TECHNOLOGY

The states that came out to spend during Wayfair’s shopping holiday were…

BY Deena M. Amato-McCoy

Shoppers in the nation’s top six most populated states drove spending on Wayfair’s first online shopping holiday.

The online furniture retailer launched Way Day on Wednesday, April 25, an event that featured Black Friday-level prices for 24 hours on 70,000 products across the home furnishings, décor and home improvement categories. Shoppers across New York, Pennsylvania, California, Illinois, Florida and Texas lead the charge in order volume, according to data from Edison Trends. The study evaluated aggregated e-receipts from more than 2.9 million users in the United States.

According to the data, spending across New York jumped 399% on Wayfair’s inaugural Way Day sale. In Pennsylvania, spending spiked 299%, and by 298% in California. Illinois, Florida and Texas followed with increases of 210%, 110% and 101%, respectively.

Overall, the online furniture retailer’s total sales jumped 400% on Way Day, compared to the average amount of daily sales over the previous 30 days prior to April 25. Wayfair also saw four times more unique shoppers that visited and bought goods on April 25, compared to last month, according to the study.

Despite these gains and attracting more shoppers to the site, the sale failed to increase average order spending. On Way Day, customers spent an average of $276, compared to $275 in March.

“The retail market is saturated with fierce competition during Black Friday in November, so retailers are increasingly looking for ways to stand out,” said Hetal Pandya, co-Founder of Edison Trends.

“Wayfair’s strategy of putting a similar type of Black Friday sale in the beginning of the year instead — during Spring time when household goods are in demand — combined with being an event exclusive to their brand, was an effective method of drawing in more shoppers and increasing sales,” Pandya added. “We believe more retailers may take this approach following Amazon’s example of introducing Prime Day, and now Wayfair’s success with Way Day.”

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