John Swygert
Analyst · JPMorgan
Thanks, Jean, and hello, everyone. Thanks for joining the call today. Before I begin, I would like to take a few -- make a few comments on the coronavirus situation. First, those have been impacted are in our thoughts and prayers. Our #1 priority is to ensure the safety of our associates and customers.
Over 20% of our business falls into the essentials category, and our entire organization is focused on ensuring that we get these products and continue to offer great deals. We have seen consumers buying behavior shift towards essential products, and we will continue to leverage our business model to ensure our shelves are properly stocked. At this time, our stores are opened, and we are working hard to serve our customers. Beginning tomorrow, we will be operating with reduced hours, closing 1 hour earlier at 8:00 p.m., and our first hour of operation will be reserved for senior citizens and customers with underlying health concerns. That said, in recent days, we have seen increased pressure on our sales with the considerable uncertainty in the marketplace.
Looking back on fourth quarter performance. This proved to be a more challenging sales period than we'd anticipated. We were pleased to successfully manage our gross margin and control our expenses during a difficult sales environment. For the fourth quarter, total sales increased 7.2% as a result of our new stores, with comps decreasing 4.9% as we lapped a very strong 5.4% increase in the prior year and a 9.8% 2-year stack.
Following a very strong toy season last year, we leaned into this category again at the expense of other departments, including housewares and books. Had we been more balanced in our merchandise assortment, and had a longer holiday selling season, we believe it would have delivered a better comp. In addition, as we've discussed on prior calls, the outsized cannibalization impact primarily related to our former Toys "R" Us sites, and the record performance of our new stores entering the comp base remained a headwind during the quarter.
It's fair to say we had some challenges in 2019. I'm confident that we have navigated through these transitory issues and course corrected where necessary. In the near term, we are operating in unprecedented times that are clearly dynamic and changing day-to-day. A significant benefit of our model is that it affords us the ability to respond to this ever-changing environment. This coupled with our strong balance sheet and liquidity will enable us to navigate the current situation and potential further disruptions. From a longer-term perspective, once things get back to normal, our key priorities and strategies will remain the same and for good reason. Our model is strong, and the underlying business is sound. As we have passed this, we will be in a position to capitalize on the disruption we expect will occur.
For now, our talented merchants are laser-focused on getting the very best deals and quickly pivoting in response to what our customers need at this time. Their deep knowledge of the closeout industry, combined with their inside track on deals through strong, long-standing vendor relationships give us a competitive edge. This has been and will continue to be key to our success.
As a way to further leverage our model for now and into the future, I have been working with the merchant team to ensure we keep a little more capacity in our Open-To-Buy, what I call it dry powder. So we are in an even better position to be responsive to opportunistic deals and to provide our customers with what they want and need. This approach will allow us to jump on the very best,
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last minute closeouts, flexing departments up or down to fuel the fast trending categories. We work best when we work this way. Additionally, a more disciplined adherence to the Open-To-Buy will benefit our supply chain and stores through a more consistent receipt flow. This will create greater efficiencies in our supply chain and allow our stores to better merchandise and serve our customers.
As you saw in our release, we are engaged -- we engaged a third-party to update our store feasibility study. Based on the results, we believe we can expand our footprint to approximately 1,050 stores on a national scale, up from prior 950. With value clearly where the customer is these days, this study further supports our growth proposition. While we are excited about the growth prospects, we remain -- we will maintain our disciplined approach to site selection and expand our -- and expand into contiguous states and markets. Out of the gate sales and ROI in our new stores remain incredibly strong. We've opened 9 stores so far this year, and we are very pleased with the early results. Nearly half of our planned 47 to 49 stores openings will be in new markets, and will be supported by our recently opened Dallas-Fort Worth Distribution Center. We're particularly excited about our continued expansion into Texas and Oklahoma as these markets provide a great opportunity for the Ollie's brand.
I've talked a lot about execution, and it all comes down to our people. Our store associates, distribution center employees and store support center are working tirelessly to help our customers get what they need. We're all in it together. We have a lot of talent here at Ollie's, and I want to thank our 8,700 team members for their incredible dedication and contributions to the business, particularly during this difficult period. We are grateful for all you do. As Mark would say, we are Ollie's.
In summary, the fundamentals of our business remain strong, and our model is simple. We buy cheap, we sell cheap. This philosophy, coupled with increased focus on consistent execution, tight expense control and strong new store openings has driven our business from day 1. Our ability to consistently generate free cash flow is a testament to the strength of our business model and has positioned us to weather this storm.
I'll now turn it over to Jay to take you through our financial results.