Wayfair.co.uk predicts top product lines and peak times for Cyber Monday


Wayfair.co.uk, a leading UK online homewares retailer, has announced its sales predictions for Cyber Monday, the web’s biggest shopping day which falls globally on 26 November 2012. 

Peak shopping time on the site is expected to be between 4-5pm, with a fairly equal consumer gender split – 52% females versus 48% males buying items for the home, it said.

Wayfair.co.uk said it expects high demands for the second-year running on its lighting products with the addition of space saving furniture and baking equipment. It expects this year’s top five selling products will be:

1. Home Essence Mother and Child Floor Lamp

2. Astro Lighting Amalfi Wall Light

3. Home Essence Boston Stowaway 4 stool dining set

4. Home Essence Stanley Butterfly 4 Chair Dining Set

5. KitchenCraft Cast Iron Steel Baking stone

While Cyber Monday has traditionally been regarded as a US commercial tactic following Thanksgiving, along with Black Friday, it has developed into a worldwide online retail phenomenon, particularly in the UK, said Wayfair.co.uk.

It reports it experienced its biggest ever sales peak last year on Cyber Monday, 28 November 2011 at 4.30pm.

“Last year we saw a major sales peak on Cyber Monday which, despite it not being a major day on the British retail calendar, it has today become our biggest trading day of the year. We’re gearing ourselves up for it again by offering mass discounts and free delivery on thousands of homeware items and furniture,” said Joel Stevenson, UK managing director, Wayfair.co.uk. 

“We’re expecting significant sales peaks particularly on ambience lighting, space saving furniture which makes perfect sense being practical homeware items for hosting sociable yet intimate get-togethers over the holiday season. We’ve seen however a growing demand in baking products throughout the year, with the Cast Iron Baking Stone being one of the most popular items of 2012.”

In 2011, Wayfair.co.uk said it  saw an impressive peak in sales for two particular ambience lighting products being the Rome Floor Lamp in Satin Chrome, and Dar Lighting Boda One Light Pendant in Satin Chrome, followed by the Cordless Hot Tray in brushed steel, emphasising last year’s demands for chrome and steel finished home items.

A recent survey conducted by Wayfair US, showed over three quarters (77%) of its online shoppers are planning to shop exclusively online on Black Friday, traditionally a bricks and mortar only shopping spree. 

The shift in consumer behaviour towards online purchasing signals an all-time high for e-commerce, with forecasts of more than £60bn worth of gross online sales expected to be made within the seasonal Thanksgiving period, in the US alone, Wayfair US said. 

Wayfair US said it has increased the number of products available on its site by 500% along with staff numbers, has shortened delivery times and opened two new warehouses on both coasts, ready to meet its up-coming high seasonal demands.

Cyber Monday signifies the start of the Christmas shopping period when Britons are gearing themselves up for major bargain-hunting. With the UK economy in the midst of depression, finding the most competitive deals on the marketplace coupled with free delivery options are now vital considerations for UK shoppers, Wayfair.co.uk said.