We all have certain stereotypes — true or not -— that come to mind when thinking about different generations.
For example, baby boomers are thought to have a strong work ethic. Gen Xers are self-reliant. Millennials are tech-savvy and values-driven. Gen Z, the youngest adults now, are digital natives.
And then there are the ideas we have about them when it comes to mattress shopping. The general consensus runs something like this: Older generations shop in brick-and-mortar stores and younger ones gravitate online. Older folks are willing to spend more on a mattress because they have more discomfort and likely have more money. Young folks can sleep on anything and don’t see the need to shell out extra money for a mattress at this point in their lives.
But are those ideas true? The Better Sleep Council, which leads consumer research for the International Sleep Products Association, compiled answers from an online survey of 500 U.S. adults who had either recently purchased or planned to purchase a mattress that costs $2,500 or more. This is the third article in a series examining the results of the survey. This month, BedTimes takes a look at how different generations shop, what they spend and how they get their information. (See page 13 for information about previous articles.)
Purchasing Power: Who Spends How Much and What They Buy
First, it’s important to note that every age — from newly minted adults to the 75 and older crowd — purchased in the $2,500 and above price range. However, the youngest shoppers (18-24 years old) were on a tighter budget and didn’t buy a mattress that cost more than $5,000. The oldest shoppers (ages 75 and above) didn’t buy a mattress priced more than $9,999.
The biggest spenders were in their 30s and 40s. Consumers that bought a mattress that costs $15,000 were ages 30 to 34 (40%), 40 to 44 (20%) and 45 to 49 (40%).
Looking at the demographic breakdown another way, purchasers between the ages of 25 and 49 years old purchased mattresses at varying price points, with 80% of purchases landing in the $2,500 to $7,499 price range.
Household income clearly plays a role in purchases. The majority of higher-priced-mattress purchasers (65%) earn from $100,000 to $200,000 a year.
Interestingly, every income bracket (from $15,000 to $250,000-plus) purchased a mattress priced from $3,500 to $4,999. Above that price range, generally higher-income earners bought luxury mattresses.
You might wonder, what types of mattresses are these shoppers buying? The survey found every age category purchased all types, including hybrid, foam and springs. Hybrid is the most popular overall.
Gen Z purchasers were most likely to buy a foam mattress than any other generation.
Retail Channel Insights: Generational Preferences for Online and Brick-and-Mortar
Those who bought a mattress in-store were most likely to purchase a hybrid. The majority of these customers had their mattresses delivered flat (74%). Almost 70% spent from $2,500 to $5,000, and 34% bought an adjustable base.
Like their brick-and-mortar counterparts, online purchasers favored hybrid mattresses. However, a majority of those mattresses (62%) arrived compressed, and a slight majority (56%) cost from $2,500 to $5,000. Nearly a third (30%) of online shoppers added an adjustable base to their purchase.
And what about generational differences? In-store purchasers were predominately older, with 40% of buyers between the ages of 55 and 74. Online purchasers were more likely to be younger. Of the online purchasers, 68% were between the ages of 25 to 44.
Consumer Motivations: The Driving Forces Behind Higher Spending
Previous articles noted that more than eight in 10 higher-priced-mattress purchasers said comfort, support and health benefits were the main reasons they chose to spend more.
Comfort and health were the most important reasons listed by all generations. Boomers particularly favored comfort, with 90% saying that’s the major reason they chose to spend in a higher price range. Of all mattress types, the largest percentage of spring mattress purchasers (87%) said comfort and health was the major reason for the purchase.
Comfort held different meanings for different generations. Millennials and boomers agreed that comfort meant a firm mattress, while Gen Xers cited temperature control as comfort.
Of all the generations, millennials were the most likely to mention reputation as a major reason to purchase a higher-priced mattress (64%). And 71% of hybrid mattress purchasers selected reputation as a major reason.
Finally, technology was a major reason for purchasing a higher-priced mattress for younger generations (63% of Gen Z and 62% of millennials). These shoppers are largely picking foam mattresses.
The Pre-Purchase Journey: Information Sources and Budget Expectations
The survey found that consumers 45 and older are more price sensitive, at least in the planning stages.
A quarter of every age group plans to spend from $3,500 to $4,999, making it an appealing price range for all buyers. Millennials are the most likely to consider buying the highest-end mattresses, so market accordingly. Additionally, buyers in the western and northeastern regions of the United States are the most likely to plan on paying high dollar for their beds.
How do different generations plan to get their information to decide? Shoppers in the 65-plus age range said they expect to use in-store displays as a source of information. This is the group most likely to shop in brick-and-mortar stores.
Of all the generations, Gen X is the most likely to use a web search for their information, with 46% saying it is a top information source.
Millennials choose customer reviews as their top source of information, with 47% rating it the highest.
Gen Z is more likely to depend on information from friends and family — 42%. This is the highest of all the generations for this source.
This survey reveals that some of the stereotypes hold true, but not all.
“What this research shows is that no single generation shops the same way — or for the same reasons,” said Mary Helen Rogers, vice president of marketing and communications for ISPA. “By understanding these differences, retailers and manufacturers can better connect with their customers and help them find the mattress that delivers the comfort and support they’re looking for.”
The full BSC report is available to ISPA members. Email [email protected] for a copy. Read more BSC research at BedTimesMagazine.com.
