JD Sports finds stability in US as UK Christmas sales slip
JD Sports has reported "resilient" trading over the peak period, delivering Q4 sales growth of 1.4% and said it expects full-year profit to be in line with market expectations.
In a trading update covering the nine weeks to 3 January, the retailer said like-for-like sales declined 1.8%, broadly unchanged from the third quarter.
The group’s performance was underpinned by a return to growth in North America, its largest market, where like-for-like sales rose 1.5%, improving markedly on Q3. This strength was partially offset by weaker trends in Europe and the UK, where consumer demand softened in early December.
Chief Executive Régis Schultz said: "Overall sales during the peak period were in line with our expectations, against a volatile consumer backdrop. Black Friday saw strong customer engagement across all regions, but demand softened in the first half of December, particularly in Europe and the UK.
"We responded decisively in the final weeks of the period by choosing to make targeted price investments, and we saw improved sales in the immediate run-up to Christmas Day and the period after."
He added that the performance demonstrated JD’s continued appeal "in a challenging market".
In North America, which accounted for 39% of Q4 sales, revenue rose 5.3%. Europe delivered modest growth of 0.9%. The Asia-Pacific region continued to perform, delivering sales growth of 2.8%.
In the UK, which represents 25% of group sales, revenue declined 4.8% and sales fell 5.3%, with early-December weakness outweighing strong event-driven demand during Black Friday and the peak holiday period. Apparel performed more strongly than footwear, with women’s ranges and outerwear driving sales.
Looking ahead, the retailer reaffirmed guidance that profit before tax and adjusting items for FY26 will be in line with current market expectations, and is on track to generate around £400 million in free cash flow.
Further details will be provided in the company's full-year results on 7 May 2026.
