A lot of mattress retailers and manufacturers pin a lot of hopes on key promotional holidays these days. Presidents Day, just-ended Memorial Day and the others through the calendar have always been important, but it’s been sometime since those holidays have felt this important.
With fewer and fewer door swings right now, each one is exponentially more important than let’s say five years ago.
Do you know what else has changed? The constant ping, ping, ping of Google Alerts announcing mattress sales and reviews. That has gotten a lot louder over the past five years.
If, like mine, your inbox is being inundated with similar alerts, I’m happy to compare notes with you on which ones sound like bunk and which ones are clever enough to suck in the average mattress consumer. The surge in promotional activity is more than just a seasonal push; it’s a reflection of a market under pressure.
See also: How to ramp up a conversation about mattresses? Start with sleep
In 2024, the U.S. mattress market experienced a significant downturn, with unit sales dropping by 11.1% and dollar sales by 8.6%, according to the International Sleep Products Asn.. This decline has prompted sleep retailers and mattress makers to aggressively pursue sales strategies to stimulate demand. Leading up to Memorial Day weekend, a peak period for mattress sales, promised discounts of up to 70% from major online brands.
The industry is in the midst of an SEO arms race, and that means the brands with the largest budgets often win. Or, those that have the highest review rankings on Amazon.
Behind the scenes, mattress companies are engaged in a fierce battle for online visibility. Direct-to-consumer brands like Casper, Nectar and Purple have invested heavily in search engine optimization (SEO) and pay-per-click (PPC) advertising to capture the attention of the consumer attention. This digital marketing blitz has led to a proliferation of alerts and advertisements, making it challenging for consumers to navigate the landscape.
E-commerce now accounts for about a quarter of global mattress sales. Consumers learned during the pandemic that it was convenient to buy online and often came with generous trial periods and return policies. Consumer behavior shifted. However, the online marketplace is saturated with promotions, making it difficult for consumers to discern genuine deals from marketing tactics.
The constant barrage of “limited-time offers” and “deep discounts” has led to consumer fatigue and skepticism. Some retailers have been criticized for inflating original prices to make discounts appear more substantial. This practice erodes trust and underscores the need for greater transparency in pricing and marketing.
The current promotional frenzy is symptomatic of an industry grappling with declining sales and shifting consumer preferences. While aggressive marketing may provide short- term gains, sustainable growth will require a focus on product innovation, transparent pricing and building long-term customer relationships.
It’s a sticky situation in which the industry finds itself, and I believe, a great opportunity for brick-and-mortar retailers to step up to capture more of the fewer mattress consumers in the market right now.
No amount of AI or chatbot or assistant on your website can connect, coach and educate a consumer about the ins and outs of mattresses and the differences between a $599 model and a $1,599 model.
Step up, tell your story, coach your team, and capture those consumers looking for a better night’s sleep.