In today’s retail landscape, shoppers have access to millions of products. I would argue that’s a problem.
I recently searched “mattress” on Amazon and was presented with more than 50,000 results. Sure, there are filters for sizes, feel, thickness, price range and other parameters, but if you don’t know what you’re looking for or where to start, it’s hardly helpful. At best, it’s overwhelming. At worst, it might lead to a hurried purchase and long-term dissatisfaction. Unlike Amazon, most retailers can’t be everything to everybody. And they shouldn’t — therein lies the opportunity.
Consumer financial services company Synchrony revealed in its recent Future of Shopping study that “62% of shoppers surveyed believed that their shopping experience would be simpler if stores offered fewer choices.”
Innovation in the bedding industry over the past few decades has given consumers more materials, constructions and accessories to choose from than ever before, from collagen-infused pillowcases to AI-integrated mattresses. Variety is valuable but shoppers aren’t seeking endless options; they want thoughtful assortments that cater to their needs.
That starts with curation. Once primarily used to describe the work done in art galleries, the concept now describes a winning business strategy. In my opinion, product curation is a superpower for standing apart from the competition, particularly for independent bedding retailers.
“Most of the industry still assumes shoppers want more options and more content,” said Julie Towns, vice president of product marketing and product operations at Pinterest, a visual search engine headquartered in San Francisco. “What we’re seeing is the opposite: They want better options, and they solve that through curation.”
According to an August 2025 survey commissioned by Pinterest and authored by The Decision Lab and Morning Consult, “75% of shoppers say having the ability to narrow down choices strengthens confidence in their purchasing decisions.”
Curate isn’t just a buzzword. It’s good business. In a recent post on its blog, online wholesale marketplace Faire wrote that effective product curation has four benefits: a stronger brand identity, increased customer loyalty, higher sales and margins, and, most importantly, reduced decision fatigue.
In-store curation is one aspect, including streamlining your merchandising mix and creating thoughtful physical displays and product stands. But online curation is equally important. Consider adding a regularly updated curated product section to your website.
During the holiday season, gift guides are a fun and easy lift, and in the warmer months, shoppers might enjoy a collection like “summer essentials,” with cooling pillows and sheets and mattresses with phase-change material.
Another form of curation, hyper-personalization, will also become foundational in shopping. And it’s closer than you think. Synchrony’s Future of Shopping survey also found that, by 2030, 81% of those surveyed “expect to see a world with hyper-personalization or ‘just for me’ shopping experiences.”
According to the B2B and B2C commerce platform Sellers Commerce, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This could also lead to repeat purchases, because consumers feel understood.
In an age where consumers have seemingly infinite choices, less really is more. The bedding retailers who edit their assortments thoughtfully and lead with authority are better positioned for long-term growth and besting their competition.
