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Freemans has announced a 9% increase in sales for the 12 weeks ending 2 January 2026, marking its sixth consecutive year of festive growth.
The results stand in sharp contrast to the broader UK retail market, where overall sales volumes fell by 0.3% in the final quarter of 2025 as consumers reined in discretionary spending.
The Bradford-based retailer, which recently completed a major restructuring from a legacy catalogue business to a digital-first pureplay, attributed its “golden quarter” success to a significant shift in consumer behavior.
The group’s home sales saw a substantial 16% uplift, driven by the big night in trend, as shoppers prioritised home entertainment and interior upgrades over moving house.
The four-week period leading up to Christmas Day saw an even stronger performance, with sales rising 12% year-on-year.
This peak was supported by the launch of the brand’s first online-only social media campaign across TikTok, Instagram, and YouTube, targeting the brand’s core 40+ female demographic.
Additionally, the company’s fashion division also recorded growth, with sales up 3%. Notably, Freemans’ in-house designed British fashion lines saw a 43% surge compared with the same period in 2024.
Ann Steer, CEO of Freemans, said: “The so-called ‘Golden Quarter’ has shone very brightly for Freemans. We have seen exceptional growth across every department, even against a background of decreased consumer spending. These results are testament to everyone in the business who has been willing to adapt and act in an agile way. Our brand partnerships continue apace with more big names to be unveiled for 2026 and we will continue to listen, act and deliver for all our customers through this new year and beyond.”
