Regardless of when we reached peak Christmas jumper, retailers have reined in stock this year, demand is down and discounting is already under way.he problem, according to Lorna Hall, head of market intelligence at WGSN, is that the market for jumpers featuring red-nosed reindeers, jaunty penguins and sparkly snowmen is saturated. “People who wanted to buy everyone in the family a Christmas sweater as a joke have done that now and they are not going to do it again,” she said. “If you’re wearing a Christmas jumper this year, you are probably going to be pulling it out of the bottom of the wardrobe from last year or the year before.” Asda admitted that demand had slowed dramatically: it expects sales of Christmas jumpers to rise by only 6% this year. Last year, sales doubled and a year earlier demand soared by 450%.
