Sales generated from Web sites and call centers increased 10% in 2004, according to the 2005 Abacus Multi-Channel Retail Annual Trend Report. In addition, sales generated from Web sites accounted for 38% of all direct sales last year. Total multi-channel sales totaled $23.4 billion last year, fueled by an average 8% increase in average spending pr household.
The number of purchasing households remained steady at approximately 55 million, though growth was spurred by an 11% rise in purchase frequency, the report continued.
Among product categories, apparel and accessories led the pack and accounted for 29 cents of every dollar spent. The largest product categories included:
* Apparel and Accessories: $6.9 billion. * Home Décor and Furnishings: $3.5 billion. * Gifts: $2.5 billion.
* Men’s products: $2.7 billion. * Senior products: $2.2 billion.
Categories registering declines last year included arts, crafts & collectibles, off 21% and books, music and video, down 1%.
