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JD Sports has reported fourth-quarter trading in line with expectations, with continued declines in like-for-like sales, as weaker demand in the UK and Europe offset an improvement in North America.While group organic sales growth was 1.4% in the quarter ended 3 January, like-for-like sales fell 1.8%, reflecting a “volatile consumer backdrop” during the peak Christmas period.
Performance improved in North America, JD’s largest market, where like-for-like sales returned to growth compared with a decline in the third quarter. This was offset by weaker trends in Europe and the UK, where like-for-like sales deteriorated compared with the previous quarter.
JD said apparel sales remained resilient, supported by the strength of its product range, while footwear sales were softer, reflecting expected headwinds from products reaching the end of their life cycle. The group added that running footwear continued to show positive momentum.
The company said it maintained tight trading discipline during the period, making targeted price investments – particularly online – to support volumes and respond to consumer behaviour. As a result, JD expects group gross margin in the 2026 financial year to be around 50 basis points lower year-on-year.
JD said it also remained on track to deliver its strategic priorities, including the roll-out of new e-commerce platforms in Europe and the UK from 2026, following earlier launches in the US and Italy. Automation is also being ramped up at its Heerlen distribution centre to support store replenishment across JD Europe.
Looking ahead, the retailer reiterated guidance that profit before tax and adjusting items for FY26 is expected to be in line with current market expectations.
JD also said it remained on track to generate around £400m of free cash flow in FY26 and confirmed it had completed £200m of share buybacks.
Chief executive Régis Schultz said: “Overall sales during the peak period were in line with our expectations, against a volatile consumer backdrop. Black Friday saw strong customer engagement across all regions, but demand softened in the first half of December, particularly in Europe and the UK.
“We responded decisively in the final weeks of the period by choosing to make targeted price investments, and we saw improved sales in the immediate run-up to Christmas Day and the period after, demonstrating the strong customer appeal of JD and its complementary fascias, in a challenging market. I’d like to thank all our colleagues for their continued hard work and commitment during a critical trading period for the group.”
