Originally printed in Home Textiles Today's March 11, 2013, print issue
More than 20 million U.S. households bought top-of-bed linens in 2012; nearly 28 million bought sleep pillows; and nearly 13 million purchased mattress protectors and encasement product. Those top-line figures derive from Home Textiles Today's 2013 Consumer Buying Trends Survey.
The exclusive, nationally-representative survey asked 3,000 U.S. households about the fashion and utility bedding products they bought in 2012, how much they spent and what they plan to buy in 2013.
Utility bedding has the best shop-buy ratio, per the data. Last year, only 5% of households shopping for a sleep pillow didn't buy one and only 10% of all mattress protector shoppers didn??t pull the purchase trigger. Top-of-bed linens reveal a different story. In 2012, 4.5 million of top-of-bed shopping households didn't buy. In other words, 18% of all shoppers went away empty handed.
These nearly one-in-five shoppers form the top-of-bed Buying Gap. About the data In this exclusive report, Home Textiles Today presents detailed information on consumer shopping and buying plans. The data originates from the responses of 3,000 U.S. households to an online survey conducted in December 2012. Home Textiles Today worked with TNS, a Kantar Group Company. U.S. households told Home Textiles Today if they shopped for each product in 2012, if they purchased, how much they spent and if they plan to buy in 2013. 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 1.8%.
This material may not be published, broadcast, rewritten or redistributed in whole or part without the express written permission of Progressive Business Media.