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David Perry

Selling Sleep

Marketing overview

Now we tackle some extremely basic - and important - consumer data. Mattress replacement is one of the key drivers for the mattress industry, obviously. As the replacement time goes down, mattress sales go up.
     The big picture here is that half of consumers report that they replace their mattress every 10 years or less. Ten years is commonly cited as the average mattress replacement time, but this data shows that only half of consumers say they are on that cycle.
     Note, however, that about one in five consumers says "it depends" on how often they replace their mattress. The obvious question there is: It depends on what? On how their mattress is holding up? On how healthy their bank statement appears? On how well (or poorly) they are sleeping?

     Presumably, some of those consumers might be amenable to more frequent mattress replacement, if they see the need to do so and can afford a new sleep set.
     And note that fully 13% of consumers don't know how frequently they replace their mattress. They simply don't recall when they bought their current sleep set. That suggests the purchase was probably several years ago.

Applying the findings

There is plenty of opportunity in this survey data. About one third of Americans are replacing their mattress every six to eight years or every three to five years. That means that about two out of three consumers likely have older beds that need replacement.
     Retailers must make the case for replacement, and they must make it frequently.

mattress replacement

How frequently do you replace your mattress?

How frequently

Source: Better Sleep Council 2013 Consumer Survey

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