Gen X consumers zero in on importance of good sleep

Mattress Metrics

Furniture Today Staff -- Furniture Today, February 27, 2012

Gen X consumers juggle many different responsibilities: Families, careers, busy social lives. They sleep less, on average, than consumers in other key demographic groups, and 32% say their weekday routines don't allow for adequate sleep. A relatively high percent - 65% - wake up feeling un-refreshed. Getting a good night of sleep isn't easy for this busy group of consumers.
     And therein lies the opportunity for retail sales associates, who can enlighten these consumers by providing them an overview of their sleep lives.
     This is one of the main values of the NSF survey data: It provides color and insight on the sleep habits of four key consumer groups. RSAs can share this data with consumers in any of those groups, a broad range from 13 to 64. It's hard to imagine that consumers in any of those groups would not be interested in knowing where they stand in comparison to others in their age group.
     The power of this information is that it changes the tone of the dialogue with consumers. RSAs are positioning themselves as experts on sleep habits, which sets them apart from RSAs simply touting a lower-priced bed.

Gen X

Sleep patterns of Gen X (ages 30-45)

Average weekday wake time: 5:59 a.m.

Average weeknight hours slept: 6 hours, 48 minutes

Percent getting inadequate sleep on weeknights: 27%

Average weeknight bed time: 11:12 p.m.

Results of sleep for Gen X

Source: National Sleep Foundation’s 2011 Sleep in America Poll, Communications Technology in the Bedroom