Originally printed in Furniture Today's April 18, August 1 and October 17, 2015 print issues
This exclusive bedding consumer reports explores mattress buying households by region of the country, generation and income level. Looking for fertile markets for mattress sales? Look to the West. That's one of the key points emerging from consumer research conducted by Furniture/Today and TNS Custom Research. The online survey of U.S. households, conducted in late 2014, found that the highest percentage of households shopping for and buying bedding last year was in the West.
Do Baby Boomers continue to rule the roost when it comes to bedding sales? The answer, according to new research conducted by Furniture/Today, is a resounding "no". Boomers, long the darlings of mattress marketers, represented 26% of the households buying bedding last year and generated 30% of the total dollars spent on bedding that year. But that was far below the buying power wielded by Generation X consumers, those who are between the ages of 35 and 50 this year. Gen X households accounted for 35% of the households buying bedding last year, but generated 37% of all of the dollars spent on bedding. Middle income consumers, defined as those with annual household incomes between $50,000 and $99,999, are the key demographic group for bedding purchases. While 46% of the bedding buyers last year came from middle-income households, those buyers generated 53% of the total dollars spent on bedding that year, according to nationally projectable consumer research conducted by Furniture/Today.
This exclusive consumer data originates from the responses of 2,500 U.S. households to an online survey conducted by Furniture/Today and TNS Custom Research in December 2014. Because of the sample size and a respondent profile closely matching the demographics of all U.S. households, survey data can be projected nationally with a margin of error of plus or minus 2.0%. Results from this survey were presented in three parts. Parts one and two printed in the April 18 and August 2 issues, respectively, and part three printed in the October 17, 2015 issue.
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