Fast growing digital department store, Freemans.com announced today (6 February 2026) its trading update for the final quarter of 2025 including Christmas. While overall Q4 UK retail sales fell 0.3%, Freemans defied the high street sales slump to report significant sales increases across the period.AW 25
Following its major restructure from a catalogue to pureplay retailer, the business has built strong momentum as the nation’s most-favoured digital department store destination.
This bold strategy has enabled Freemans.com to share sales figures of +9% for the 12 weeks to January 2, 2026. Notably, home sales were up by a substantial 16%, driven by the ‘big night in’ consumer trend, seeing shoppers upgrade their current home rather than move, and spend more on in-home entertainment. The announcement signals the sixth consecutive year of festive growth for the pure player.
Fashion sales rose by +3% and Freemans.com continued to capture a significant new portion of the market with new customer numbers increasing +9% over the same period
CHRISTMAS
Freemans.com delivered +12% for the four weeks to Christmas 2025. Festive sales were boosted by launch of Freeman’s first online-only Christmas advert, a 30-second video aligned with popular social media trends which ran across YouTube, TikTok, Instagram, leading shopping sites and Freemans.com own website. The innovative ad encouraged shoppers to immediately click through and order on the Freemans.com site.
Freemans.com delivered +12% for the four weeks to Christmas 2025. Festive sales were boosted by launch of Freeman’s first online-only Christmas advert, a 30-second video aligned with popular social media trends which ran across YouTube, TikTok, Instagram, leading shopping sites and Freemans.com own website. The innovative ad encouraged shoppers to immediately click through and order on the Freemans.com site.
CUSTOMER GROWTH
Continuing its significant push, new customer numbers were up by +9% while website visits saw a large uplift of +10% over the 12-week period.
FASHION
In one of the most competitive sectors of UK retail, Freemans recorded growth of +3% over the period. Key areas include an outstanding increase were its in house designed UK own buy fashion which was +43% compared to the same trading period in 2024.
In one of the most competitive sectors of UK retail, Freemans recorded growth of +3% over the period. Key areas include an outstanding increase were its in house designed UK own buy fashion which was +43% compared to the same trading period in 2024.
THREE-KEY STRATEGY DELIVERS
A triple-pronged approach of continually developing the pureplay offering, targeting the crucial 40+ female shopper with fashionable yet affordable products, plus partnering with the best-loved consumer brand across every department has enabled Freemans to deliver another set of market-beating sales.
A triple-pronged approach of continually developing the pureplay offering, targeting the crucial 40+ female shopper with fashionable yet affordable products, plus partnering with the best-loved consumer brand across every department has enabled Freemans to deliver another set of market-beating sales.
The strategy has converted a new generation of customers who had not previously engaged with Freemans.com.
Excellent customer service satisfaction, clear financing options and efficient home delivery has built the brand’s reputation as a ‘one stop shop’ for UK consumer needs.
Continued use of age-appropriate celebrities including Myleene Klass also boosted visibility in the market and on social media.
Ann Steer, CEO, 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, with the momentum we have created clearly continuing.”
“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.”
