For the five-day shopping period from Thanksgiving Day through Cyber Monday, Wayfair said it has achieved a 58% increase year over year in direct retail gross sales, defined as dollars of order intake, on products including home furnishings and housewares.
Cyber Monday was the peak sales day of the holiday weekend, Wayfair reported, but Black Friday marked the highest growth day as consumers continued to shift spending from the brick and mortar to the online retail channel.
Wayfair customers shopped for needs throughout the home over the holiday weekend, the e-tailer maintained, purchasing everything from bedding and kitchenware to furniture including sofas, recliners and dining sets, and seasonal décor. On Cyber Monday, Wayfair noted, that translated into the purchase of a Christmas tree every 10 seconds, a sofa every nine seconds, a mattress every six seconds, a bar stool every five seconds and a rug every one and a half seconds.
This year, shoppers enjoyed exclusive collections of seasonal décor with the expansion of Wayfair Basics, which provided affordable options in tree skirts and decorative lighting as well as holiday trees spanning more styles and colors. Pre-lit faux garland emerged as a particularly popular décor item over the Thanksgiving holiday period, and consumers mixed and matched across thousands of new styles available in Wayfair’s Five for $25 Ornament Shop.
In housewares, Wayfair customers stocked up on kitchen items including deep fryers and air fryers as well as coffeemakers, toasters, blenders and hand mixers. Storage items such as deck boxes and backyard sheds proved popular among holiday-period shoppers as many consumers were packing up their outdoor furniture, décor and recreation items for the winter. At the same time, shoppers looked ahead to spring, buying larger outdoor items such as hot tubs, gazebos, swing sets and trampolines.
As part of its promotional strategy, Wayfair launched a Members-Only Sale as part of its newly launched MyWay program. Wayfair offered consumers who had sign up for MyWay memberships exclusive prices with discounts of up to 75%, deals that run through Friday, November 30.
“As expected and as in past years, the Thanksgiving holiday weekend was an exceptionally strong sales period for us,” said Niraj Shah, Wayfair CEO, co-founder and co-chairman. “We anticipated the continued shift of dollars online and were well positioned to capture that growth on Black Friday and throughout the weekend with an unprecedented number of flash deals and holiday promotions. We see the overall cadence of holiday shopping changing with online becoming the clear leader throughout the holiday weekend, driving outsized growth. As the broader shift from brick and mortar to online shopping continues to gain momentum, Wayfair is capturing a leading market share in the home goods category.”