George Sinclair, Owner at retailer Nimbus Beds, talks about how the pandemic changed mattress buying for good.
Lockdown Lifestyle
The COVID-19 pandemic reshaped nearly every aspect of consumer behaviour, and the mattress industry was no exception. What began as a temporary shift to online shopping and home-focused spending has evolved into a permanent change in how people research, shop for, and value their sleep products.
The Rise of the Home as Sanctuary
During lockdowns, people spent more time at home than ever before. Bedrooms transformed into multi-functional spaces, offices, retreats, even gyms. This led to a newfound appreciation for comfort and quality, with consumers more willing to invest in their sleep environment. Mattresses, once a practical purchase, became a cornerstone of self-care. Sleep quality was no longer a luxury, but a necessity tied to physical and mental wellbeing.
Digital-First Shopping Takes the Lead
As physical stores closed, mattress retailers had to pivot quickly to digital platforms. Brands that already had a strong online presence thrived, while others rapidly adapted with virtual consultations, online mattress finders, and improved e-commerce infrastructure. Many customers made their first-ever mattress purchase online during this time, discovering the ease of delivery, trial periods, and returns.
Now, even with stores reopened, the digital-first approach remains dominant. Consumers are comfortable making high-ticket purchases online, provided they receive ample guidance and social proof through reviews, testimonials, and influencer content.
Health and Hygiene Take Centre Stage
The pandemic heightened awareness around cleanliness and wellness, pushing consumers to prioritise hypoallergenic materials, antibacterial fabrics, and mattresses with removable, washable covers. Brands responded with cleaner production standards, more transparent material sourcing, and innovations aimed at promoting healthier sleep environments.
A New Level of Customer Expectation
Customer service expectations also evolved. Lockdown life made people more reliant on responsive, human support from brands. From flexible delivery windows to generous return policies, companies were expected to be understanding and adaptable. The bar has now been permanently raised.
What This Means for the Industry
The post-pandemic consumer is digitally savvy, wellness-focused, and values transparency and convenience. Mattress retailers must continue to offer hybrid shopping experiences. Combining in-store touch points with digital tools and create marketing that reflects the emotional and health benefits of quality sleep.
The pandemic didn’t just change how people buy mattresses; it redefined why they buy them. Comfort, health, and peace of mind are now the drivers of purchase decisions. A shift that is likely to shape the industry for years to come.
