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JD Sports Braces for Muted Growth Amid Weak Europe Demand

JD Sports saw UK like-for-like sales drop 5.3% in nine weeks to Jan 3 as demand softened in Europe and UK amid a volatile consumer backdrop, says CEO.

  • On January 3, JD Sports Fashion reported falling UK sales during the key festive trading period covering the nine weeks to January 3.
  • Earlier this month the group said demand `softened` in the first half of December across Britain and Europe, and Regis Schultz, chief executive of JD Sports, said the group was trading in a `volatile consumer backdrop`.
  • Group comparable store sales dropped 1.8% while US sales, its largest market, rose 1.5% in the nine-week period, and UK like-for-like sales fell 5.3%.
  • Management says it remains on track with full-year profit forecasts, though most analysts expect a fall to £849 million from £923 million after targeted price investments improved pre-Christmas sales.
  • JD expects muted market growth in 2027 because of continued lacklustre spend among its core demographic, contrasting with the average growth outlined in its 2025 Strategy Update.
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JD Sports reveals Christmas sales fall

The group reported a 5.3% drop in UK like-for-like sales in the nine weeks to January 3 as it said demand ‘softened’ in the first half of December.

·London, United Kingdom
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RTÉ broke the news in Ireland on Wednesday, January 21, 2026.
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