M&S bets on knitwear as it targets 20 jumpers a minute this Christmas

Marks & Spencer expects to sell about 20 men's jumpers per minute in the run-up to Christmas, as the retailer pursues growth in the men's knitwear category. M&S already accounts for roughly 18% of the market and is aiming to widen its lead over rivals such as Next and H&M during the festive season.

The retailer said brisk demand for knitwear could lift overall Christmas sales as shoppers seek premium and mid-price gifts. Mitch Hughes, the group’s menswear director, said: 'Menswear is a growth opportunity for M&S and knitwear is leading the way.'

Best-selling lines are expected to include high-end knits, such as a £99 pure cashmere jumper and a merino mohair Autograph jumper from £49, as the retailer leans into a luxury feel alongside more affordable options. The push comes as M&S has sought to broaden its male customer base by signing celebrity ambassadors, including football pundit Ian Wright, in a bid to modernize its image and widen appeal.

The holiday-season sales push is part of a broader strategy to win share in a competitive market. M&S has long held the top spot in men’s knitwear with an 18% market share, but executives say the gap to rivals remains a key metric as retailers expand online assortments and invest in marketing aimed at male shoppers. About 20 jumpers per minute would translate to tens of thousands of units over the peak selling week, illustrating the scale of the push behind knitwear during the Christmas window.

Analysts note that knitwear performance is often a bellwether for holiday-season demand in apparel, and M&S’s emphasis on both premium and mid-range knits signals an effort to balance price tiers while sustaining growth in the category.