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JML backs consumers to ‘spend big’ this Christmas

JML is to invest in its biggest ever media spend this Christmas. The consumer goods brand and multichannel retailer said it will be running 30-second adverts… View Article

GENERAL MERCHANDISE

JML backs consumers to ‘spend big’ this Christmas

JML is to invest in its biggest ever media spend this Christmas.

The consumer goods brand and multichannel retailer said it will be running 30-second adverts on ITV, Channel 4 and Sky.

Group head of sales Brian Keogh said despite a drop in retail sales and increased inflation in 2017, JML is confident consumers will “spend big” this Christmas.

He added: “Customers want lots of choices of products and to be excited by great gift ideas around Christmas. People still want to treat themselves and find products that give them the feel-good factor. While economic conditions are tightening a little, now felt like a good time to boost the presence of our products.”

The increased investment represents the biggest ever Christmas media spend for the company, which had its most profitable Christmas on record last year.

JML chief executive Ken Daly (pictured) explained that the hike in spending showed JML’s continued confidence and ambition.

He said: “We’ve got a phenomenal lineup and we’re backing that with this increased media spend. We’re also investing heavily in our digital marketing, but as a multichannel retailer we cannot lose sight of what has worked for us historically.”

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