FREEPORT – Some savvy promotions and a little help from wintry weather are being credited for producing L.L. Bean’s busiest week ever.
“We are trending up 19 percent (in sales) over the same week last year,” said Rich Donaldson, spokesman for the outdoor retailer. “There are two full weeks before Christmas remaining, and this week will likely end up as the busiest week ever.”
One unhappy consequence, though: inventory for some items is depleted. L.L. Bean typically runs out of some items this late in the shopping season, said Donaldson, who described the overall inventory stock as “very good.”
He said some hot sellers – certain models of snowshoes, and novelty items such as ice cream makers and snow block makers – are out, and the company can’t guarantee restocking in time to fill Christmas orders. The same with some apparel items.
“We’re suggesting alternative colors, or similar items, not exactly the first choice,” said Donaldson. “And there are always gift certificates.”Donaldson said it’s company policy not to reveal weekly sales figures, but said sales have been “very strong” this season.
“We’re at our peak now, and although we may start to moderate a bit, anytime you have double-digit growth, it’s good news,” the Bean’s spokesman said. The company recorded sales of about $1.4 billion last year.
He said a combination of strong new Web and television ad campaigns, coupled with the retailer’s free-shipping promotion, has helped spur the increase. And lots of winter weather.
“There’s been seasonably appropriate weather across the nation,” said Donaldson. “For some reason, that brings a strong bump to our business.”
The retailer has seen a huge surge in its online orders, up 50 percent from last year. Donaldson said it came as a surprise to company officials who were hoping to see an increase in the 20-30 percent range.
“It’s way above our expectations,” he said.
The company launched a no-shipping charges campaign in late October at a projected cost of $20 million. Donaldson said the company hasn’t recouped that cost yet, but hopes to before the season is over.
For items it has in stock, L.L. Bean is accepting orders guaranteed for Christmas delivery until noon on Dec. 22.
Comments are no longer available on this story