Big Gains for Mattress Sales on Memorial Day

Every year, Memorial Day is known as the best time of year to buy a new mattress as merchants across the country promote special discounts to drive purchases. To get a sense of how sales performed across popular mattress merchants, Edison Trends examined sales at merchants Casper, GhostBed, Helix Sleep, Leesa Sleep, and Tuft & Needle.

Figure 1. Which mattress merchant saw the highest sales during Memorial Day weekend 2018?

Figure 1: Data shows the estimated online Memorial Day weekend sales for retailers Casper, GhostBed, Helix Sleep, Leesa Sleep, and Tuft & Needle compared between May 1-25 vs. May 26-28, 2018, based on the Edison Trends dataset.

Edison Trends discovered all vendors saw higher sales on Memorial Day weekend than they averaged in May prior to that. GhostBed saw the largest increase at 63%, with Tuft & Needle at 61% and Casper at 50%. The value of 100 represents the highest revenue day for a vendor in May, which belonged to Casper on the 28th.

Figure 2. How do average prices of mattresses compare across merchants?

Figure 2: Data shows the estimated online average price per order for Casper, GhostBed, Helix Sleep, Leesa Sleep, and Tuft & Needle between August 2017 and May 2018, based on the Edison Trends dataset.

Additionally, the average price per order has been converging over the last ten months. In August 2017, there was a $546 difference between the average Helix order price, on the high end, and the average Tuft & Needle price on the low end. In May 2018, the difference had narrowed to $280 between Casper on the high end and Tuft & Needle on the low end.

Figure 3. How does sales performance compare between popular mattress merchants?

Figure 3: Data shows the estimated relative trend in monthly online revenue for retailers Casper, GhostBed, Helix Sleep, Leesa Sleep, and Tuft & Needle between August 2017 and May 2018, based on the Edison Trends dataset.

Edison Trends also analyzed sales performance of mattress merchants throughout the past year leading up to Memorial Day. We found that Casper had an excellent April and May, with revenues exceeding their November peak by 4% and their 2018 low in January by about 50%.

Casper, Leesa Sleep and Tuft and Needle have been growing well in the new year, while Helix Sleep grows sluggishly and GhostBed remains flat. Additionally, Tuft & Needle has seen the largest growth in orders, rising about 20% since January.

Figure 4. Which mattress merchant has the most market share?

Figure 4: Data shows the estimated market share for Casper, GhostBed, Helix Sleep, Leesa Sleep, and Tuft & Needle between August 2017 and May 2018, based on the Edison Trends dataset.

Edison Trends’ analysis revealed that between the last five months of 2017 and the first five months of 2018, Casper and Tuft & Needle picked up ground in comparison with the other three vendors. Leesa Sleep and Casper had the largest changes, with Leesa losing 3% and Casper gaining about 3% of the share among these five vendors.

* Figures on graphs have been normalized. A conversion factor has been applied so that the highest sales day for each graph is given the value of 100, and all other days are adjusted by that factor, maintaining the same relationship to each other as before. E.g. 20% in a chart means ‘20% of the sales of the peak period’ (100%).

** The data shown is based on a sample of anonymized and aggregated e‑receipts from more than 2.9 million users in the United States. To learn more about what Edison Trends can do for your business contact us at bizdev@edison.tech. Follow us on Twitter @EdisonTrends.