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Personally I would prefer Rosemary.

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I do think Primrose is going to get more common because of "The Hunger Games." In the responses I got from this and two other boards to my questions about the names from Hunger Games, Primrose was the one that the most people said they might actually consider for a child. The only other Hunger Games name (that's in the first book) that many people said they might really use was Rue.

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It was used some during the flower name fashion of Victorian times, but was never very popular. There were 277 people named Primrose in the 1930 USA census -- 49 of those were men, by the way, probably because Primrose is also a Scottish surname and they were being given that as a first name.

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Though I am not a personal fan, my personal impression of Primrose isn't "cutesy" but rather straight-laced and traditionally feminine, probably because of the connotations of "prim." Though if I knew a Primrose I would rather use Prim than Rose for the short form, just because it's more distinctive.