Fall initiatives at Wayfair are underway, with the company’s biggest sales event of the year returning October 24-26, featuring discounts in time to entice consumers updating their homes as cool weather takes hold and the holidays approach.
Wayfair has also introduced a loyalty program for its Perigold operation, a banner focused on luxury and professional shoppers.
The Way Day sales event will feature savings on a broad range of home products with emphasis on entertaining essentials, furniture and seasonal decor, the company noted. Wayfair intends to prompt interest in the sales event by launching daily exclusive deals starting October 19. Once the main promotion begins on October 24, consumers can find a wide range of deals, including 24-hour flash deals and discounts on thousands of quality-vetted Wayfair Verified items, with bonus savings available to Wayfair Rewards loyalty program members. Consumers will find Way Days deals across the company portfolio, Wayfair indicated, including its namesake, AllModern, Joss & Main and Birch Lane operations. Wayfair Professional members will have access to exclusive pro-only deals.
Feature initiatives include, according to Wayfair:
- Early Deals. Pre-Way Day events will drop every 24 hours beginning October 19 and will include exclusive bargains for Wayfair Rewards Members and app users.
- Doorbusters. From 12 a.m. Eastern Time on October 24, Wayfair will roll out deals on limited quantities of top brands, such as a Henckels Knife Set for $99.99, a Bissell Turbo Rewind Vacuum for $129.99, a Philips 2000 Series Air Fryer for $79.99, a Serta Sleeper Sofa for $699.99 and a Wayfair Sleep Mattress for $189.99.
- Fast and Free Delivery. Customers will receive free shipping on purchases made during the event’s three days, with many items available for free white-glove delivery.
- Save In Store. Brick-and-mortar Wayfair stores will offer family-friendly activities, raffles, and giveaways all weekend, with banner-specific deals at AllModern, Birch Lane, and Joss & Main locations.
“Way Day is all about giving our customers access to our deepest discounts of the year without compromising on quality,” said Jon Blotner, Wayfair president. “Whether they’re preparing to host for the holidays or simply decorating for the season, Wayfair delivers on quality and unbeatable value while giving customers the confidence to make informed choices. With fast, free delivery, it’s easy for customers to get just what they need so they can enjoy the holidays at home.”
Meanwhile, Wayfair’s upmarket Perigold banner is launching its own loyalty program for its target audience of luxury consumers and interior design professionals.
The Perigold Insider program offers 10% back in rewards on eligible purchases. Wayfair characterized the launch as a deliberate step in the next phase of the brand’s growth, focused on building lasting relationships with discerning customers seeking access to a superior selection of designer brands and styles.
The initiative comes amid continued strength in luxury spending and as Perigold has built momentum, growing more than 35% in the second quarter of 2026, according to Wayfair. With customers investing in high-quality, design-led products for their homes, the company said it designed Perigold Insider to deepen relationships with customers, encourage repeat engagement and help the banner capture a greater share of high-consideration home projects.
The 10% back applies to eligible merchandise purchases made online or in-person at Perigold’s Houston and West Palm Beach, FL, stores. Shoppers can apply the accrued rewards value to future Perigold purchases. Loyalty members retain the rewards as long as a membership remains active. Other perks include free shipping with no minimums, prioritized member support and exclusive member-only benefits, including early access to select sales
The Perigold Insider membership program costs $175 per year.
“Perigold’s ambition is to be the number one destination for luxury home, and building a loyal community of engaged customers is central to that goal,” said Rebecca Ginns, Perigold general manager. “Perigold is unique in that it brings together a curated collection of luxury designer brands across every style, backed by the expertise and service customers need to bring their vision to life. Perigold Insider gives them another compelling reason to return and engage with us, making every purchase more rewarding.”
