Freemans celebrates a cracker of a Christmas with sales up 23 per cent

Freemans, the digital department store, has announced what it called a cracker of a Christmas with sales in the eight weeks to December 31 up 23 per cent.

At the same time, it celebrated customer numbers exceeding 1m up 65 per cent from two years ago when the retailer relaunched at the start of a digital brand transformation.

The numbers shared places Freemans growing ahead of the market whilst delivering its transformation from legacy catalogue retailer into modern digital pureplay.

Its Christmas above the line presence with it’s Find The One Campaign featuring dancing favourites Janette Manrara and Aljaz Skorjanec, complemented with digital and socials - owned and earned - helped to also deliver Freemans highest brand awareness highest ever a continuing trend over the last six months.

The retailer is proud of its exclusive designer range collaborations with its Julien Macdonald collaboration being a standout success as people celebrated with a dress up and socialising in confidence Christmas.

Value also played a larger part in its customer purchasing consideration due to cost-of-living pressures. Its exclusive Bon Prix fashion range dominated its top 50 bestsellers- with value knitwear being a key success story.

In October, Freemans also launched ‘Freemans Ways to Save’ designed to help customers ‘feeling the pinch’ with curated product and content across four key areas:

• ‘smart swap’ energy-saving electricals
• great value winter warmer knitwear and coats,
• money saving products for cosy nights in
• host of special seasonal offers

The move came as items such as electric blankets, thermal underwear and air fryers are dominating google searches and the retailer has seen demand for these types of products rocket by over 400 per cent. All featured within its top 50 sellers over the season.

CEO Ann Steer CEO said: “We are delighted with our performance in the run up to an including Christmas. Not only have we delivered healthy sales numbers, but the transformation of the business continues at pace in our ambition to be the digital department store of choice.

“I would like to take the opportunity to thank all of my Freemans colleagues for their part in this evolving journey, especially against the well documented cost of living crisis back-drop.

“The wider economic outlook and rising inflation coupled with a cost conscious customer means that as a business communicating value alongside exclusive reasons to shop with Freemans.com are more important than ever before.

“Spring Summer 2023 sees the launch of our strongest range of exclusive collections across fashion and home and the latest phase of our ‘Ways to Save’ initiative, complemented with our free delivery and returns promise alongside a flexible variety of ways to pay.”