Wayfair advertising spend, FY2025

Wayfair (W) reported $1.4B of advertising expense for the fiscal year ended Dec 31, 2025. That is 11.4% of revenue of $12.5B. Down 3.2% from FY2024.

Ad spend, FY2025
$1.4B
year ended Dec 31, 2025
Change vs prior year
-3.2%
vs FY2024
Share of revenue
11.4%
of $12.5B revenue
Rank by ad spend
#46
of 336 companies

Key facts

  • Ad spend is 5.1x its FY2015 level ($278M), slower than revenue (5.5x).
  • The highest year on file is FY2022 at $1.5B; FY2025 is 3% below it.
  • Largest increase +76.3% in FY2014; largest cut -5.2% in FY2023.
  • Ad spend is 11.4% of revenue, up from 10.0% in FY2020.
  • Wayfair spends more on advertising than 87% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.2x the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B FY2012 (ended 2012-12-31): $65.5M FY2013 (ended 2013-12-31): $108M 2013 FY2014 (ended 2014-12-31): $191M FY2015 (ended 2015-12-31): $278M 2015 FY2016 (ended 2016-12-31): $409M FY2017 (ended 2017-12-31): $550M 2017 FY2018 (ended 2018-12-31): $774M FY2019 (ended 2019-12-31): $1.1B 2019 FY2020 (ended 2020-12-31): $1.4B FY2021 (ended 2021-12-31): $1.4B 2021 FY2022 (ended 2022-12-31): $1.5B FY2023 (ended 2023-12-31): $1.4B 2023 FY2024 (ended 2024-12-31): $1.5B FY2025 (ended 2025-12-31): $1.4B 2025 $1.4B

Ad spend as % of revenue

0% 5% 10% 15% FY2012 (ended 2012-12-31): 10.9% FY2013 (ended 2013-12-31): 11.8% 2013 FY2014 (ended 2014-12-31): 14.5% FY2015 (ended 2015-12-31): 12.4% 2015 FY2016 (ended 2016-12-31): 12.1% FY2017 (ended 2017-12-31): 11.6% 2017 FY2018 (ended 2018-12-31): 11.4% FY2019 (ended 2019-12-31): 12.0% 2019 FY2020 (ended 2020-12-31): 10.0% FY2021 (ended 2021-12-31): 10.1% 2021 FY2022 (ended 2022-12-31): 12.1% FY2023 (ended 2023-12-31): 11.6% 2023 FY2024 (ended 2024-12-31): 12.4% FY2025 (ended 2025-12-31): 11.4% 2025 11.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $1.4B -3.2% $12.5B 11.4% AdvertisingExpense 10-K Feb 19, 2026
FY2024 Dec 31, 2024 $1.5B +5.4% $11.9B 12.4% AdvertisingExpense 10-K Feb 19, 2026
FY2023 Dec 31, 2023 $1.4B -5.2% $12B 11.6% AdvertisingExpense 10-K Feb 19, 2026
FY2022 Dec 31, 2022 $1.5B +6.9% $12.2B 12.1% AdvertisingExpense 10-K Feb 20, 2025
FY2021 Dec 31, 2021 $1.4B -2.4% $13.7B 10.1% AdvertisingExpense 10-K Feb 22, 2024
FY2020 Dec 31, 2020 $1.4B +28.8% $14.1B 10.0% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 31, 2019 $1.1B +41.6% $9.1B 12.0% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $774M +40.8% $6.8B 11.4% AdvertisingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $550M +34.4% $4.7B 11.6% AdvertisingExpense 10-K Feb 28, 2020
FY2016 Dec 31, 2016 $409M +47.0% $3.4B 12.1% AdvertisingExpense 10-K Feb 25, 2019
FY2015 Dec 31, 2015 $278M +45.5% $2.2B 12.4% AdvertisingExpense 10-K Feb 26, 2018
FY2014 Dec 31, 2014 $191M +76.3% $1.3B 14.5% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $108M +65.6% $916M 11.8% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $65.5M n/a $601M 10.9% AdvertisingExpense 10-K Mar 19, 2015

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Wayfair in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
45 Target $1.5B 1.4% 0.0% FY2026
46 Wayfair $1.4B 11.4% -3.2% FY2025
47 eBay $1.4B 12.6% 0.0% FY2025
48 Adobe $1.4B 5.8% +31.7% FY2025
49 Philip Morris International $1.4B 3.3% +26.8% FY2025
50 Bristol-Myers Squibb $1.3B 2.7% -13.3% FY2025
51 Home Depot $1.3B 0.8% +8.3% FY2026

Full ranking of 336 companies · Biggest cuts #68

Questions

How much does Wayfair spend on advertising?

Wayfair spent $1.4B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 19, 2026.

What percentage of revenue does Wayfair spend on advertising?

11.4% of revenue in fiscal 2025 ($1.4B of $12.5B). The median across the 336 companies tracked is 5.2%.

Is Wayfair spending more on advertising?

No. Ad spend fell 3.2% in fiscal 2025 from fiscal 2024.

How does Wayfair rank by advertising spend?

#46 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Wayfair's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 19, 2026
Accession number
0001616707-26-000027
Company
Wayfair Inc., CIK 1616707, SIC 5961 (Retail-Catalog & Mail-Order Houses)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Wayfair advertising spend, FY2012-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/wayfair/advertising-spend/
Download
CSV, all years · CSV, all 336 companies