# JD Sports reveals Christmas sales fall

By Dan Coatsworth — 2026-01-21

Dan Coatsworth, head of markets at AJ Bell, said: “JD Sports’ trading update is a mixed bag, with recent gains in North America and Asia-Pacific offset by weakness in UK and Europe.

“It’s not a great look as the market had been hoping JD would have regained its balance and have a spring in its step following a miserable time in recent years.

“The market reaction is surprisingly positive as the stock has avoided another sell-off.

“That’s partially down to JD reassuring on 2026 guidance, saying it is comfortable with market expectations.

“The turnaround in North America is important given JD now has a large presence in the region through acquisitions.

“A decision to boost marketing in North America over the coming year is an indication of management confidence and a determination not to get left behind.”

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