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If you've always walked past them, consider buying one (or 3). If you have a garden or balcony, plant them when they are spent. We ended up with a true primrose path many years ago at our former home.
ciao-flowery-meow/GGCM
PS: Primrose tip: pinch off spent blooms at the base. This will help new flowers bloom.
(photograph via Meadowbrook Farm)