The average amount of time that passes between expenditures varies wildly depending on need and cost. People buy homes on average of every 8 years, cars every 6 years and mattresses around every 9 years.
Think about how much changes in a 5 year time frame in the mattress industry let alone almost a decade! Products, technology, materials, messaging, health concerns not to mention business models (like Bed-in-a-box & e-commerce). The industry may seem to move slowly from year-to-year, but over 10 undergoes a tectonic shifting of great magnitude!
Consumers block out your ads
Consumers are bombarded with impressions, some estimates report up to 10,000 ads per day! Buyers have evolved to "block out" the white noise, but what about when it's time to buy?
Customers get hyper-focused on your ads
If you've ever started shopping for a particular car, you'll start to notice that car all over the place. It's a phenomenon called Recency Bias. Our minds are more receptive to seeing things we have recently devoted attention to.
So if you decided to start shopping for a mattress, you'll quickly become inundated with countless ads, brands, storylines, new technology...and since it's been 10 years since you've shopped for a mattress, you can imagine the shock one would experience trying to make sense of it all!