Travel agencies across the country have begun offering shopping trips to the world’s biggest Primark store.
The new shop in Birmingham city centre opened in April and is set across five floors, attracting visitors from across the country.
It boasts designated Disney and Harry Potter attractions, a beauty salon, a cafe and its own vinyl record shop.
Now, a number of canny agents are capitalising on demand and have launched a range of bumper shopping trips and excursions.
Among them is TTG Top 50 agent Thorne Travel in Kilwinning, which is offering overnight trips from three departure points through its Thorne Travel Experience brand.
The trips, departing Kilwinning, Irvine and Kilmarnock, start from £115pp and include B&B hotel accommodation in the city centre near the new store.
Owner Shona Thorne told TTG it was all about giving customers what they want: "The trip is doing well for us – we have one coach already full and the second only has a few seats left on it.
"We have always listened to our customers and, while they travel overseas with us, they are always looking for new experiences.
"When we did one of our afternoon teas, it was discussed between some of our customers and we decided to test the water and the first coach was full within three days.
"We always run trips to various different outlets giving customers a variety of different experiences within the UK or overseas."
Others offering trips, the BBC and Daily Mail variously report, include Yorkshire Rose Holidays, Yorkshire-based CAB Executive Travel and Woods Travel in Bognor Regis.