Originally published in the February 1, 2010 print issue of Furniture Today
Here’s the set up: Consumers are sitting on their wallets. The housing market is lackluster. Unemployment is high. And, in our sector of the economy, mattress sales have been plummeting. What’s a smart retailer to do? Easy. Sell more sleep accessories.
The study, conducted last year, provides a compelling snapshot of missed opportunities in the sleep accessories segment. It notes that only two categories of sleep accessories - mattress pads and sheets - are usually purchased at the same time that a consumer buys a mattress. The other categories examined in the survey – sleep pillows, top-of-bed linens, waterproof and allergen proof mattress protectors, decorative pillows, pillow protectors and mattress toppers – are purchased less than half of the time that consumers purchase a mattress.
This exclusive consumer analysis is based on the responses of 2,112 U.S. consumers. Furniture/Today, in partnership with HGTV, surveyed consumer households via an online survey linked to HGTV's Ideas newsletter in February 2009. Because of the large sample size, the survey data can be projected within this population with a margin of error of plus or minus 2.2%.
The research was analyzed by Furniture/Today’s research department, led by Group Research Manager Dana French and Executive Editor David Perry.
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