Food and gift basket sales increased 4.7%, but total e-commerce, which includes online and telephone orders, increased less than 1%.
E-commerce sales at Williams-Sonoma grew 31% to $201 million during the first quarter of 2006 from $153.5 million in Q1 2005. Total sales in the first quarter increased 0.2%. Web sales represented 25% of all sales during the first quarter.
E-commerce sales at specialty retailer Williams-Sonoma Inc. grew 31% to $201 million during the first quarter of 2006 compared with $153.5 million in Q1 2005. The company estimates web sales accounted for approximately 40% of total direct-to-consumer revenue in Q1 2006.
Total direct-to-consumer sales, which include catalog and Internet revenue, increased 11.4% during the first quarter to $360.4 million vs. $323.5 million in Q1 2005. This growth was driven primarily by increased sales in the company’s Pottery Barn, Pottery Barn Kids, West Elm and Williams-Sonoma brands, the company says. All brands in its direct-to-consumer channel, though, grew sales during the quarter with the exception of Williams-Sonoma Home.
Overall, Williams-Sonoma in the first quarter of fiscal year 2006 increased total sales 10.2% to $794.3 million compared with $720.7 million in Q1 2005. Web sales represented 25% of all sales during the first quarter. The company, No. 19 in the Internet Retailer Top 500 Guide to Retail Web Sites, reports that 60% of web sales in Q1 2006 were driven by customers who recently received a catalog.