What are M&S's Christmas sales expectations for men's jumpers?

M&S expects to sell approximately 20 men's jumpers every minute in the lead-up to Christmas.

What is M&S's current market share in men's knitwear?

M&S is the current market leader in men's knitwear with an 18% share.

What types of jumpers are expected to be best-sellers for M&S?

High-end knits, including pure cashmere and merino mohair jumpers, are predicted to be best-sellers.

Home / Business and Economy / M&S Aims for Jumper Dominance This Christmas

M&S Aims for Jumper Dominance This Christmas

15 Dec, 2025

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Summary

M&S expects to sell about 20 men's jumpers every minute.
The retailer leads the men's knitwear market with 18% share.
High-end knits like cashmere and merino are top sellers.

M&S Aims for Jumper Dominance This Christmas

Marks & Spencer is targeting a substantial increase in men's knitwear sales this Christmas season, projecting around 20 jumper sales every minute. The company already holds a commanding 18% share of the men's knitwear market, aiming to widen this gap against rivals.

Menswear director Mitch Hughes highlighted knitwear as a key growth area for M&S. The retailer anticipates strong demand for its higher-end offerings, such as a £99 pure cashmere jumper and an Autograph jumper made from merino mohair, priced from £49.

To further engage its male customer base, M&S has enlisted celebrity ambassadors, including football pundit Ian Wright. This strategy aims to enhance the brand's appeal and drive sales during the crucial festive shopping period.

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