Selling Sleep

David Perry -- Furniture Today, January 28, 2013

Marketing overview
This is another creative, interesting way to gain insights into just how important a good night of sleep really is. The answer is: Really important. It is more important to one in 10 consumers than sex. It is more important to two in 10 consumers than time spent with gadgets. And it is more important to three out of 10 consumers than watching television.
     The long list of things that consumers would give up is a stark reminder of the value that consumers place on a good night of sleep. And it shows just how elusive that is; just one third of consumers wouldn't swap something meaningful in their life for a better night of sleep. Sadly, that means just one third of consumers are thrilled with the quality of their sleep.

Applying the findings
This data provides a powerful illustration of why emphasizing low prices rather than a better night of sleep is a mistaken strategy for retailers. Some consumers will give up almost anything - sex, money, TV - to get a better night of sleep.
     The take-away here is simple: Bedding retailers must talk about giving their customers better sleep. The phrase "better sleep" should be included in virtually all advertising messages. It should be on the tip of the tongue of retail sales associates. Consumers are crying out for a better night of sleep. A good mattress will deliver that restorative, rejuvenating sleep.

swapping for sleep

What would you give up to get a better night's sleep?

Key demographic differences

+ Women are more likely than men to give up sex to get a better night's sleep.

+ 18- to 34-year-olds are more likely than consumers 55 and older to give up time spent with family/friends to get a better night’s sleep.

+ 18- to 34-year-olds are more likely than older consumers to give up time spent on computer/smart device/social media to get a better night’s sleep.

Source: Better Sleep Council 2012 Consumer Survey