There’s no denying it. The mattress business is challenging.
I hear it from industry executives in retail, manufacturing and the supply side of the business, and – not to be a drag on my traditional Susie Sunshine personality, wink, wink – summer is here.
While not technically by the calendar but for consumers, summer has arrived. Kids are out of school, or soon will be, and that means trips to the beach, mountains, summer camp and Disney. All of those things take discretionary funds away from home purchases and funnel them toward travel or tuition for day camps and overnight camps.
Did you know that the average weekly tuition for summer day camp is $435 in the U.S., and $1,211 a week for over-night camp? Those are the latest figures for one child, according to the American Camp Assn. Double that for the average household with two children, and we’re talking some serious dough over a seven-week summer break.
While much of the summer budget tends to get gobbled up for families with family activities and childcare, I did glean a few nuggets from the ’s presentation during last month’s Bedding Conference in Hilton Head, S.C., that offered glimmers of optimism as we move beyond the sleepy summer and into the fall selling season.
My favorite quote from John Lopos, the CEO of the nonprofit organization: “The bedding industry already has permission to be in people’s bedrooms.”
That’s powerful. YOU have permission to be there. They want you there, with the caveat when they have the money to make the purchase. In my mind, that’s a step in the right direction.
Lopos, and his colleague Dr. Joseph Dzierzewski, vice president of research and scientific affairs, dove into the foundation’s latest research, and that, too, offered some shiny, happy stats for people in the sleep products business.
Consumers recognize the role mattresses (92%), pillows (91%) and linens (85%) play in delivering a satisfying night’s sleep. Those are healthy numbers, my friends.
Shoppers are also motivated to improve their sleep, and they’re trying to understand how to capture the right amount to improve their overall health and well-being. The foundation’s latest sleep research indicates that 82% of consumers wish they could sleep better, but they lack confidence in their knowledge of sleep topics. They are looking for help, and Google searches show consumers are just as eager to learn more about “sleep” as they are diabetes and other health-related topics.
The vectors are coming together. Consumers realize they aren’t sleeping well; they’re searching the Internet for solutions; and they consider sleep products that you sell as being beneficial to a full night’s sleep.
What could be better?
As sellers of said products, you’ll be ready to help solve those needs and answer those questions when consumers return to shopping for their bedrooms.
Remember: You have permission to be there.