High-volume the shoppers: the clearest win
Shoppers spending $1,500+ per year extract the most value from the rewards rate.
The card pays back at a rate that's competitive with other retail cards on in-store purchases. For a household spending $1,500-$4,000 per year on Wayfair furniture, lighting and decor, the rewards accrual covers roughly one small coupon-level discount per year on top of what coupons already deliver.
The math stops working at lower spend. A household spending $400 per year accrues roughly $20 in rewards, which a general-purpose cashback card usually matches.
The card rewards do not retroactively apply to purchases made with other cards. Consistency matters.