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Labor Day Discounts Spark Bedding Pricing Wars

Plus: Coyuchi bets on creator-led organic storytelling.

Author

Avinash Duggempudi
August 27, 2025 • Estimated Reading Time: 5 minutes

Bedding Edit

Here's what's happening this week in the world of bedding eCommerce:
- Coyuchi taps creator Rocky Barnes to drive organic reach
- Avocado lands Good Housekeeping Seal and 2025 awards
- Luxury pivots to sustainability and concierge at Fischbacher
- Cooling sheets with PCM surge in consumer demand
- Purple’s retail push reshapes channel mix and attribution

⏱️How Nécessaire Outpaced Competitors With 47% More Revenue



Nécessaire went into Prime Day with proof that Meta and TikTok were quietly fueling Amazon sales, even when they showed up as “organic.”

Armed with that evidence, they increased spend and beat their peer group with 47% higher revenue. Most teams would’ve cut back and left millions on the table.

👉 Follow Fospha on LinkedIn for data-backed playbooks and real-world learnings from leading retail brands, so you can see exactly how the best are scaling profitably.

📌WEEKLY MUST-KNOWS

Coyuchi tapped creator Rocky Barnes to front “The Place Where Nature Dreams,” anchored in her curated organic bedding collection. Creator-led campaigns continue to move full-funnel performance when aligned to brand values like sustainability and coastal design. Driven by Coyuchi; implications for bedding brands calibrating influencer mix, content, and attribution.

CERTIFICATIONS
Avocado Earns Good Housekeeping Seal For Nine Products
Avocado secured the Good Housekeeping Seal for nine certified organic products, with three also winning 2025 Best Bedding Awards. Third-party validation can lift PDP conversion, unlock claim-safe ad copy, and bolster merchandising during peak sales periods. Driven by Good Housekeeping Institute and Avocado; affects all brands competing on sustainability trust.

Christian Fischbacher announced a renewed sustainability-first product strategy alongside a concierge-driven digital experience and stronger Google Business Profiles presence. Luxury bedding is leaning into traceability and service to defend price premiums and loyalty. Driven by the brand; impacts premium retailers and marketplaces courting high-AOV shoppers.

Early Labor Day pricing is live across Amazon, Puffy, Beautyrest, Avocado, Brooklinen and more, with deep markdowns and bundles. Expect heightened auction competition, tighter margins, and accelerated inventory turns through the holiday window. Driven by retailers and brands; affects promo cadence, bid pacing, and bundling strategy.

🗣️ LEADING VOICES

Signal From Noise: How To Nail TikTok in Five Pillars of Success.

The link below is an interactive guide on how to nail TikTok based on Jay Hunter & Catalina at Mary Ruth's, fantastic session at eTail™ Boston, where they discussed going from $1 to $40M in one year!

Interact with the guide here: https://lnkd.in/eUUwPWVi A write up of their session is also available via ClickZ.com: https://lnkd.in/e9qAiYBn

⚡QUICK READS

Cooling Sheets Trend Gains Steam: WIRED crowns PCM-infused Tencel sheets, signaling demand for heat-management materials and PDP messaging that prioritizes cooling benefits.(More)

Deep Pocket Sheets Reduce Fit Friction: AD spotlights 17–20 inch fitted sheets, reinforcing the need for fit filters, clear size charts, and returns prevention for thicker mattresses.(More)

Smart Bed Climate Control Goes Mainstream: USA Today highlights Tempur-ActiveBreeze with dual-zone cooling, a cue to test smart-sleep bundles and heat-relief creatives to lift AOV.(More)

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