A curious analysis on consumer spendings with mattresses was published in the Star Tribune recently. It says that mattress buyers are composed of two groups only: one market prefers to buy mattresses for a lot less than $500, while there’s another market that looks for mattresses in the bracket of $2000 and above. Middle-priced mattress according to this analysis, are being ignored in the market.
“It’s the middle market that’s getting to be more challenging,” Larson said.
While sales of all mattresses has grown at a healthy pace this year, the midline mattress market in the $699 to $1,500 range is sagging a bit, growing $26 million from 2009 to 2011. Low- and high-end beds enjoyed much loftier sales, with low-end mattress sales growing by nearly 10 times as much and high-end mattresses topping 15 times that amount, according to Tempur-Pedic.
Part of the growth in the value segment is the expansion of nonspecialty retailers jumping on the mattress bandwagon, including Menards, Fleet Farm, Costco, Sam’s Club, Big Lots and Target.com, Homedepot.com and Walmart.com.
“Two decades ago, we sold a ton of queen mattresses for $499. Now you’re lucky to get $399 for a similar bed,” said Dave Smittkamp, owner of Dave’s Furniture World warehouse sales in St. Paul. It’s a race to see who can make the cheapest mattress, he said.
Moneyland offers even a more detailed analysis of this saying that:
So the shopper who buys a $400 mattress can feel like he’s not cheaping out with a $200 mattress, while feeling good and value-conscious that he’s also not unnecessarily dropping $800 or more. Because there is such a wide spectrum of mattress prices, from the very high to the curiously low, the middle ground seems to be considered no-man’s land by consumers. It offers neither the value of the lower end products, nor the quality of the high end.
Do you agree with these analysis?