Restonic Mattress Corporation recently partnered with Women’s Choice to conduct a 2022 sleep survey polling 329 women on their sleep habits and recent mattress buying experiences.
The ages of women were evenly spread across Millennials, Gen Xer’s and Boomers, and for worsening sleep quality post-pandemic, women between the ages of 18 and 29 (42%) and those age 45-60 (35%) suffered the most.
When it comes to replacing their mattress, 70% of respondents say comfort was their primary motivator, even above price (56%) and free delivery (30%).
“For many women, the pandemic upended schedules and intensified the challenge of getting a good night’s sleep,” says Julia Rosien, vice president marketing, Restonic. “This survey builds on the narrative of how a supportive, comfortable mattress contributes to a healthier, (hopefully) longer life. Of course, the survey also includes interesting insights on how, where and what consumers are buying to help retailers refine their marketing strategies as we move into 2023.”
Some interesting insights from the survey:
- It’s no surprise most women begin their shopping journey online:
- 43% reading online consumer reviews
- 29% asking friends and family
- 28% visiting retailer websites
- 27% visiting mattress brand websites
- 23% using a search engine.
- Close to 60% of survey respondents say they visited a store to see/feel the mattress in person before making the purchase – great news for brick-and-mortar stores.
- Almost 30% of respondents completed their mattress shopping journey in less than a week and almost 40% in 2 weeks, which shows the importance of a consistent advertising schedule.
- 35% of respondents said they made their purchase at a furniture retailer who also sold mattresses – which emphasizes the value of a “store within a store” concept.
- And what did these consumers buy with their mattresses?
- 48% mattress pad
- 42% box spring or adjustable base
- 40% sheets
- 35% pillows
- 31% mattress protector (with fewer door turns, add on sales are key to profitability)
Restonic retailers can view the full survey on Restonic’s central marketing repository, BrandCentral. There is also a consumer-facing post on Restonic’s trademarked SleepBlog – What’s your post-pandemic sleep story?
