Sleep Country, Canada’s leading specialty sleep retailer, is celebrating its 30th anniversary this year as it has developed into a nationwide brand with over 300 storefronts.
To commemorate this significant milestone, Sleep Country said in a news release that it commissioned Leger to conduct an in-depth survey about evolving sleep preferences, behaviors of recent years and how sleep affects different aspects of Canadian lives. According to the study, half of adults in this country, a figure representing nearly 16 million people, said they have trouble sleeping, said the retailer.
“As we mark our 30th anniversary, we not only celebrate our journey and unwavering commitment to better sleep but also reflect on our nation’s current sleep quality and how Sleep Country can continue leading the way in sleep innovation and solutions for all Canadians, for the years ahead,” said Stewart Schaefer, President and CEO of Sleep Country Canada.
“This milestone is a testament to our ability to adapt, and stay ahead of the curve in an ever-changing industry. The insights from our latest survey will guide us as we continue to educate Canadians on the importance and power of sleep.”
Key findings from the survey include:
- Half of Canadians (48 per cent) have trouble sleeping, with over 80 per cent not feeling well rested when they wake up, and 64 per cent citing mood swings, lower energy, and decreased productivity as the most common side effects of a bad night’s sleep;
- Nearly one in three (31 per cent) Canadian adults are less satisfied with their sleep habits than they were just a year ago, with stress, mental overactivity, and room temperature topping the list of sleep disruptors;
- Technology has significantly disrupted the sleep patterns of more than half of Canadians over the past five to 10 years, with over 60 per cent reporting an impact. Interestingly, four-in-10 Canadians stated that they use technology to improve their sleep such as, meditation or relaxation apps, sound machines, white noise apps and sleep tracking app, highlighting the complex relationship between our devices and our well-being;
- In a bid for better sleep, 50 per cent of Canadians avoid caffeine, heavy meals before bed, and create cozy sleep environments to build healthier bedtime routines;
- Sleep is the cornerstone of mental health, with two-thirds of Canadians noticing a dramatic mood boost after a good night’s rest, and 65 per cent recognize the deep connection between sleep and mental well-being;
- Nearly four out of five (78 per cent) Canadians stated that poor sleep contributes to feelings of anxiety and depression;
- For over 90 per cent of Canadians, their bed isn’t just for sleeping—it’s a sanctuary of comfort and relaxation – where Sleep Country has been a steadfast companion;
- On average, Canadians sleep for an extra half-hour on weekends compared to weekdays, with women more likely than men to use their days off to catch up on rest; and
- Mattress satisfaction is closely related to sleep quality. Canadians who are extremely satisfied with their mattress are 30 per cent more likely to report high-quality sleep.
Earlier this summer, Sleep Country Canada kicked off the anniversary campaign with a brand love spot, which turned the camera towards consumers to capture the special moment of the best “happy birthday” of the day and the intimate spaces where laughter, tears, triumphs, and dreams come to life , and where Sleep Country Canada has been a steadfast companion.
As part of the second half of its anniversary celebrations, Sleep Country Canada is launching their 30th anniversary event featuring throwback pricing and dreamy deals aimed at giving back to the loyal customers who have supported the brand over the years. The campaign features retro inspired spots, where Sleep Country’s co-founder Christine Magee steps back into the advertising spotlight after previously representing the brand since it began 30 years ago.
“For our 30th anniversary, we wanted to create a campaign that was more than just a look back for Sleep Country,” said Nuno Bamberg, Senior Vice President, Brand & Marketing, Sleep Country Canada. “We wanted to reconnect with the roots of our brand, blending the retro vibes of the 90’s with fresh creativity. This campaign is about taking our customers on a journey through time, back to where it all began, and sharing that nostalgia with them.”
Sleep Country also operates under these retailer banners: Dormez-vous, the rest, Endy, Silk & Snow, Hush, and most recently acquired Casper Canada. The Company has omnichannel and eCommerce operations, including 307 corporate-owned stores and 18 warehouses across Canada.
Related Article: Sleep Country Canada Opening 1st Silk & Snow Shop-in-Shop with Plans for Standalone Stores
