Analysis: Wayfair’s big promo day proves popular in populated states
Wayfair’s Way Day online shopping holiday performance was buoyed by consumers in population centers.
The special promotion ran 36 hours in North America, the U.K., and Germany with special savings and free shipping across the Wayfair, AllModern, Joss & Main, and Birch Lane sites. Wayfair promised its lowest prices since Black Friday.
According to data from Edison Trends, shoppers in the nation’s seven most populated states drove spending. Pennsylvania had the highest spike in spending (405%), followed by Ohio (386%), California (361%), Illinois (356%), Texas (279%), New York (259%), and Florida (210%).
Overall, the two-day Way Day sale averaged 325% higher revenue than the previous 28 days averaged; there were also 339% more orders, and 315% more unique customers. Per-day revenue was up 11%, orders and customers up 9%, and spend per order up 5%.
However, despite higher order volumes, the average amount spent per order by customers during Way Day 2019, $289, was down 3% from the average of the previous 28 days ($298). Thirty-seven percent of Way Day shoppers were making their first-ever purchase from Wayfair.
Looking at metrics from the initial 24-hour Way Day event in April 2018, the most populous states also had the highest spending increases, with New York leading the way with a 399% increase. Revenue, orders, and unique customers all had higher rates of increase (around 400% for each) in 2018 than 2019. Average spend was higher in 2019 than 2018’s figure of $276.
The percentage of first-time shoppers was also higher in 2018 (47%). Of those who purchased during Way Day 2018, 48% have not returned to the site.