Wayfair experiences largest sales lifts from early holiday promos

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Only 4% of Wayfair’s customers participated in their October sale, and 49% also shopped at other October sales. But the online furniture retailer had the biggest lift during the week of any major retailer, with sales up 45.7% compared to the prior 4 week average. Amazon’s sale drove a 26.1% lift during the promotional week, followed by Target (+5.6%), Best Buy (+4.4%), and Kohl’s (+2.4%). 

Walmart stood out with slightly lower sales during the week than the trailing 4-week average, suggesting the company lost share of wallet in that time. Target and Walmart’s longer sales periods and large non-discretionary product mix meant that their results were likely lowered by more daily shoppers who were less promotion-driven.