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Casper sleeps easy on top of the online mattress retailer pile

by Arye Zucker - April 25, 2018

Image credit: HS LEE (via Unsplash)

Casper, Leesa, and Tuft & Needle's online mattress sales accounted for 14.9 percent of all online bedroom furniture sales in 2016. That number seems to be rising as combined sales for these three online mattress retailers grew by 80 percent in 2016 over the previous year.

Since the first quarter of 2015, Casper’s sales have consistently outpaced those of Leesa and Tuft & Needle, two of its main online competitors. In 2016, Casper’s sales grew by 52 percent, double the e-commerce average. Still, Casper’s lead has been shrinking of late as Tuft & Needle and Leesa gain stronger footing.

Bed-in-a-box a sleeper hit among Millennials

Casper hasn’t built itself on any one age group. Yes, its buyers skew largely in the direction of millennials, as do Leesa’s and Tuft & Needle’s, but Casper has a more balanced demographic composition. Its sales are driven, at least partially, by the fact that their buyers are more evenly distributed across age groups.

The city that never sleeps accounts for most online mattress sales

Tuft & Needle and Leesa are far more geographically dispersed than Casper. Casper’s largest market is New York City – if you’ve ever ridden the subway and seen the ads, you would probably assume as much – but it has a miniscule presence in Phoenix, Tuft & Needle’s second largest market. Leesa also has a large presence in NYC and the largest proportional presence  in Washington D.C. and Los Angeles.

Non-mattress sales small, but not insignificant

Casper may be known as “that mattress company” but they also offer sheets, pillows, and even dog mattresses. The non-mattress products they offer make up 17 percent of their online sales in 2017 -  Leesa offers a blanket and Tuft & Needle offers a pillow. While small, this product diversification has contributed to Casper’s lead.

About this data

With a panel of over 4.7 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.