Online shopping has brought with it a whole new approach to the weekend sale.

Online furniture retailer Wayfair followed Amazon’s footsteps last week with its inaugural one-day sales event called Way Day during which items were marked down by an additional 20% to 30%. That random Wednesday, CEO Niraj Shah told investors, was its “biggest revenue day in our history, and we expect that the event will grow further for us in future years.”

Wayfair declined to provide details to BuzzFeed News. Edison Trends, a company that analyzes e-commerce trends, estimates that while customers spent on average about the same on Way Day as they did on average the previous month — an average of $276 on Way Day compared to $275 in March — its average number of unique buyers increased an estimated 400%.

Way Day illustrates a burgeoning trend across e-commerce platforms to abandon established sales calendars used by brick-and-mortar stores that center around weekend holidays, when people are more likely to be out shopping. Without the reliance on foot traffic, companies like Wayfair, Amazon, and eBay are experimenting with their own branded sales days as the importance of long weekend shopping events wane.

However, the boost during these promotional events doesn’t always add up to a long-term increase in revenue and sales. “It’s much more about marketing,” said Neil Saunders, an analyst at GlobalData Retail.

Amazon and Overstock have been running their own branded sales days with large success. Amazon’s Prime Day in July 2017 resulted in the company’s biggest-ever sales day until Cyber Monday

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