JD Sports has reported a decline in sales within the UK, raising concerns about the impact of consumer confidence on the retail sector. For the 13 weeks ending on August 2, revenues from established UK stores decreased by 6.6%, following a previous year that benefited from heightened trading fueled by events such as the men’s Euro 2024 football tournament and an increased demand for women’s sports footwear.
In response to these challenges, JD Sports indicated that it has reduced prices online, particularly focusing on footwear for women and children. This decline in UK sales contributed to a 3% decrease in underlying group sales in the same period, with only the Asia Pacific region showing growth.
Sales in the US fell by 2.3%, although this outcome was more favorable than anticipated given the influence of new import tariffs enacted earlier this year. Even with a decrease in sales, JD Sports shares rose by 5% following assurances from the company that it remains on track to meet its profit expectations for the full year, despite previous downgrades. The company also announced a £100 million share buyback initiative.
The decrease in UK sales is likely to amplify concerns regarding a challenging consumer environment, which previously affected retail share prices across the London stock market. Régis Schultz, JD Sports’ CEO, noted a generally resilient consumer, although selective in their purchases, and expressed caution regarding future market conditions. He mentioned an improvement in US performance following deferred product launches and robust sales trends in clothing and online channels.
Additionally, Frasers Group, which owns the Sports Direct chain, has expanded its portfolio by adding We Do Play, a company that operates leisure venues, in an effort to diversify and enhance consumer experiences in the UK retail landscape.
Source: https://www.theguardian.com/business/2025/aug/27/jd-sports-sales-slump-in-uk-as-fragile-consumer-confidence-concerns-retailers