Primark's latest loungewear offering, the 'croissant boyfriend pyjamas' featuring a charming croissant and blueberry pancake print, has become an unexpected viral sensation, sending fashion enthusiasts into a frenzy. These adorable and reportedly 'softest and comfiest' pyjamas, priced at an affordable £15 and available in sizes XXS to XXL, quickly sold out in stores, leading to widespread disappointment among eager shoppers. Primark describes the pastel blue two-piece set, comprising a long-sleeved button-down top and straight-leg bottoms with an elasticated waistband, as designed for 'laid-back comfort' and 'playful' bedtime.

However, the rapid sell-out and limited availability on click and collect platforms have paved the way for opportunistic resellers on the online marketplace, Vinted. Shoppers have expressed immense frustration upon discovering that the coveted pyjama sets are being relisted for up to double their original price, often reaching £30. Many have taken to social media platforms like TikTok to vent their anger, accusing resellers of 'greed' and lamenting that such practices 'ruin everything' for those seeking an affordable, nice pair of pyjamas. The act of buying multiple sets from Primark solely for resale at inflated prices has drawn strong criticism from the community.

While Vinted does not prohibit members from selling viral items for profit, the platform maintains strict guidelines regarding commercial selling. Standard Vinted members are expected to conduct non-commercial activity. For users engaging in consistent, business-like selling for profit, Vinted requires registration as a 'Pro seller.' This category is open to sole traders, non-profit organizations, and companies. Failure to comply with these rules can result in listings being hidden or removed, and accounts potentially being banned if commercial activity is detected from standard members.