The Mini Field Guide to the Mattress Shopper
From Millennials to empty nesters, everyone wants a good night’s sleep, and the right mattress can help. Scroll down and select an age bracket to learn more about your customers’ needs – and nab the sale.
52%
due to
pain
or generally
not sleeping well
and
29%
of that is due to
back pain
Try asking young women customers about back pain. We might not realize our current mattress could be to blame until you bring it up.
For young men, try focusing more on the benefits of a new mattress, instead of the faults of the old one.
first mattress
In Short:
We’ve probably never been mattress shopping, but we probably want a lower-cost, large bed. We don’t get enough sleep but know we should. And we think visiting stores is a good idea, but we’re the group most likely to buy online.
So, keep us engaged and educated, and we’re likely to stick around for a purchase.
and joined the
66%
of women who were
not happy
with the amount of sleep they get
(which is the same as women ages 18-34)
49% of both men and women have some kind of pain that could affect their sleep.
Back pain, shoulder pain, hip pain, neck pain — you name it, they’ve got it.
It stinks getting older. We all know this. And your customer knows it too. Pointing out the reduced aches-and-pains benefit of a new, quality mattress could definitely help your up-sell opportunity.
64%
Sleep on our sides
93%
know what we’re sleeping on.
of us have breathing problems, including
sleep apnea, asthma, allergies, snoring
So, it makes sense that 27% of us want a hypoallergenic mattress and 13% of us want a mattress protector.
I’d pay between $400 and $1,200 for a queen mattress.
And, $1,000 to $2,400 for a king mattress.
I’d pay between $400 and $1,000 for a queen mattress.
And, $400 to $800 for a king mattress.
Numbers like this mean a couple things:
1. Men apparently don’t know what math is, thinking a king mattress should be less than a queen.
2. If it’s a couple, try seeing the woman as your ally to bring up price. Be her best friend.
3. She’ll probably use you to convince him he needs a more expensive mattress. Lean into that.
and, we grew up before the internet was a thing,
In Short:
We know who we are and know what we like, but the aches and pains of aging are compounding faster then we’ve anticipated. We’re willing to spend money on a big mattress, as we’re seeing the benefits of sleep.
But knowing what we like can make us picky. We’ll need a partner in the buying process: someone that will help us understand our choices to get the best possible solution.
We’re here for some
of us are here due to
pain or health issues
of our mattresses have
sagging and body impressions
of us are just
sleeping poorly
26% of us want made-in-USA
25% of us want firm edges
18% want adjustable base options
15% of us want a bed frame
13% want a mattress protector
8% want new pillows
6% want a new headboard
Men are willing to pay up to $1,200 for a queen, and go up to $2,500 for a king.
Women will spend $1,500 for a queen, but only $2,000 for a king.
In Short:
We love sleep. We love it. We know how important it is. Heck, soon we’re going to start eating dinner at 4, just to be in bed by sundown.
But we’re set in our ways. You need to convince us that the aches and pains of age can be solved with a new mattress.
And what’s nice is that it’s the truth.