State of Mattress Buying 2026: How U.S. Shoppers Research, Choose and Regret Mattresses

Buying a mattress can start long before a shopper makes a purchase. To map the modern mattress-buying journey, Amerisleep surveyed 1,006 U.S. adults who had either bought a mattress in the past year or were actively shopping for one. Their responses trace how shoppers recognize when it’s time for a replacement, where they research their options, what drives their final decision, and what happens after they buy.

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From Replacement Signs to Research

The mattress-buying journey often begins well before shoppers start comparing products. Even after recognizing the need for a replacement, many take years to act and use a mix of familiar and newer tools once their search finally begins.

Americans waited an average of 5 years on a mattress they already knew needed replacing before finally buying a new one. Baby boomers waited the longest, at 6.8 years on average, followed by Gen X (6.7 years), millennials (5.3 years), and Gen Z (4.0 years).

Those delays may carry a cost. Research published Verified Source National Library of Medicine (NIH) World’s largest medical library, making biomedical data and information more accessible. View source in Frontiers in Sleep, which surveyed a nationally representative sample of 1,055 U.S. adults, found that people sleeping on mattresses 10 or more years old reported significantly lower satisfaction with comfort, firmness, and temperature than those with mattresses three years old or newer.

Recognizing the mattress as the problem wasn’t always immediate in our survey, either. More than 1 in 3 Americans (36%) admitted they had blamed their pillow, stress, or age for poor sleep before considering their mattress. That blind spot was most common among Gen Z at 40%, followed by millennials and Gen X (36% each) and baby boomers (22%).

Most shoppers were also aware of their sleep preferences, but that didn’t always affect their purchase decisions. While 82% said they knew what kind of sleeper they were, only 40% let that information influence the mattress they bought. Another 12% didn’t know their sleeper type, while 7% only figured it out while shopping.

Once shoppers started researching, Google was the most common starting point, with nearly half (49%) beginning their search there. AI had also become part of the process for 37% of mattress shoppers. Use was highest among Gen Z at 39%, followed by Gen X (37%), millennials (36%), and baby boomers (32%).

That reach extends past the research phase — a separate Amerisleep survey found 1 in 8 Americans now use AI chatbots in the hour before bed, with millennials leading at 17%. But reach isn’t the same as reliability. That growth raises a practical question about what these tools can actually assess.

The reason why AI can’t pick your mattress comes down to the personal variables a language model has no access to, including body weight, sleep position, and temperature sensitivity. All exactly what determines whether a mattress works.

AI has embedded itself deeply enough in daily life that it now surfaces in sleep itself — 1 in 5 Americans report having dreamed about it.

Price and Mattress Type Drive the Decision

Once shoppers begin comparing mattresses, practical considerations can quickly narrow the field. Budget and mattress type offer two clear ways for buyers to sort through their choices.

Price was the most widely cited factor in the mattress decision, influencing 73% of buyers. Shoppers set an average spending ceiling of $982 for the mattress itself, though that limit varied considerably across generations.

Gen X had the highest average spending ceiling at $1,109, followed by baby boomers at $1,054 and millennials at $1,022. Gen Z shoppers were prepared to spend considerably less, setting an average maximum of $606.

Memory foam was the leading mattress type, accounting for 37% of what shoppers had bought or planned to buy. Hybrid mattresses followed at 29%, while 11% chose or planned to choose innerspring, 3% latex, and 2% airbeds.

Looking ahead to what they would choose next time, 32% selected memory foam, 30% hybrid, 8% innerspring, 3% latex, and 2% airbeds.

The Purchase Is Not Always the End

Bringing home a mattress doesn’t necessarily end the buying journey. Many recent buyers continued adjusting their sleep setup afterward, while regrets and too many choices created additional challenges for others.

Nearly 2 in 3 recent buyers (63%) kept investing after purchasing their mattress, adding toppers, bed pillows, and bedding to personalize their sleep. On average, they spent about $74 on these additional items.

More than half of buyers (58%) had at least one regret about their purchase, while 42% had none. The most common complaint was that the mattress didn’t relieve pain (19%), followed by choosing the wrong firmness or comfort (18%). Another 12% felt they had bought too quickly, and 12% wished they had tried the mattress in person first.

