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Wayfair’s web sales jump 52% during Thanksgiving weekend

November 30, 2016 03:42 PM
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Wayfair Inc. had its biggest sales day ever on Cyber Monday, the home furnishings e-retailer says without revealing a percent increase. 

Direct-to-consumer sales increased 52% year over year in the five-day period of Thanksgiving through Cyber Monday, Wayfair says, though it does not reveal a dollar figure.  

Repeat customers accounted for 58% of holiday sales on Cyber Monday, Wayfair says. The web-only retailer sold a rug every four seconds and a mattress every 12 seconds on Cyber Monday. Plus, it sold one particular TV stand every 19 seconds on Cyber Monday.  Wayfair, No. 24 in the Internet Retailer 2016 Top 1000 Guide, generated $3.14 billion in net revenue for the 12 months ended September 30, 2016.

Wayfair is not the only e-retailer setting sales records during the holiday weekend. U.S. shoppers spent $3.45 billion online on the Monday after Thanksgiving, making Cyber Monday the biggest online shopping day in the United States. That’s up 12.1% from $3.07 billion on Cyber Monday 2015, according to the Adobe Digital Insights unit of Adobe Inc.

Wayfair.com’s year-over-year traffic jumped 63% on Black Friday and 80% on Cyber Monday, according to web analytics company SimilarWeb. Marketplace Wish.com ‘s traffic increased 155% on Black Friday and 101% on Cyber Monday year over year, SimilarWeb say.

Travel accessories e-retailer eBags Inc. (No. 169) also had a banner weekend as well, making Cyber Monday “easily a company record day for sales,” says Peter Cobb, co-founder and executive vice president. EBags.com had more than 320,000 visits on Cyber Monday, and traffic grew 40% year over year from Thanksgiving through Cyber Monday, Cobb says.

E-retailer Zazzle Inc. (No. 148), which sells customizable products including smartphone cases, mugs, canvas prints and apparel, says sales across all Zazzle global domains—17, according to Top500Guide.com—were strong on Black Friday with a more than 16% increase in orders compared with last year, when it experienced triple-digit increases. 

Electronics retailer Newegg Inc. (No. 17) says the Thanksgiving weekend generated a record amount of sales, though senior vice president Merle McIntosh declined to specify a dollar figure or percentage increase.

Overall consumers ordered 11% more items per transaction on Cyber Monday compared with the same day in 2015, according to retail analytics vendor DynamicAction. On Thanksgiving Day, units per transaction increased 4% year over year.

Orders in which a consumer used a discount promotion increased 49% year over year on Cyber Monday alone and an average of 37% during the Thanksgiving through Cyber Monday weekend, according to DynamicAction.

 

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