Survey Says: Female Mattress Buyers Look For Comfort First, Not Price

September 14, 2022  by HFBusiness Staff in Business Strategy, Industry   

The survey, conducted for Restonic Mattress Corp. by longtime partner Women’s Choice, also found that women in most age groups reported their sleep quality had worsened since the pandemic.

The Restonic Sleep Survey polled 329 women on their sleep habits and their recent mattress buying experiences. The ages of women were evenly spread across Millennials, Gen Xr’s and Boomers.

For worsening sleep quality post-pandemic, women between the ages of 18 and 29 (42%) and those age 45-60 (35%) suffered the most. And 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,” said Julia Rosien, vice president of marketing at 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 include:

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 – emphasizes the value of a “store within a store” concept.

And what did these consumers buy with their mattress?

• 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.)

“This survey will give Restonic retailers the tools they need to understand their consumers’ evolving sleep challenges and then help solve some of those issues in-store,” said Delia Passi, CEO and founder of Women’s Choice. “Restonic was the first mattress brand to carry the Women’s Choice Award and their dedication to building the bridge between a healthy life and a supportive mattress is admirable. We’re very proud to call them a partner in our mission to empower women in the marketplace.”

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.