Pepco’s Poundland has faced some tough conditions in recent periods — along with much of the value-focused end of the general merchandise market — but it’s starting 2025 with a campaign it hopes will remind shoppers of its ultra-value credentials.

It’s now increasing the number of core items at £1 or below from around 1,500 to almost 2,400 in all its UK stores and also emphasising that given it was established 35 years ago, £1 back then would now actually mean goods costing £2.42.

Almost 2,400 core items are now £1 or less and when it also adds in significant ‘When it’s gone, it’s gone’ clearance items from its January sale, there are now over 4,000 products in a typical Poundland at £1 or below.

It’s delivering more savings through its new app, Poundland Perks, too. This has already hit 2.2 million downloads and updates in the space of just eight weeks with approaching a million weekly active users.

As well as lower prices on a variety of household items, homewares and foods, there are “significant reductions” in Poundland’s clothing departments that can be found in most of its stores. 

Those price drops include kids’ and baby clothing that now start from £1.50, women’s and men’s T-shirts, which can be found from £2, and women’s sweatshirts, knitwear, denim and dresses from £5.