• Bill McLoughlin

LATEST UPDATE: Miracle Mattress re-opens

Apology letter promises donation, 'professionalism in our advertising'

miracle mattress apology

UPDATE: 8:45am: 9/19/16: After remaining closed through the Sept. 11 weekend Miracle Mattress has re-opened its doors, at the same time issuing an apology to its community and customers on the company's Facebook page (full letter at right).  The retailer closed temporarily following widespread and harsh public reaction to an Internet ad the company ran for a "Twin Tower Sale" over 9/11.

In making its public apology the company announced it would make a donation to Tuesday's Children in New York, an organization formed to support youth, families and communities impacted by terrorism and traumatic loss.


UPDATE: 3:45pm: Miracle Mattress owner Mike Bonanno has said the store, "will be closed indefinitely," following strong negative reaction to the company's Twin Tower Sale ad. The company had earlier said that it would donate 30% of proceeds of its weekend sale, which would no longer be called a Twin Tower Sale, to 9/11 related efforts.

However the company continued to receive strong negative reaction, including death threats. In a letter posted on the company's Facebook page Bonanno said, "Miracle Mattress will deliver a public statement next week highlighting accountability actions taken within the company. We will also describe our plans to offer support for the 9/11 Memorial and victims funds.

Directly below is the letter posted to the retailer's Facebook page:

 Miracle Mattress

SAN ANTONIO, Texas – The owners of Miracle Mattress are facing a firestorm of outrage following the release of a television commercial using the anniversary of the 9/11 terrorist attacks to promote a mattress sale.

The commercial, which shows a Miracle Mattress spokesperson and two employees standing in front of twin towers of mattresses, begins with the company spokesperson telling viewers, “What better way to remember 9/11 than with a twin tower sale.”

The 21-second spot received immediate and massive condemnation on YouTube and on the company’s Facebook page, prompting company owner Mike Bonanno to post a letter of apology on Facebook. In the letter Bonanno stated that, “The video was posted on Facebook without my knowledge or approval.” He goes on to describe it as “tasteless and an affront to the men and women who lost their lives on 9/11,” and he indicated the company plans to take action against the employees and to enforce greater oversight of its marketing in future.

The company’s Facebook page continues to receive harsh negative comment.

Bill McLoughlinBill McLoughlin | Chief Content Officer

I’m Bill McLoughlin, Chief Content Officer at Furniture Today. In the 25 plus years I’ve covered retail the thing I’ve enjoyed most is the people; hearing their stories, learning about their companies and sharing insights on the business. Through this blog I hope to continue that dialogue. Sometimes you may agree with me, sometimes not. But it’s my hope you will find a fresh perspective and perhaps an idea or two that helps improve your business. I welcome your comments and look forward to a long and productive dialogue.

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