Direct marketing sales at Lenox Group Inc. declined during the fourth quarter and 2007 overall. The company attributed sluggish sales to lower response generated from seasonal catalogs and direct mail campaigns, as well as lower Internet sales.
Lenox reported DM net sales decreased by $3.3 million or 9% in the fourth quarter, compared to the same period the previous year. Its advertising costs for customer acquisition increased, while response rates declined.
The company reported net DM sales for 2007 decreased $7.5 million, reflecting an 8% decline compared to 2006. Annual catalog and direct mail sales were down, but partially offset by increased Internet sales, excluding the fourth quarter.
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