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Selling sleep: His, Her Sleeping Styles

Joan Gunin, David Perry -- Furniture Today, February 18, 2013

 Selling sleep  Sleeping Styles
It's helpful to know how couples get along in bed, from a sleeping point of view. These findings indicate the importance of a sleep surface that provides comfort and support from edge to edge, because a relatively small number of consumers sleep cuddled up with their partners.

Most consumers wind up on their own side of the bed at some point in night. And about one in 10 consumers reports sleeping in a separate bedroom from their partner.

This research shows that the older consumers get, the more distant they are from their partners in bed. And that introduces the important issue of mattress size.

Applying the findings

This data is tailor made for touting the benefits of king-sized sleep sets for couples sleeping on a queen, and at least queen-sized sleep sets for couples sleeping on a full-sized bed.

Queen-sized sleep sets are the most popular size of bedding sold these days, but that size may not be big enough for many consumers, especially given the trend of each partner of settling into his or her side of the bed. King-size sleep sets increase the size of the retail ticket, of course, and they also help consumers get a better night of sleep in many cases.

And a king-sized bed might help those 9% of consumers who say they and their partner sleep in separate bedrooms. Did those couples try a king-sized bed before deciding to sleep in separate rooms? The amount of additional room that a king bed provides is significant.

This is a reminder, too, of the importance of displaying a number of king-sized sleep sets on retail floors, so that consumers can see how much more room is available when they step up to a king.

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