Social media platforms, like TikTok, are now influencing shopping decisions, even in the mattress industry - yet, I personally wouldn't trust it to select my bed.
The landscape of mattress shopping has undergone a significant transformation, with social media playing an increasingly prominent role in the decision-making process. Over the past year, a growing number of consumers, particularly younger demographics, have turned to platforms like Instagram and TikTok for pre-purchase insights and reviews[1][3].
According to a survey conducted by the National Bed Foundation (NBF) in 2025, 20% of consumers used social media to research mattress purchases, marking a rise from 17.5% the previous year[1][3]. This trend is particularly prevalent among the 25-34 age group, where 38% use social media for mattress research, and 30% of 16-24-year-olds also engage in this practice[1][3].
Navigating the Challenges of Social Media Research
While social media offers a convenient way to gather initial impressions about mattresses, it is crucial for consumers to be aware of potential drawbacks. One such issue is the influence of brand sponsorships on reviews, which can lead to biased opinions[2].
Another challenge is the lack of personalization that social media platforms offer. They may not adequately reflect the nuances of individual preferences and needs, as mattress preferences can vary widely[2]. Furthermore, social media is susceptible to misinformation and false claims, which can negatively influence purchasing decisions[2].
In addition, social media reviews are often brief and lack detailed insights into long-term performance, durability, or potential health impacts associated with certain mattresses[2]. Lastly, social media can sometimes prioritize brand recognition over actual product quality, leading consumers to focus more on the brand's popularity rather than its suitability for their needs.
Despite these challenges, social media can still provide valuable pre-purchase insights. It is essential for consumers to complement their research with more in-depth reviews from trusted sources and to be cautious of potential biases and misinformation.
The Rise of Quality Purchases and Sustainable Choices
Timing your purchase to coincide with mattress sales can help you buy quality for less, with Black Friday in November being the best time to shop[1]. Consumers are spending more on a mattress, with the average amount spent increasing from £595 to £645 ($805 to $874 US dollars)[1].
Pricier mattresses often have better durability, use higher quality materials (such as latex or wool), or have specialist features (such as cooling)[1]. Additionally, there's more to a bed than just a mattress, with divan and bedstead sets and accessories like pillows, duvets, sheets, and mattress protectors becoming increasingly popular[1].
In recent years, there has been a growing trend towards organic mattresses and bedding, as natural materials help with cooling and offer a more eco-friendly alternative[1]. Seventy-three percent of survey respondents were willing to pay more for a greener mattress[1]. Younger shoppers were most likely to prioritize sustainability in their mattress purchases[1].
In conclusion, while social media offers a convenient way to gather initial impressions about mattresses, it is crucial for consumers to complement their research with more in-depth reviews from trusted sources and to be cautious of potential biases and misinformation. By carefully considering your sleep needs and preferences, you can navigate the evolving landscape of mattress shopping and find the perfect bed without breaking the bank.
[1]: National Bed Foundation (NBF) survey, 2025 [2]: Writer's personal observations [3]: Combined data from multiple sources, including the National Bed Foundation (NBF) survey, 2025 and other relevant studies
- In addition to exploring new trends in fashion-and-beauty, home-and-garden, and lifestyle, consumers increasingly use social media for pre-purchase insights on home products, such as mattresses, to gather initial impressions.
- Beyond merely focusing on brand popularity, those interested in the fashion-and-beauty, home-and-garden, and lifestyle dimensions should be mindful of the need for sustainability and quality when deciding on a greener mattress, as these aspects become more prevalent in the market.
