# JD Sports reveals Christmas sales fall

By Aarin Chiekrie — 2026-01-21

Aarin Chiekrie, equity analyst at Hargreaves Lansdown, said: “JD hasn’t kicked 2026 off in style, with a relatively underwhelming sales performance over the peak festive season.

“The group had entered the period on the back foot, having lowered its full-year profit guidance back in November due to weak macroeconomic and consumer data.

“That trend continued over Christmas, with trading in the UK remaining a major pain point.

“UK consumers are simply cutting back on the discretionary items JD Sports sells as their spending power comes under pressure.

“Recent hikes in employer taxes and minimum wages are also weighing on margins from the cost side.

“Europe isn’t faring much better, with consumers on the continent seemingly under a cloud of caution.

“JD Sports’ expansion across the Atlantic, driven by its acquisition of Hibbett, has made the US the group’s largest region by sales.

“The picture here is much more positive, with like-for-like sales swinging from a decline in the prior quarter to growth, supported by new product launches and marketing initiatives that helped the group gain market share.

“Overall, the US economy remains in relatively good shape as consumers continue to spend.

“Alongside positive trends in the Asia Pacific region, the group’s managing to offset weakness in the UK and Europe.

“As a result, full-year underlying pre-tax profit guidance of around £850million remains on track.

“Looking to the following year, the sports fashion market is expected to remain muted, driven by a weak spending outlook for its core customers and a lack of innovation in the pipeline from its suppliers.

“But JD Sports looks to be taking the right steps to improve its own financial performance, which is underpinning the group’s ambition to deliver significant cash returns to shareholders.”

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