The retailer’s group head of sales Brian Keogh said that despite the slump in retail sales and increased inflation in 2017, JML is confident that consumers will spend big this Christmas.
“People still want to treat themselves and find products that give them the feel-good factor,” he said. “So while economic conditions are tightening a little, now feels like a good time to boost the presence of our products. Customers want lots of choices – and they want to be excited by great gift ideas around Christmas.”
The extra investment represents the biggest-ever Christmas media spend for the company, which enjoyed its most profitable Christmas on record last year.
Chief executive officer Ken Daly said the hike in spending demonstrates JML’s “continued confidence and ambition”. He commented: “We’ve got a phenomenal line-up, and we’re backing that with this increased media spend. We’re also investing heavily in our digital marketing. But as a multi-channel retailer, we cannot lose sight of what has worked for us historically.”
Headquartered in London, JML was founded in 1986 by John Mills and is now a global operation. It began as a family company that developed through consumer exhibitions with live demonstrations of products. Over the past three decades it has grown into a leading name in retail screen promotions and TV home shopping.