Edward Stack
Analyst · Citi
Thank you, Nate. I'd like to thank all of you for joining us today. As we announced this morning, for the third quarter, we earned $0.30 per share on a non-GAAP basis. This is at the high end of our guidance, which was $0.22 to $0.30. Our total sales increased 7.4% to approximately $1.94 billion. Within this, consolidated same-store sales decreased 0.9%. Our eCommerce business increased 16%.
As expected, the environment was competitive and promotional. While we were pleased to deliver continued growth across key businesses such as golf, our private brands and athletic footwear, other categories, including hunting and electronics, remained under pressure. As expected, merchandise margins were under pressure in this highly promotional environment and directionally in line with our expectations. We feel we continue to gain market share from our traditional competitors, and we'll continue our current strategy and tactics to protect market share through the fourth quarter and throughout 2018.
In the fourth quarter, we expect the retail landscape to be fiercely competitive. With excess inventory still in the supply chain, broadened distribution strategies from some key vendors and a lack of newness in innovation, the fourth quarter and 2018 will continue to be promotional and pressure margins from last year levels. Looking ahead, we see tremendous opportunity in our industry as it continues to evolve. Because of the confidence we have in our business long term, we plan to make significant investments in our business in Q4 and into next year. This will have a short-term negative impact on our earnings. However, we expect these investments will pay meaningful dividends in the future. We plan to increase investments in our eCommerce business, put technology in our stores, store payroll to enhance the consumer experience. Meaningful investments will also be made in DICK'S Team Sports HQ and in the development and support of our private brands. Given these investments, continued gross margin pressure and approximately flat comp sales, we expect earnings per diluted share could decline as much as 20% in 2018.
As part of our focus on digital, I'm pleased to announce that Paul Gaffney will be joining us later this month as Executive Vice President and Chief Technology Officer. In this role, he will be responsible for leading the company's technology efforts, including our infrastructure, eCommerce platforms and new and evolving digital platforms. Paul brings more than 20 years of technology expertise, and he's joining DICK'S from The Home Depot, where he most recently served as Senior Vice President of Information Technology, responsible for the organization's software and engineering applications. I'm pleased to welcome Paul to the executive leadership team, and I'm confident he will be instrumental in driving our digital transformation efforts.
At the core of our omnichannel business are our stores. The role of the stores is changing. We are going to continue to make investments that provide the consumer with an enhanced shopping experience. We are increasing our spend in store for training, faster checkout, more payroll, enhanced ship-from-store capabilities and more opportunities for our customers to buy online and pick up in the store. We are putting the consumer at the center of everything we do.
We also remain focused on driving differentiation and exclusivity within our assortment and, particularly, in our own private brands, which are a competitive advantage. We will make significant investments as we build out great brands such as CALIA, Field & Stream, Top Flite, Walter Hagen and new brands that will be launched in 2018. We continue to expect our private brand business to reach approximately $1 billion in sales this year and believe it can double over relatively short time.
Finally, we continue to develop and enhance DICK'S Sports HQ, a multiyear initiative and growth driver, which provides us with tremendous amount of data and an opportunity to establish new revenue streams.
We love the position we occupy in the industry. The disruption in this space is a great opportunity for DICK'S Sporting Goods. We make these investments from a position of strength. Other than seasonal borrowings, we have no significant long-term debt. We have significant cash flow and a brand that is the largest and most profitable full-line sporting goods retailer in the country. We make these investments because we believe in the future of our business. We believe we are uniquely positioned in the industry to not only continue to lead but to widen the leadership position we hold today. These investments, which span across technology, innovation, the store experience, private brands and DICK'S Team Sports HQ are the correct investments for the future. We make these investments because we believe in the long-term future of DICK'S. Of course, we cannot deliver on these strategies and tactics without the hard work and commitment of our associates, who I'd like to thank for their dedication and upcoming efforts in this important holiday season.
I'd now like to turn the call over to Lauren Hobart, President of DICK'S Sporting Goods. After joining the company in 2011 as Chief Marketing Officer, Lauren was appointed President earlier this year. As President, she leads the company's customer and digital efforts, overseeing marketing, eCommerce, our stores' organization and DICK'S Team Sports HQ. Lauren has proven to be an invaluable and inspirational leader, and her vision and extensive leadership experience will be instrumental to the continued growth and success of DICK'S. Lauren?