Argos sales flat despite biggest ever marketing push

Argos has revealed flat like-for-like sales, despite rolling out its biggest ever marketing push in October and a 45% sales increase on Black Friday.

Argos: sales flat despite marketing push
Argos: sales flat despite marketing push

Parent company Home Retail Group said sales at Argos had missed expectations.

Black Friday saw sales soar 45% at Argos but sales were up just 0.1% in the 18 weeks to 3 January, missing analyst’s expectations, which predicted a 2% sales growth.

The results came after Argos rolled out its biggest ever marketing push in October, dropping the 'alien' characters that had been in its ads previously and pushing a 'digital transformation' image.

The campaign was a "complete departure" from previous activity for the brand and aimed to "unleash a completely new Argos", the retailer said at the time. The campaign featured break-dancers, skateboarders and BMXers with a "palpable sense of energy "to encourage consumers to reappraise the brand. 

Argos said growth in videos, TV's and mobiles were strong but offset by a decline in tablets.

Internet sales for the period represented almost half of total Argos sales at 49%, it said, up 3% on last year. Mobile commerce sales shot up 20% to account for 28% of all sales. Click and collect accounted for 80% of all internet sales.

John Walden, Home Retail Group CEO said he was pleased wiith the overall performance.

Read next

Oculus Rift: the brand enthusiasts and refuseniks

Digital democracy to the power of trust: marketers reveal their 2015 predictions

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).