When you think about your mattress and bedding customers, what do you see? Is he or she tall, short, alone, or a better half, or kids in tow? Do you have any idea of what he or she is willing to spend on the purchase, or do you have a good handle on what might make or break the sale?
‘Tis definitely the stuff bedding industry dreams are made of.
In a recent Furniture Today article, bedding editor Sheila Long O’Mara reports that consumer demand and sales for mattresses remained high in 2021 despite the ongoing supply chain and COVID-related challenges we’ve all seen over the past two years. Dollar growth reached 8.5% compared with 2020, and all signs point to continued steady growth ahead.
It’s definitely a good time to add tools to the selling toolbox.
On May 18, Furniture Today’s annual Bedding Conference kicks off with theme of “Cultivating Consumers.” For three days, many of the movers and shakers in the bedding category will gather in person in Orlando, Fla., for an innovative, on-point agenda designed to help bedding retailers do better business. The key idea behind the theme is that bedding consumers should be more than one-time buyers, and Executive Editor Sheila Long O’Mara has developed an accompanying agenda certain to give attendees numerous action items to bring back to the store.
But until then…
A recent article in Oprah Daily offers several humorous insights into what prompted one mattress buyer to pull out the wallet and make a big purchase, including this one:
I didn’t get serious about replacing my mattress until I was on a press trip and stayed overnight at a Four Seasons Resort. I went to sleep and woke up a new person. It was downright evangelical. My body didn’t hurt. I didn’t have a headache, I slept like a baby! I decided that morning that I had to buy a new bed — that condition But it turns out that my Four Seasons epiphany soon segued into the Four Seasons reality. Oh, I could buy the mattress, but the price of a queen size is $2,849.
The story ends with the writer calling her mattress purchase “the smartest splurge ever.” However, it also highlights her long-time personal debate about making the decision to buy, an attitude likely shared by many of your potential customers. So what are some of the marketing takeaways?
- An old mattress can have bad vibes. When relationships change, it might be time to change the mattress.
- The cost-per-hour of mattress ownership is low compared with the expensive sleep disruption that can accompany a new iPhone.
- The desire to create a vacation vibe at home can also extend to the bedroom. As someone who is indeed in search of a mattress comparable to my favorites from hotels around the world, I can personally attest to the validity of this marketing message. After all, we’re worth it.
People everywhere are exploring their new back-to-normal realities, and there is continued focus on quality of life. Let’s make sure mattress and bedding continues to be part of the conversation.
I’m Cindy Hodnett, executive editor of brand development for BridgeTower Media’s Home Furnishings Division. Most recently, I worked in a marketing content development role, and now I’m putting my editor’s hat back on for Furniture Today, Home Accents Today, Gifts & Decorative Accessories, Designers Today, Home Textiles Today and Home Furnishings News. My first introduction to the trade side of home furnishings was as an editor for FT in 2012 and founding editor of Designers Today in 2015, and now I’m once again working alongside some of the industry’s most dedicated professionals to keep our readers informed about the events, people, and companies that impact their business.