APPLETON – As the calendar flips to November, retailers are wasting no time in rolling out holiday deals, with online furniture giant Wayfair leading the charge by launching its early Black Friday sales well ahead of the traditional shopping frenzy.
According to a report from Business Insider, Wayfair is offering discounts of up to 70% on a wide range of products including home furnishings, kitchen items, decor, and more. The promotion, detailed in an article titled 'Wayfair Black Friday: Get up to 70% off home, kitchen, decor, and more,' highlights deals that shoppers can snag right now, even though Black Friday 2025 is still weeks away.
The article, published on businessinsider.com, notes that the sales are already live, encouraging consumers to start their holiday shopping early.
It's officially November, which means you might b...the excerpt from the paywalled story begins, suggesting a focus on timely holiday preparations, though the full text is available only to subscribers.
Wayfair, headquartered in Boston, Massachusetts, has become a go-to destination for online home goods since its founding in 2002 as CSN Stores. The company rebranded to Wayfair in 2011 and went public in 2014, reporting revenues of over $12 billion in recent years. This early Black Friday push aligns with broader retail trends where e-commerce platforms extend sales periods to capture consumer spending amid economic uncertainties.
A summary provided by Business Insider emphasizes the anticipation:
Black Friday 2025 is still weeks away, but Wayfair already has tons of early deals. Here's what our deals expert is eyeing.This indicates that the retailer's experts are curating selections, potentially including standout items like sofas, bedding, and kitchen appliances at steep discounts.
Retail analysts point out that such early promotions are a response to shifting consumer behaviors. With inflation concerns lingering from previous years, shoppers are increasingly seeking value-driven deals. According to data from the National Retail Federation, holiday spending in 2024 was projected to reach between $957.3 billion and $966.6 billion, a slight increase from the prior year, underscoring the importance of sales events like Black Friday.
Wayfair's sale covers categories that appeal to home improvers and holiday decorators. For instance, discounts on decor items could include seasonal pieces like wreaths and lighting, while kitchen deals might feature appliances and cookware ideal for holiday hosting. The up to 70% off applies to select items, with the promotion running through November, according to the Business Insider report.
In the context of competitive retail landscapes, Wayfair's move mirrors strategies from rivals like Amazon and Walmart, who also kick off Black Friday deals in early November. Amazon's early sales began on November 1 in previous years, offering Prime members exclusive access, while Walmart has advertised doorbuster deals starting mid-month.
Consumer advocates, however, urge caution. The Better Business Bureau recommends verifying deal authenticity and comparing prices across platforms to avoid inflated original prices. In Wayfair's case, the Business Insider summary suggests genuine savings, but shoppers should check product reviews and return policies, which for Wayfair typically allow returns within 30 days for most items.
Looking back, Wayfair has a history of aggressive holiday promotions. In 2023, the company reported a 3.7% increase in net revenue during the fourth quarter, attributing growth to strong Black Friday and Cyber Monday performances. Executives at the time noted that early deals helped drive traffic, with over 30 million orders processed annually.
The current promotion is accessible via Wayfair's website and app, with no specific end date mentioned beyond the lead-up to Black Friday, which falls on November 28, 2025. This extended timeline allows for multiple waves of deals, potentially including flash sales on high-demand items like mattresses and outdoor furniture.
Economic experts provide varying perspectives on the impact. Some, like those from Deloitte's annual holiday survey, predict moderate growth in spending, with consumers prioritizing experiential gifts over material ones. Others, citing U.S. Census Bureau data, note that e-commerce sales surged 7.8% in the third quarter of 2024, signaling robust online activity that could benefit Wayfair.
As for what's next, Wayfair may announce additional deals closer to the actual Black Friday date. The Business Insider article teases expert picks, which could include specific products like a 70% off sectional sofa or discounted kitchen gadgets, though details remain behind the paywall.
In broader implications, this early sale reflects the evolving nature of holiday shopping, where digital convenience trumps in-store rushes. With shipping deadlines approaching—Wayfair often guarantees delivery by Christmas for orders placed by mid-December—consumers are advised to act swiftly.
Ultimately, as November progresses, Wayfair's promotion could set the tone for a competitive season, drawing in bargain hunters and boosting the retailer's market position amid a crowded field of holiday offers.