Understanding who’s buying mattresses – and what matters to them – can help retailers fine-tune their strategy and boost sales. Here’s what you need to know about today’s mattress customer.

Takeaways for your business:

• Millennials and Gen Z are driving mattress demand and are a key audience for long-term growth.
• Most buyers say comfort and support matter most, with queen-sized beds leading as the most popular choice.
• The path to purchase takes time, making it crucial to stay top-of-mind throughout the customer journey.
• Promoting sleep quality and wellness benefits resonates with many shoppers.