SpendscapeCompanies · Marketplace
Wayfair
AdvertiserW
Wayfair spent $1.43B on advertising and marketing in fiscal 2025, down 3.2% on the year before and +30% since 2019. That's 11.4% of revenue, less than in 2019: the business outgrew its marketing.
$1.43Bmarketing spend, FY2025
-3.2%vs the year before
11.4%of revenue (-0.6 pts vs 2019)
Thin/upsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“we're evolving our marketing mix to mirror our U.S. strategy, moving beyond traditional channels to aggressively lean into platforms like TikTok, Connected TV and streaming audio.”Niraj Shah · 2026 Q1 · transcript
“advertising was 13.7%, which we expect will represent the high watermark for this line item.”Kate S. Gulliver · 2024 Q4 · transcript
“I think when we look back over the last few years, we'd probably say that we're probably a little slow to experiment and optimize for some of the more emerging channels.”Niraj S. Shah · 2024 Q4 · transcript
“And so that's why on the call we referenced that Q4 was a high water mark on this advertising spend because the paybacks can be as low as sort of 60 and 90 days, but they can also extend to longer.”Kate S. Gulliver · 2024 Q4 · transcript
“Early in 2024, we rolled out a significant brand refresh with our Wayborhood campaign, which brought fresh creative in top of funnel.”Niraj S. Shah · 2024 Q4 · transcript
“all our ad dollars are payback driven, spent against channels with specific expectations for ROI over a defined time frame.”Kate S. Gulliver · 2024 Q4 · transcript
What the 10-K says about marketing
- investing in brand “Superior customer service is a core part of the experience we offer shoppers. Our customer service organization has over 2,000 full-time employees who help consumers navigate our sites, answer questions and complete orders, and offers specialists focused on specific product…” 10-K, Feb 19, 2026
- cutting spend “ecrease our marketing spend within a period, based on the degree of our achievement of intended results, which may result in increased or decreased customer engagement in any given period. We cannot assure you that the net profit from new or returning customers we acquire will…” 10-K, Feb 19, 2026
- investing in brand “Our business model is designed to grow our net revenue by acquiring new customers as well as stimulating repeat purchases from our existing customers. Through increasing brand awareness as well as paid and unpaid advertising, we attract new and repeat customers to our family of…” 10-K, Feb 19, 2026
Say vs do
Thin/up. In 0 statements from its leaders in interviews, 0 argued for investing in brand and 0 for cutting; the filed spend went up.
In the news
- Wayfair (W) Rolls Out Wayfair Delivers Brand Platform Yahoo Finance · Sep 27, 2026 · brand strategy