Finance
JD Sports' sales fall in Christmas quarter on weak UK, Europe trading
Published by Global Banking and Finance Review
Posted on January 21, 2026
2 min readLast updated: January 21, 2026
Quick Summary
JD Sports reported a 1.8% sales decline during the Christmas period, with improved trends in North America but weaker markets in Europe.
JD Sports' sales fall in Christmas quarter on weak UK, Europe trading
JD Sports Sales Performance Overview
LONDON, Jan 21 (Reuters) - British sportswear retailer JD Sports Fashion on Wednesday reported another fall in underlying sales in the key Christmas trading period, with improved trends in the United States offset by weaker trading in the UK and Europe.
Sales Trends in the Christmas Quarter
The FTSE 100-listed group, which makes about 40% of its revenue in North America through its JD Sports, Hibbett, DTLR and Shoe Palace stores, said sales on a like-for-like basis fell 1.8% in the nine weeks to January 3, versus a 1.7% fall in the third quarter.
It expects year to end-January 2026 profit before tax and adjusting items to be in line with current market expectations of 849 million pounds ($1.14 billion), down from the 923 million pounds made in 2024/25.
Profit Expectations for 2026
The group also said it currently anticipates a period of "muted market growth" in its 2026/27 year.
Market Growth Outlook
Shares in JD have fallen 7% over the last year, reflecting a weak economic backdrop with the group's core, younger and less affluent customer base under pressure, a market driven by discounts and a drop-off in demand for Nike products, which make up about 45% of its sales.
($1 = 0.7444 pounds)
(Reporting by James Davey, Editing by Paul Sandle and Sarah Young)
Key Takeaways
- •JD Sports reported a 1.8% decline in sales during the Christmas period.
- •North America showed improved sales trends for JD Sports.
- •European markets were weaker, affecting overall performance.
- •JD Sports generates about 40% of its revenue from North America.
- •The sales decline was slightly worse than the previous quarter.
Frequently Asked Questions about JD Sports' sales fall in Christmas quarter on weak UK, Europe trading
1What is retail trade?
Retail trade refers to the sale of goods or services directly to consumers. It encompasses various businesses, including stores, online shops, and service providers.
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Consumer perception is how customers view and interpret a brand, product, or service based on their experiences, beliefs, and feelings. It significantly influences purchasing decisions.
3What is a trading platform?
A trading platform is software that allows investors to buy and sell financial instruments such as stocks, bonds, and cryptocurrencies. It provides tools for analysis and execution of trades.
4What are economic benefits?
Economic benefits refer to the advantages that arise from economic activities, including increased employment, higher income levels, and improved living standards resulting from business operations.