Big W’s technology and appliance businesses are under pressure, with the discount retailer reporting lower first-quarter sales as customers bought fewer items per basket and average selling prices fell.

Total sales declined 0.9% to A$1.127 billion, while comparable sales fell 1.3%. Trading softened in August and September during the transition between seasonal ranges.

The results highlight the challenge facing Big W as it uses lower prices and an expanded own-brand offering to attract shoppers ahead of Black Friday.

Technology was a weak spot within its Play division, although stronger toy demand “more than offsetting softness in Tech”, the company said.

In Home, strong own-brand performance was offset by softer appliance trading. Sales also continued to decline in Everyday, where a business reset is underway.

Clothing remained a stronger performer. Big W said it managed winter clearance and the transition to new seasonal stock well, despite a slower start to spring and summer trading than last year.

The retailer sold more items across Clothing, Home and Play than in the corresponding quarter, even as overall sales revenue declined.

Own-brand sales grew 7.2%, with management attributing the increase to value and improvements to the range.

Big W also claimed its brand value perception improved by three points compared with a year earlier, supported by its Big Price Drops campaign and broader own-brand ranges.

Online trading provided another positive, with eCommerce gross transaction value rising 7.7%. Online penetration reached 18.8%, up 1.5 percentage points on the prior year.

However, total gross transaction value across the Big W brand declined 0.2%.

The retailer is expanding its delivery reach through DoorDash. Following the launch of its same-day delivery partnership in May, Big W joined the DoorDash platform in October, offering 35,000 items across 156 stores.

Elsewhere in Woolworths Group’s W Living business, Petstock delivered stronger growth, with quarterly sales rising 6.1% to A$253 million.

Petstock’s comparable sales increased 4.3%, while its retail network expanded with five net new stores and four franchise stores during the quarter.

Online sales jumped 24.7%, supported by improvements to the customer experience and the expansion of same-day delivery through DoorDash.

Own and exclusive brands delivered sales growth of 16.6%, which management attributed to value and continued range expansion.

Woolworths is also extending Petstock brands into its supermarkets, including Billie’s Bowl and Tilly’s, alongside the launch of Lexi & Me pet accessories and Go Get pet toys.