Though we had planned our 2012 advertising spend as a percentage of net sales to approximate 2011, we are pleased to have achieved leverage through a strong top line in the second quarter. We are committed to reinvesting our national advertising leverage and programs to drive traffic. We are also focused on increasing the effectiveness of our total advertising spend.Combined with strong store traffic in the second quarter, our average sale contributed to our top line growth. Our average sale in the second quarter improved more than 6% versus a year ago. We believe the increase is due largely to better servicing of our customers by our world-class sales force, reflecting strives made in our best people initiative. We have seen higher average retail prices per units sold, which indicates to us that consumers continue to prefer premium products across a wide range of categories. Further, we have continued to see solid sales of moldings and accessories, a category which includes an expanded assortment of flooring tools.
Lumber Liquidators Holdings Management Discusses Q2 2012 Results - Earnings Call Transcript
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