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The UK’s ‘numero uno’ for vacuum packed mattresses
Bargain mad Britons could be wrecking their chance of a good night’s sleep because they would rather scrimp on the price of a new mattress – and save on the time needed to try it out.
According to the results of a major, European wide survey* into consumer bed buying habits, the UK tops the league when it comes to lack of sleep. 45% of us claim not to get enough compared to an average of 35% across the rest of Europe.
Yet despite close on half of us feeling we don’t get enough sleep, less than one in 10 Brits have yet to make the link between poor sleep and the quality of their bed or mattress. Only 9% thought the quality of their bed/mattress disturbed their sleep while twice as many (18%) of their more ‘rested’ counterparts in Europe have sussed the connection between good sleep and good beds.
According to the new study, part funded by the UK’s National Bed Federation, British bed buyers are also more price sensitive than their European counterparts with 52% saying price was important to their purchasing decision as opposed to 45% across the rest of Europe. Indeed 41% of those questioned in the UK agreed that they would only buy a mattress if it was on sale – only 16% of those questioned across Europe said special discount offers were important. And 73% of bargain-hunting Brits won’t pay more than £750 (1,000 euros) for a double mattress.
Could it be this pre-occupation with price that drives so many Brits to buy online? Jessica Alexander, executive director of The National Bed Federation certainly believes there’s a link: “Online is quite definitely where a lot of budget mattresses are sold and if people don’t try before they buy, no wonder so many of them don’t feel they are getting a good night’s sleep.
“Buying online certainly has a role to play in today’s world and it’s not exclusively the domain of bargain beds – some very good mattresses can be bought on the internet too. But our advice to people would always be to try before you buy so that you can be sure the mattress you are buying is comfortable for you. It’s a very subjective purchase and what’s right for one person doesn’t suit another.”
Copyright © 2016 The Sleep Council, All rights reserved.
*The UK survey was conducted by InSites Consulting, commissioned by the European Bedding Industries’ Association (EBIA) to examine European consumers’ perceptions and expectations of mattresses. The research, was conducted across 10 countries (Belgium, Holland, France, Germany, Spain, Austria, Italy, Sweden, Switzerland and the UK) involved interviewing 500 consumers in each country with a focus on those who had either bought a bed in the past year or who were intending to buy one in the next year.