What is Wayfair's advertising costs?

Wayfair (W) reported advertising costs of $329M in Q1 2026.

How has Wayfair's advertising costs changed year-over-year?

Wayfair's advertising costs decreased by 4.4% year-over-year, from $344M to $329M.

What is the long-term trend for Wayfair's advertising costs?

Over 4 years (2021 to 2025), Wayfair's advertising costs has grown at a 0.8% compound annual growth rate (CAGR), from $1.38B to $1.43B.

Wayfair W Advertising costs

Advertising costs at other companies

Restaurant Brands InternationalQSR

$341M+9.6%

Kimberly-ClarkKMB

$882M-10.2%

Tapestry, Inc.TPR

$53.6M-23.8%

WSO

WatscoWSO

$6.02M-4.9%

WayfairW

$294M-3.9%

AAX

Axon Enterprise, Inc.AAXN

——

Segments

By segment

See full

U.S.$294M-3.9%

International$35M-7.9%

Other financials

Income statement

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Revenue$2.9B+7.4%

Gross profit$880.0M+5.1%

Operating income-$11.0M+91.0%

Net income-$105.0M+7.1%

EPS (diluted)-$0.80+10.1%

Balance sheet

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Cash & equivalents$1.0B-25.0%

Total debt$3.6B-7.1%

Total equity-$2.8B-1.2%

Total assets$2.9B-16.1%

Cash flow

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Operating cash flow-$52.0M+45.8%

CapEx$25.0M+400%

Free cash flow-$77.0M+23.8%

Valuation

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Market cap$11.68B+142%

Enterprise value$14.32B+87.7%

P/S0.9×+0.5×

Profitability

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Gross margin30.1%-0.2pp

Operating margin1%+0.6pp

Net margin-2.4%-0.4pp

FCF margin3.9%+1.4pp

Returns & leverage

See full

Return on equity-380.2%—

Debt / equity135.6×—

Current ratio0.8×-0.1×

Where this comes from

Reported directly by Wayfair in its filing.

Tagged under the XBRL concept us-gaap:AdvertisingExpense.

The official record: Wayfair’s 10-Q, filed April 30, 2026, on SEC EDGAR. View the filing →

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Questions, answered.

What is Wayfair's advertising costs?: Wayfair (W) reported advertising costs of $329M in Q1 2026.
How has Wayfair's advertising costs changed year-over-year?: Wayfair's advertising costs decreased by 4.4% year-over-year, from $344M to $329M.
What is the long-term trend for Wayfair's advertising costs?: Over 4 years (2021 to 2025), Wayfair's advertising costs has grown at a 0.8% compound annual growth rate (CAGR), from $1.38B to $1.43B.