Wayfair Inc. shares fell by 5.00% as the stock hit a 5-day low, reflecting investor anxiety in a challenging market environment.
The decline follows the recent sell-off by Wayfair's CTO Fiona Tan, who sold 9,000 shares for $1.07 million on January 13, 2026. This executive sell-off raises concerns about the company's future prospects, particularly amid intense market competition and profitability pressures. Such actions often signal insufficient confidence in the company's outlook, prompting investors to reassess their positions, which may further impact stock performance.
This situation highlights the importance of executive actions in shaping market sentiment. As Wayfair navigates a competitive landscape, investor confidence will be crucial for its stock recovery.
Wall Street analysts forecast W stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for W is 118.16 USD with a low forecast of 75.00 USD and a high forecast of 150.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
26 Analyst Rating
Wall Street analysts forecast W stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for W is 118.16 USD with a low forecast of 75.00 USD and a high forecast of 150.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
18 Buy
8 Hold
0 Sell
Moderate Buy
Current: 111.150
Low
75.00
Averages
118.16
High
150.00
Current: 111.150
Low
75.00
Averages
118.16
High
150.00
Barclays
Seth Sigman
Equal Weight -> Overweight
upgrade
$104 -> $123
2026-01-07
Reason
Barclays
Seth Sigman
Price Target
$104 -> $123
AI Analysis
2026-01-07
upgrade
Equal Weight -> Overweight
Reason
Barclays analyst Seth Sigman upgraded Wayfair to Overweight from Equal Weight with a price target of $123, up from $104. The company's market share accelerated in 2025 and should continue in 2026, the analyst tells investors in a research note. The firm sees the gains being driven by Wayfair's technology "replatforming" as well as loyalty initiatives and marketing changes. Wayfair's exposure to middle income consumers positions it to benefit from tax refunds this year, adds Barclays.
Barclays
Seth Sigman
Equal Weight -> Overweight
upgrade
$123
2026-01-07
Reason
Barclays
Seth Sigman
Price Target
$123
2026-01-07
upgrade
Equal Weight -> Overweight
Reason
Barclays analyst Seth Sigman upgraded Wayfair to Overweight from Equal Weight with a $123 price target.
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Mizuho
Outperform
maintain
2026-01-02
Reason
Mizuho
Price Target
2026-01-02
maintain
Outperform
Reason
Mizuho reiterates an Outperform rating on Wayfair after the Trump administration earlier this week moved to delay increasing certain tariff rates by one full year to January 1, 2027. Tariffs of 25% will remain in place for upholstered furniture instead of going to 30%, with kitchen cabinets and vanities also holding at 25%, instead of going to 50%, the analyst tells investors in a research note. Mizuho views the news "as giving some breathing room" for the sector and for Wayfair. The firm expects "another leg higher" for Wayfair shares with lighter tariffs being seen as a positive. The stock in premarket trading is up 3% to $103.01.
Jefferies
Buy
to
Hold
downgrade
$94
2025-12-03
Reason
Jefferies
Price Target
$94
2025-12-03
downgrade
Buy
to
Hold
Reason
Jefferies downgraded Wayfair to Hold from Buy with an unchanged price target of $94. The firm says that with its web traffic analysis indicating a slow start to the holiday shopping season for Wayfair and consumer survey data signaling a downshift in "go-forward buying propensity on the marketplace," the stock's risk/reward skews more balanced. The upside valuation case for the company is now less clear, the analyst tells investors in a research note.
About W
Wayfair Inc., through its e-commerce platform, offers a selection of furniture, decor, housewares and home improvement products. The Company’s customers span a range of demographics, with annual household incomes ranging from $25,000 to over $250,000, and also include business professionals, from small startups to global enterprises. Its family of brands includes Wayfair, AllModern, Birch Lane, Joss & Main, Perigold and Wayfair Professional. It also features certain products under its house brands, such as Three Posts and Mercury Row. The Company operates through two segments: U.S. and International. The U.S. segment primarily consists of amounts earned through product sales through Wayfair's family of sites in the U.S. The International segment primarily consists of amounts earned through product sales through the Company’s international sites. It operates as Wayfair.ca in Canada, Wayfair.co.uk in the United Kingdom and Wayfair.ie in Ireland.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
