2018 Annual Sales Data: Target and Wayfair

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Annual Sales Data 4

Target had $74.43 billion in annual sales in 2018 while Wayfair generated $6.78 billion in 2018 annual sales. The details of the historical sales data for both companies are provided below.

TARGET

WAYFAIR

RESEARCH STRATEGY

We have provided the annual sales data for both Target and Wayfair from 2014 to 2018 from their 2018 annual reports. Target indicates that it has other revenue sources other than sales revenue. Hence, we provided its sales revenue which is separate from other revenue. Wayfair does not provide data for other possible revenue sources apart from sales revenue. According to Wayfair, net revenue consists mainly of product sales.

To confirm whether Wayfair generates revenue from other sources apart from sales revenue, we scoured through its website for relevant information. We explored its annual reports, SEC fillings, and press releases. We only found data showing that sales is the primary source of revenue.

Next, we searched through financial analysis sites like NASDAQ, Market Watch, Yahoo Finance, and Macrotrends. While we found other financial details, the revenue data is the same as in the annual report and they did not indicate other sources of revenue.

We then turned to credible media sources for possible mentions of other sources of revenue for Wayfair. We explored sites like Forbes, CNBC, USA Today, and Digital Commerce 360. However, they also provided the same revenue data found in the annual report.

The absence of data for other revenue sources for a large company like Wayfair suggest that any other revenue generated from other sources is negligible compares to its sales revenue. We have therefore provided the available sales data.



Part
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Part
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Media Spend 4

The average annual media spend for Target between 2016 and 2018 was $1.473 billion, while Wayfair's average annual media spend was $577.76 million between 2016 and 2018.

TARGET

  • Target's advertising spend covers "newspaper circulars, digital advertisements, and media broadcast."
  • Advertising spend for 2018 was $1.49 billion.
  • Advertising spend for 2017 was $1.46 billion.
  • Advertising spend for 2016 was $1.47 billion.
  • Hence, the average annual media spend for Target was $1.473 billion.

WAYFAIR

  • The advertising spend of Wayfair covers "display advertising, paid search advertising, social media advertising, search engine optimization, comparison shopping engine advertising, television advertising, direct mail, catalog and print advertising".
  • Advertising spend for 2018 was $774.19 million.
  • Advertising spend for 2017 was $549.96 million.
  • Advertising spend for 2016 was $409.13 million.
  • Hence, the average annual media spend for Wayfair was $577.76 million between 2016 and 2018.

RESEARCH STRATEGY

We have provided the advertising expenses for both Target and Wayfair from 2016 to 2018 from their 2018 annual reports. We then calculated the average spend for the three years to obtain the average annual media spend for both companies.

Since the nature and type of media spend was not specified, we assume that media spend refers to total advertising spend which includes broadcast, digital, print, and other media platforms.

CALCULATIONS

TARGET
The average annual spend = ($1.49 billion + $1.46 billion + $1.47 billion) / 3 = $4.42 billion / 3 = $1.473 billion

WAYFAIR
The average annual spend = ($774.19 million + $549.96 million + $409.13 million) / 3 = $1,733.28 million / 3 = $577.76 million


Sources
Sources