Wayfair kicks off holiday season with fall sales extravaganza

Wayfair is once again hosting a second “Way Day" online sales promotion in October.

The online home furnishings retailer hosted the spring 2023 edition of its annual  Way Day event in April, producing what data platform Earnest estimated to be a 40% sales lift compared to the trailing four-week average. The retailer launched Way Day in April 2018 and for the first time held a second fall edition in October 2022.  

The two-day sales event begins on Oct. 25 at 12 a.m. ET, featuring deals on more than one million items for the home, including up to 80% off top-sellers and free shipping on everything. In a new promotional offering, Wayfair customers can shop now through the end of Way Day to be entered to win a grand prize of $50,000 toward a home makeover with Wayfair's design services.

The event will include thousands of 24-hour flash deals, as well as doorbusters. Sales will also run across Wayfair's portfolio of brands, including AllModern, Joss & Main, Birch Lane, Perigold and Wayfair Professional; with additional store-only offers at AllModern and Joss & Main physical retail stores.

By running a fall sales event timed for the holiday shopping season, Wayfair is following the lead of Amazon, which recently hosted Prime Big Deal Days, its second Prime promotion of the year. Retailers including Walmart, Target and Best Buy (among many others) also launched competing sales extravaganzas this month.

Shoppers can participate in the Way Day 48-Hour Early Access sale beginning Oct. 23, 2023, featuring an additional 20% off eligible products, exclusively on the Wayfair app. A Way Day livestream event will be hosted by interior design YouTuber and HGTV star Mr. Kate on Wednesday, Oct. 25 at 7 p.m. ET.