The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
Holiday direct marketing sales grew for Williams-Sonoma, and that boost in revenue should help Williams-Sonoma end Q4 with a 13.0% increase in e-commerce revenue, projects Internet Retailer. For the year, web sales will likely be down 9.5%.
Holiday direct marketing sales grew nicely for Williams-Sonoma Inc., and that boost in revenue should help Williams-Sonoma end the fourth quarter with a 13.0% increase in e-commerce revenue, projects Internet Retailer.
Williams-Sonoma won’t release its year-end financial results until March, but the numbers contained in the multichannel retailer’s December sales report show sharply higher direct-to-consumer sales.
For the eight weeks ended Dec. 27, Williams-Sonoma, No. 24 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name), reported:
- Direct sales rose 9.7% to $282 million from $257 million. With the web accounting for about 76% of Williams-Sonoma’s direct sales, Internet Retailer estimates that web sales over the holidays increased by almost 10% to about $214 million from $195 million in the prior year.
- Total holiday sales increased 7.4% to $783.0 million from $729.0 million from the eight week period ended Dec. 28, 2008.
- Comparable-store sales over the Christmas shopping season grew by 6.5% compared with a decline of 24.2% in the prior year.
Based on better holiday sales, Williams-Sonoma also is projecting higher revenue for the fourth quarter and the full year.
- Direct sales in the final quarter will likely range from $390 million to $400 million. With the web accounting for more than three-fourths of all combined catalog and Internet sales, Internet Retailer estimates that e-commerce revenue will increase by 13% to $304 million from $269 million in the fourth quarter of 2008.
- Total sales are forecast to range from $1.06 billion to $1.08 billion, an increase of up to 8% from revenue of $1.00 billion in the fourth quarter of 2008.
- Comparable-store sales will increase 4% to 6% from a decline of 5.5% to 6.5% in the prior year.
- For the full year, Internet Retailer estimates that e-commerce sales will decrease 9.5% to around $932.5 million from $1.03 billion in 2008.
- Total sales for 2009 are expected to range from $3.07 billion to $3.09 billion, a decrease of about 8% to 8.6% from total revenue of $3.36 billion in 2008.
- Direct sales for 2009 are expected to range from $1.21 billion to $1.22 billion, a decrease of about 12.2% to 12.9% from direct sales of $1.39 billion in 2008.
- Williams-Sonoma expects comparable-store sales in 2009 to decline 1% compared with a decline in same-store sales of 17.2% in the prior year.