Not that Amazon Prime Day was the first retailer-specific e-commerce sale, but it’s certainly the one every other company is keeping pace with. Wayfair’s take on the concept is Way Day, which CivicScience data found a striking 23% of U.S. adults shopped during the two-day sales event last year. But with 2023’s Way Day now in the rearview mirror, how did shopping habits compare?
According to the latest data, 23% of U.S. adults once again shopped during Way Day this year – which Wayfair extended an extra day last Friday. This lined up with CivicScience data from 2022, which found 23% of U.S. adults were at least ‘somewhat likely’ to shop Way Day the following year.
Compared to the 2022 sale, Way Day shoppers had a slightly harder time finding the items they were looking for. One-quarter of this year’s Way Day shoppers claimed ‘everything’ they wanted was in stock, down from 30% who said the same following the 2022 spring sale. Conversely, a majority (54% up from 49% last year) claimed ‘none of what I wanted was in stock.’
Shopper preferences were quite a bit different for the 2023 Way Day sale. After bedroom furniture and bedding and bath items led the charge in 2022, rugs and decor (26%) and outdoor furniture (22%) topped shopping preferences this Way Day (not including ‘other,’ which outpaced all specific categories at 28%). Percentage-wise, bedroom furniture took a significant tumble year-over-year (down to 18% from 35% in 2022).
Despite inflation, Way Day still drew a crowd, although fewer appeared to have purchased high-ticket items such as bedroom furniture. Wayfair remains a top retailer in the furniture and home goods markets. Get next year’s outlook and more e-commerce consumer insights with the CivicScience InsightStore. Let’s chat.