Prime Day Who? Wayfair’s Largest Sale Of The Year Is Today

First, there was just Black Friday. Then we got Cyber Monday. Then, in 2015, we got Prime Day. While there are an unending list of online sales and promotions, those have remained the three major online holidays for deep discounts (and big spending). But Wayfair is looking to change that today with the first annual Way Day.

Taking place online all day Wednesday, April 25, its the online retailers first attempt at a standalone holiday like Prime Day. Wayfair promises “Black Friday-low prices” for 24 hours across the entire site.

The sale started at midnight, with 70,000 products marked down across the entire site. There is a focus on seasonal goods, like outdoor furniture, home improvement and grills. There are also doorbuster deals announced every six hours. These flash deals are subject to change, but have included mattresses for under $100 and dressers for under $200. All orders, regardless of whether they include Way Day specials, will also include free shipping today as well.

Wayfair credit card holders will also earn an unprecedented 9% back in Wayfair rewards dollars, instead of the everday 3%, for Way Day as well. Wayfair’s credit card acts as a store card that can be used across all Wayfair websites, including Joss & Main and AllModern.

“With the launch of Way Day, we’re offering the steepest savings possible at a time of year that makes the most sense,” Steve Oblak, chief merchandising officer, explained in a press release, citing spring as a time when customers think about redoing and refreshing their homes.

Wayfair is not the only online retail to try an off-season approach to Black Friday-like sales. Home Depot, Lowes, and Overstock have been running their own “Spring Black Friday” deals. Which new spring shopping holidays will actually result in consumer spending, however, remains to be seen.