New Research Shows Highest Consumer Spending Trends

Consumers are willing to spend more than $2,500 on a mattress to get the quality they want, according to new BSC survey data.

Imagine you work in a different field — nothing to do with mattresses. Then imagine that it’s time to replace your current bed. How much do you think you would spend? Why?

If you answered $2,500 or above because you believe you’re getting a higher quality product, you’re not alone.

According to research conducted by the Better Sleep Council, consumers who buy higher-priced mattresses have high expectations of the product. Read on to learn more about these expectations, along with answers to questions such as: What size and style of mattress are these consumers likely to buy? Why would they spend more? How much is too much? 

The BSC, which leads consumer research for the International Sleep Products Association, compiled answers from 500 U.S. adults who had either recently purchased or planned to purchase a mattress that costs $2,500 or more in an online survey in February. 

This is the first installment in a series of articles on the survey results. Check the fall issue for triggers for mattress replacement, accessory shopping while buying a mattress at a higher price point, where consumers shop, where they turn for information and more.

Consumer Insights and Mattress Shopping Trends

For the most part, those who bought or planned to buy a higher-priced mattress are college educated (68%), married or living with a partner (74%) and live in the suburbs (50%). Generationally, those who are 55 and older (44%), followed by those between the ages of 30-44 (31%), are more likely to spend more on a mattress. Survey respondents tended not to have children younger than 18 in the home (58% vs. 42%).

More than 65% of respondents had household incomes of $100,000 or more, with 32% earning $150,000 or more.

Looking at those who recently bought a new mattress, 43% spent from $2,500 to $3,499; 19% spent from $3,500 to $4,999. Almost 40% of purchasers laid down $5,000 or more for a mattress. The vast majority (84%) bought the bed for themselves. The remaining 16% said they were buying the bed for a guest room, a child, another family member or a second home.

The breakdown for those who expect to buy a mattress in the next three years follows the same general pattern, with a smaller percentage expecting to spend in the highest price category: 40% anticipate doling out $2,500 to $3,499; 28% believe they will spend from $3,500 to $4,999 and 31% think they will spend $5,000 or more.

As to what they have purchased or intend to purchase, king- and California king-size mattresses win the day. More than 60% of consumers looking to buy a new mattress plan to buy the largest sizes. Those who bought a mattress in the past year purchased a king (39%) or California king (16%). But queen sizes are still popular. Almost 30% of shoppers either bought or planned to buy the size favored by the majority of Americans. 

Hybrid mattresses are also at the top of shopping lists, with 39% of purchasers and 36% of shoppers looking for those models. All-foam mattresses are the next most popular, followed by spring mattresses and adjustable air chambers. 

What Drives Consumer Willingness to Spend More?

So, why seek out a higher-priced mattress? Purchasers overwhelmingly said comfort, support or health benefits of the mattress were the major reasons for their choice (83%). Other answers included reputation of the brand or retailer (59%), technology or innovative materials (52%), customer service or delivery options (42%), construction or materials of the mattress (41%), appearance of the mattress (40%), made in the USA (31%), discounts or financing available (27%) and customization (23%). Respondents could choose all that applied. 

Those who expect to buy a higher-priced mattress in the next few years also chose comfort, support or health benefits as their top answer. But they ranked technology slightly higher than reputation (61% vs. 59%) and construction or materials higher than customer service or delivery options (58% vs. 45%). Other answers fit the same pattern as the purchasers.

The survey broke those answers down even further, based on the amount consumers expected to spend.

Those planning to shop in the $5,000 and above price range were more likely than those in lower price ranges to say appearance (51%) and customization (38%) were major reasons they would be willing to pay that amount.

When it comes to comfort, support or health benefits, shoppers rated “contours to my body” and “temperature control” as the most important criteria. Those who cited technology as a priority for shopping at a higher price point said they were looking for advanced technologies for spinal alignment, pressure relief or lumbar support. Integrated smart technology came in second. 

In contrast, people who recently purchased a mattress for comfort, support or health benefits rated a firm mattress as their top reason. Temperature control was the second most popular answer. When it came to purchasing a mattress based on appearance, 82% of respondents said they purchased their bed based on its soft, luxurious appearance.

Those who expected to purchase a mattress based on reputation noted the mattress brand was most important (85%), followed by retailer reputation (55%). Those who selected construction or materials as an important factor listed durability of construction or materials (66%) as the main benefit.

Consumers Prioritize Feel and Comfort When Spending

While most respondents said they bought a new bed or planned to buy a new bed because of issues with their previous mattress or a desire for a new size or type, eight in 10 classified spending $2,500 or above as a splurge. Perhaps unsurprisingly, more than half of those who spent or planned to spend $7,500 or above strongly agreed their mattress is a splurge item.

Even so, consumers noted that spending more on a mattress is necessary to get the quality they want. And with a higher price tag comes higher expectations. Shoppers said they expect exceptional comfort and an improved sleep experience from their higher-priced mattress. 

One respondent noted: “I want it to feel like I’m sleeping on a cloud. The type of comfort that puts you to sleep almost like knocking you out cold.”

Consumers also anticipate the mattress will be durable, made from high-quality materials, offer supportive design and innovative features. Survey respondents indicated they were looking for temperature control, motion isolation and ways to personalize comfort. 

“Today’s consumers see a mattress not just as a purchase, but as an investment in their well-being,” said Mary Helen Rogers, vice president of marketing and communications for ISPA. “When they decide to spend more, they’re expecting more — premium comfort, innovative features and a truly transformative sleep experience. For many, it’s not just about replacing a bed; it’s about upgrading their lives.”

Consumer Perceptions of Value and Price

The Better Sleep Council survey about higher-priced mattresses asked respondents to name how they felt about the value of a queen-size mattress at various price points. Respondents were those who bought a $2,500-plus mattress in the past year and those who plan to purchase one in the next three years.