter.
Adults
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I will always pick slub over standard cotton. This style is also on sale at Nordstrom in a few colors, but the Primary site has the largest color selection (ten total).
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The unisex version of one of my favorite sweatshirts.
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I have a the tapered-leg version of these pajamas in red, but I actually like this combo more.
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The Strategist is designed to surface useful, expert recommendations for things to buy across the vast e-commerce landscape. Every product is independently selected by our team of editors, whom you can read about here. We update links when possible, but note that deals can expire and all prices are subject to change.
