RBC raises target for Wayfair stock to USD 96.00

Published on 10/27/2026 at 13:36 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Wayfair stock costs EUR 101.55 on October 27, 2026, with third-quarter results due November 4. The release is set before market open.

Analyst revision and upcoming results

RBC lifted its Wayfair target from USD 92.00 to USD 96.00 on October 21, 2026.
Perigold introduced 10.00 percent rewards and a USD 175.00 annual membership on October 14, 2026.
Wayfair stock trades at EUR 101.55 at 1:30 p.m. CEST at Lang & Schwarz on October 27, 2026.
Wayfair will publish third-quarter results on November 4, 2026.

Wayfair, US94419L1017, Illustration mit AI erstellt.

Wayfair stock (ISIN US94419L1017) is priced at EUR 101.55 at Lang & Schwarz on October 27, 2026, at 1:30 p.m. CEST. RBC Capital raised its Wayfair target from USD 92.00 to USD 96.00 on October 21, 2026, while keeping its Sector Perform rating, according to Investing.com.

RBC sees stronger sales growth

The revised target came with a more constructive near-term sales view. RBC projected third-quarter net sales growth of 8.50 percent, compared with its earlier 7.10 percent estimate and 8.20 percent consensus, the linked report said.

RBC also lifted its third-quarter adjusted EBITDA forecast to USD 223.00 million from USD 213.00 million. That forecast remained below the USD 224.00 million consensus figure, leaving profitability as a key test when the company reports.

What does the loyalty program add?

Wayfair is also using its Perigold luxury-home brand to encourage repeat purchases. On October 14, 2026, Perigold announced a paid Insider program offering 10.00 percent back in rewards on eligible purchases for a USD 175.00 annual fee, according to Wayfair.

The program includes free shipping, prioritized support and member-only access to selected sales. Perigold said its business grew more than 35.00 percent in the second quarter of 2026, giving the initiative a measurable growth backdrop.

Three dated Wayfair milestones

On October 1, 2026, Wayfair announced that it would release third-quarter results on November 4, 2026, before the market opened, according to About Wayfair. Perigold announced its 10.00 percent rewards program on October 14, 2026, and RBC raised its target to USD 96.00 on October 21, 2026.

What dates matter next?

The next company event is the third-quarter earnings release on November 4, 2026, at 8:00 a.m. ET. The date and conference-call time are listed on Wayfair's investor calendar.

Stock price and investor view

For investors, the setup combines a higher RBC sales forecast with a profitability estimate that remains below consensus. Wayfair was trading at EUR 101.55 at Lang & Schwarz on October 27, 2026, at 1:30 p.m. CEST.

The further course of trading is shown by the continuously updated real-time quote of Wayfair stock.