M&S bets on brisk Christmas jumper sales as it widens lead in men's knitwear

Marks & Spencer said it expects to sell about 20 men's jumpers per minute in the run-up to Christmas, a pace the retailer says reflects ongoing demand for knitwear and its push to widen its market share in men's apparel.

M&S is already the market leader in men's knitwear, holding an 18% share, and is aiming to extend the gap over rivals such as Next and H&M as it doubles down on knitwear. "Menswear is a growth opportunity for M&S and knitwear is leading the way," said Mitch Hughes, the retailer's menswear director. The company expects best-sellers to include a £99 pure cashmere jumper and a merino mohair Autograph jumper from £49. To broaden its appeal to male shoppers, M&S has begun recruiting celebrity ambassadors, including football pundit Ian Wright.

Industry watchers say the emphasis on knitwear comes as shoppers seek quality winter wardrobe staples, with M&S hoping the heavyweight knits will help defend and grow its share in a competitive market.

Analysts note that the sales pace underscores M&S's broader strategy to lean into its core categories and attract new male customers through targeted branding and pricing as it navigates a Christmas shopping season dominated by promotions and seasonal demand.