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The retailers showing the biggest increases in fourth quarter web sales as a percentage of full-year Internet sales were Deckers and Williams-Sonoma, respectively. Final quarter web sales as a percentage of total e-commerce sales for Deckers increased to 73% from 57.8% and 34.8% from 27.9% for Williams-Sonoma.
Some retailers in the Internet Retailer analysis posted higher growth online in their nine-month financial results than in the fourth quarter because they aren’t as dependent on the Christmas holiday shopping season, Okamura says.
As an example he cites LuLuLemon. For the first nine months of the year, web sales for LuuLuLemon increased 111% year over year to $119.0 million compared with about 57% in the final quarter. “LuLuLemon had a strong fourth quarter online but grew faster earlier in the year because they didn’t feel the need to discount their merchandise or offer rock bottom free shipping as much as someone else,” Okamura says. “They probably thought too much discounting would hurt their brand.”