Boston – Repeat customers provided the backbone for Wayfair’s Black Friday sales gains, accounting for 73% of all orders.
The online home furnishings giant also reported that “hundreds of thousands” of new customers ordered from Wayfair for the first time during the holiday kickoff event.
During the 5-day period between Thanksgiving and Cyber Monday, the company logged a low single digit sales increase in the U.S. compared to the same time period in 2021. However, leading up to the weekend, Wayfair’s November year-over-year revenue trends strengthened relative to the down 10% trend from the opening weeks of Q4.
Black Friday included some stand-out performances in soft home. Shoppers purchased a piece of bedding from Wayfair every five seconds. Washable rugs were also hot that day. The broader rug category performed well across the extended weekend. Between Thanksgiving and Cyber Monday, shoppers purchased enough rugs to cover more than 75,000 soccer fields, the company reported this morning.
Other key categories include beds, mattresses, nightstands, down comforters, sheet sets, cordless vacuums, window treatments, tabletop, Christmas trees and décor.
“We know our customers are being more discerning right now, and we’ve been focused on partnering with our suppliers to exceed their expectations,” said Niraj Shah, CEO, co-founder and co-chairman. “We’re confident that our reinvigorated customer offering – in combination with our robust and ongoing efforts around cost control – position Wayfair to succeed in any environment.”