The article discusses the current Valentine's sale by Emma, a mattress brand, where customers can enjoy significant discounts on various mattress models. The sale, running from February 10th to 23rd, features discounts of up to 25% on mattresses, bedding, and sleep essentials. It particularly highlights an attractive size-up promotion, allowing customers to upgrade to a larger mattress size while only paying for the next smaller one, which runs from February 13th to 16th.

One of the most notable offers during this sale is the Emma Original Elite Mattress, which has had its price cut by 25%, resulting in savings of up to £165 depending on the chosen size. Other models such as the Emma Original Pro, Original, and Original Lite are also available at reduced prices, enabling customers to select from a variety of options that suit different budgets. The promotion is designed not only to enhance customer satisfaction but also to address common issues related to sleep quality and back pain, suggesting that Emma mattresses are positioned as a solution for those suffering from such ailments.

As the sale emphasizes substantial savings and promotes the potential health benefits of its products, it reflects Emma's strategy to attract new customers and retain existing ones by aligning their products with consumer needs, particularly for those who prioritize comfort during sleep. By targeting back pain issues, they enhance their appeal and potentially increase their market share in the competitive mattress industry, especially during a season known for consumer spending on gifts for loved ones.