What moved (Nov '25 – Oct '26)
| Metric | Nov 2025 → Oct 2026 | Change |
|---|---|---|
| Awareness | 87% → 91% | +4pp |
| Consideration | 70% → 73% | +3pp |
| Preference | 16% → 19% | +3pp |
What's behind the growth
Argos's brand-building has come from two directions: a run of campaigns telling shoppers it sells far more than toys, and a much bigger range to back that up.
The campaigns all use its stop-motion stars Connie and Trevor. For Christmas 2025 they showed Simon Bird a warehouse of high-end tech after he assumed Argos was just for toys. In mid-2026 an outdoor stunt in London packaged a Habitat sofa and a Smeg fridge as giant toys. "We know Argos is often associated with toys, so we wanted to have some fun with that idea," said Laura Boothby, head of campaigns at Argos. Christmas 2026's "Tales of Argos Past", starring Richard Ayoade, keeps going with posters pairing old catalogue favourites with today's, like a Game Boy Colour next to a Nintendo Switch.
Behind the ads, the range is growing. Argos added 13,000 products shipped direct from suppliers, focused on beauty, toys and electricals, and Sainsbury's said brand consideration had improved. Its Trusted Sellers marketplace now lists more than 70,000 products and is expanding into electricals.
Its next chapter is under new owners: in July 2026 Sainsbury's agreed to sell Argos to Swift Partners, with completion expected in February 2027.
