It's one of Britain's most popular high street shops - and it does some great Beauty and the Beast merchandise - but Primark is causing rifts all over the country.
Not because everyone is scrambling to get the last remaining Chip cup. Well, that too.
It's actually all about how the name is pronounced. You might not have thought about it before but there seems to be a divide between people who call it "Pr-eye-mark" and those who call it "Pree-mark".
And they're very vocal about it on social media.
Is this just a Welsh thing or does anyone in Manchester actually call it 'Preemark?'— Manchester News MEN (@MENnewsdesk) 14 August 2017
It's even caused family splits.
my mum says primeark instead of preemark, I think I'm adopted— michael (@kickthetradgedy) 12 August 2017
Or the break-up of friendships
ella actually pronounced primark like 'preemark' i am dooone with her— krish (@ignorantsIut) 10 July 2017
And it seems to be a north/south divide issue
I die when I hear northerners say Preemark
— rif (@tafir117) 10 August 2017
Or maybe it's to do with accents
apparently the scots and people from ni say preemark too— pigwidgeon stan🦉🐥 (@nicegal21) 2 August 2017
It's such an issue for some customers, the store has gone to the trouble of putting an answer in the 'help' section of their website, which should settle the debate once and for all.
In the 'other stuff' segment of their 'queries' page, where you can search for FAQs, they answer the question: "How do you pronounce Primark?"
Their response is: "That's a very good question. We like to use Pr-Eye-Mark."
So if the shop staff say it this way, then it's definitely correct.
Not Preemark then.
Someone should probably tell Michael on Twitter that, while he might be adopted, his mum is right.
Of course, if you're in Ireland you don't have this issue as it's called Penney's.
Why don't we all just rename Primark 'Penney's' and nobody will need to fight?