Digital department store, Freemans, has released its Christmas trading figures, showing its 6th consecutive year of growth.
The Bradford retailer said it was “defying” the high street sales slowdown with increases in sales across a number of key departments:
- Four weeks to Christmas 2025 +12%
- Sales up +9% (12 weeks to January 2, 2026)
- New Customer Numbers +9%
- Website visits +10%
- Home sales +16%
- Fashion sales +3%
That’s against a nationwide retail picture, which saw sales fall 0.3%.
“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, with the momentum we have created clearly continuing,” said Ann Steer, CEO, Freemans.
“The results are testament to everyone in the business who has been willing to adapt, think and act in an agile way and focus relentlessly on giving our customers old and new their very best shopping experience.
“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.”
READ MORE – Sophie Ellis-Bextor returns as Freemans launches digital only Xmas campaign
It’s been 6 years of growth since the company restructured from a catalogue to pureplay retailer.
It explained that the sales were driven by the ‘big night in’ consumer trend, where shoppers upgraded their current home rather than move, and spent more on in-home entertainment.
Over Christmas its sales were boosted by its first online-only festive ad, a 30 second video running across YouTube, TikTok, Instagram, shopping sites and its own website.