For some shoppers, the challenge came before a purchase happened. One in 3 (33%) had delayed or abandoned buying a mattress because the available options were too confusing. A large selection with unclear product details can make it harder for shoppers to move from researching mattresses to confidently choosing one.

Timing may play a role in some of those regrets. A separate eachnight survey of more than 1,000 Americans found that 72% had made an online purchase after their usual bedtime, spending an average of $165 on post-bedtime purchases over the past year.

Nearly a quarter (23%) in that survey reported buyer’s remorse, and 31% had forgotten making the purchase at all. For a decision as significant as a mattress, shifting research and checkout to daytime hours gives shoppers a better chance of evaluating their options clearly.

FAQs

How long do most people wait before replacing a mattress?

Americans in our survey waited an average of 5 years after first recognizing their mattress needed replacing before actually buying a new one. Baby boomers waited longest at 6.8 years, while Gen Z acted fastest at 4.0 years.

How much should I expect to spend on a mattress?

Shoppers in our survey set an average spending ceiling of $982 for the mattress itself. Gen X budgeted highest at $1,109, while Gen Z set the lowest average maximum at $606.

Do people use AI to shop for mattresses?

Yes, 37% of mattress shoppers used AI tools somewhere in their search, though Google remained the more common starting point at 49%. Use was fairly consistent across generations, ranging from 32% of baby boomers to 39% of Gen Z.

What matters most to people when choosing a mattress?

Price was the single most cited factor, influencing 73% of buyers. Mattress type was the other major sorting mechanism, with memory foam leading at 37% of purchases or planned purchases, followed by hybrid at 29%.

Do people regret their mattress purchases?

More than half of buyers (58%) reported at least one regret, while 42% had none. The most common complaints were that the mattress didn’t relieve pain (19%) and that they chose the wrong firmness or comfort level (18%).

How much do people spend after buying a mattress?

Nearly 2 in 3 recent buyers (63%) kept spending after their purchase, adding toppers, bed pillows, and bedding. Those additional items averaged about $74.

Why do so many people put off buying a mattress?

Beyond the 5-year average delay after recognizing the need, 1 in 3 shoppers (33%) had delayed or abandoned a purchase entirely because the options felt too confusing. Unclear product details across a large selection make it harder to move from research to a confident decision.

Do people know what kind of sleeper they are before they shop?

Most do, as 82% said they knew their sleeper type. But only 40% let that knowledge influence the mattress they bought. Another 12% didn’t know their type at all, and 7% only figured it out during the shopping process.

What the Modern Mattress Journey Looks Like

The modern mattress purchase stretched from recognizing the need for a replacement to researching, budgeting, choosing, and even making adjustments after the mattress arrived. Shoppers most often turned to Google to start their search, but AI had already become part of the research process for more than a third of shoppers, while price remained the strongest decision factor.

At the same time, long replacement delays, post-purchase regrets, and confusion over available choices showed that finding the right mattress wasn’t always straightforward. Simplifying that path from first search to final purchase can help more shoppers feel confident in the mattress they choose.

Methodology

Amerisleep surveyed 1,006 U.S. adults about how they shop for and buy mattresses. Respondents either bought a mattress in the past 12 months (45%) or were actively shopping now (55%), and represented a mix of genders and generations across the country.

The generational breakdown was 50% millennials, 23% Gen X, 20% Gen Z, and 7% baby boomers. By gender, 55% were women and 45% men. Data was collected in August 2026.

About Amerisleep

Shopping for a mattress can feel like a lot, especially when price, comfort, and a hundred product details are all pulling for your attention. Amerisleep makes it simpler, with mattresses and sleep products designed to help you build a comfortable sleep environment.

Whether you lean toward memory foam or hybrid, there’s a range of firmness levels and budgets to choose from, so you can skip the guesswork and find a bed that fits your needs and helps you rest better.

Fair Use Statement

This information may be shared for noncommercial purposes only. Please provide proper attribution and a link back to Amerisleep when referencing or sharing these findings.