Home furnishings giant Wayfair Inc. will have its second “Way Day” sale on April 10.
The web-mostly giant is extending the sale this year to 36 hours from 24 hours during its inaugural event, April 25, 2018. Also new this year will be a livestream video on its site that will show product reviews of “dozens” of popular items that are on sale. The video will be called “Wayfair On Air,” but Wayfair declined to comment if it will continue to broadcast the livestream video after April 10. The sale was on a Wednesday in April in 2018, the same as this year’s planned event. Wayfair says it chooses to hold the sale in spring because that’s when the home is top-of-mind for shoppers.
Way Day includes discounts on more than 100,000 products (Wayfair has more than 14 million SKUs), thousands of flash sales and free shipping. Overall, the discounts are the “lowest prices since Black Friday,” and the sale will run across its AllModern, Joss & Main and Birch Lane brands. Some products also will be eligible for an additional 40% off if shoppers share the product on social media. Shoppers who have Wayfair’s credit card earn triple rewards during the sale, and members of the retailer’s loyalty program MyWay will receive discounts on in-home services, such as furniture assembly. The sale will be available for shoppers in North America, the U.K. and Germany.
Last year, Wayfair (No. 13 Internet Retailer 2018 Top 500) said Way Day was its largest sales day ever in terms of revenue, and data from Rakuten Intelligence (formerly Slice Intelligence) estimates that sales during the week of Way Day increased 91.2% for Wayfair compared with a week earlier. Rakuten used email receipt data of 63,108 U.S. online shoppers to estimate this data.
Way Day follows in the footsteps of other large online retailers creating their own sales “holidays.” Amazon.com Inc. (No. 1) launched Prime Day in 2015, which offers deep discounts to its Prime loyalty program members. Amazon began extending the initial 24-hour sale in 2017, and the sale is now 36 hours. In 2018, Internet Retailer estimates that shoppers spent $4.19 billion online on Amazon.com during its Prime Day sale. (This is less than Internet Retailer’s estimates for total U.S. online sales on Cyber Monday 2018, at $7.75 billion, and Black Friday, at $6.24 billion, but more than online sales for Thanksgiving Day at $3.05 billion.)
Before Prime Day even existed, Chinese marketplace giant Alibaba Group Holding Ltd. in 2009 turned Singles’ Day (Nov. 11, or 11-11) into an online shopping holiday. In 2018, shoppers spent nearly $31 billion on the Alibaba-operated Taobao.com and Tmall.com marketplaces on Nov. 11, according to the giant. Taobao and Tmall hold the No. 1 and No. 2 spots in the ranking of Internet Retailer Online Marketplaces.
Although Wayfair is following Amazon by extending its sale beyond 24 hours and choosing a day in the middle of the week, the Way Day sales event will likely not reach close to Prime Day or Singles Day levels, as Wayfair’s 2018 ecommerce sales topped out at $6.718 billion.
Zak Stambor contributed to this article.