Wayfair.com, the self-proclaimed “largest online retailer of home products and furnishings,” is diving into the flash-sales game with a feature called Daily Fair. It will feature up to seven new deals per day, offering up to 70 percent off on home products spanning a number of categories. Each sale will last 72 hours, which is something of a magic number for flash-sales sites, including zulily.
“Daily Fair adds another dimension to our unique shopping experience and allows us to leverage our tremendous reach and scale to source deals for our customers better and faster than any other home retailer,” said Niraj Shah, CEO and co-founder of Wayfair.com.
Wayfair.com raked in $600 million in sales last year and has 10 million visitors a month, which Shah says is a small slice of the site’s target demographic: 30- to 60-year-old women in the U.S. and Canada earning between $50,000 and $150,000 per year.
The superiority of flash sales over daily deals was highlighted recently at Business Insider’s Social Commerce conference. Rue La La’s CEO Ben Fischman said flash sales (or as he prefers to call them, “private sales”) scale faster than other tactics.
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