(Last Update: 07/11/2024)


  1. Timing is Key: The best times to buy mattresses are during major sales events like Black Friday, Cyber Monday, and holiday weekends (Memorial Day, Labor Day). These periods often offer the steepest discounts.
  2. Seasonal and Insider Sales: Look for seasonal clearance sales, especially in late summer and early fall, when new models are released and older models are sold at a lower price. National Sleep Week in March also brings special mattress deals.
  3. Smart Shopping Strategies: Utilize online platforms and official brand websites for exclusive discounts. Be wary of constant sales and read the fine print to avoid faux discounts. Consider bundle deals and check for free delivery options to maximize savings.

Everyone knows the importance of a good night's sleep, but only some know the significance of best mattress sales and deals in achieving this.

In today's saturated market, distinguishing between genuine deals and marketing gimmicks can take time and effort. The best mattress can revolutionize your sleep quality, but the price tag can often be a hurdle.

What if I told you that with savvy shopping techniques, you could own the bed of your dreams without burning a hole in your pocket?

Dive in as I set the stage for smart shopping, unveiling the secrets to navigating the world of mattress sales, discounts, and deals from top brands. Sleep soundly, both in comfort and in savings.

Mattress buying guides are a shopper's best friend during this sale.

This one of you. Enjoy!

Seasonal Sales and Summer Clearance

Traditionally, the day after Thanksgiving, Black Friday offers some of the steepest discounts on various products, including mattresses. The deals usually extend to Cyber Monday, giving shoppers an extended window to snag great deals online.

Summer Clearance:

As brands prepare to release new models in the fall, the summer becomes an opportune time to purchase discounted mattresses. Late July to early August is a prime window for these clearance sales.

Mattress Industry Insider Dates

New Model Releases:

Typically, mattress companies unveil their newest models in early fall. This means older models are frequently discounted to clear out inventory. Keep an eye out for announcements from big brands, usually during late summer to early fall.

National Sleep Week:

National Sleep Week occurs annually during the second week of March. It raises awareness of the importance of good sleep. Mattress companies often participate in this campaign, offering special deals to entice customers. Could you mark your calendars to ensure you get all the information?

Overstock and Closeout Sales

Overstock occurs whenever manufacturers produce more mattresses than retailers can sell. These excess mattresses are often sold at a steep discount. While these sales can occur anytime, they're frequent when businesses are keen to improve their balance sheets at the end of a financial quarter.

Holiday Promotions

Nearly every holiday, from Presidents' Day to Memorial Labor Day weekend, sees mattress sales. Retailers capitalize on these long weekends by offering impressive discounts and enticing shoppers with deals. If you align your mattress shopping with these holidays, you will likely walk away with a comfortable deal.

Memorial Day:

Brooklyn Bedding offers a Memorial Day Sale with up to 25% off mattresses and other sleep products and a Labor Day Sale with up to 20% off mattresses and other sleep products.

In conclusion, while good mattress deals can pop up throughout the year, knowing these specific times and insider dates can drastically improve your chances of securing the best possible deal. Happy shopping!

Memorial Day:

This holiday falls on the last Monday of May, a popular time for mattress sales. Many mattress retailers offer discounts of up to 25% off mattresses during this time.


Memorial Day, Remembering and Honoring our Heroes (Canva)

Labor Day:

Labor Day is synonymous with some of the most enticing mattress deals of the year. As the long weekend approaches, many eagerly anticipate the best Labor Day mattress sales, hoping to snag a good deal on their dream bedding.

One of the highlights of the Labor Day sale is the array of hybrid mattresses up for grabs. Combining foam's comfort with springs' resilience, a hybrid mattress is especially recommended for those who want medium-firm support.

Black Friday:

This holiday falls on the Friday after Thanksgiving, the year's biggest shopping day. Many mattress retailers offer discounts of up to 50% off mattresses during this time.

Cyber Monday:

This holiday falls on the Monday another day of big sales for mattresses. Many mattress retailers offer discounts of up to 40% off mattresses during this time.

New Year's Day:

This holiday falls on January 1st, a popular time for sales. Many mattress retailers offer discounts of up to 30% off mattresses during this time.

Presidents' Day:

This holiday falls on the third Monday of February, a popular time for bed sales. Many mattress retailers offer discounts of up to 25% off mattresses during this time.

The President Day Is Great for buying a mattress

Credit: Canva


This time of year is often a good time to find bed sales. Many retailers offer discounts of up to 20% off mattresses to help students prepare for the new school year.

Mattress Industry Sales Event:

This event usually takes place in the spring and fall, and it is a good time to find mattress sales. Many mattress retailers offer discounts of up to 30% off mattresses during this event.

Trusted Online Platforms

Official Brand Websites:

Nectar Memory Foam Mattress

Nectar Memory Foam Mattress (Credit: Nectar Sleep)

The Nectar mattress, renowned for its comfort, often sees significant sales during key seasons.

These memory foam mattresses are designed to help sleepers stay cooler, enhancing the quality of rest.

Whether it's during summer clearances or winter promotions, the Nectar memory foam bed emerges as a top choice for those seeking a cooler, more comfortable night's sleep.

Many mattress brands offer exclusive discounts directly on their websites. Signing up for their newsletters or joining loyalty programs can grant you access to these unique deals.

Sleep Number does offer mattress sales

Sleep Number® c4 Smart Bed (Sleep Number)

They have various promotional events throughout the year, including major holiday sales like Memorial Day, Presidents Day, and Black Friday.

During these sales, Sleep Number typically offers significant discounts on their smart beds and other sleep products. For example, during the Presidents Day sale, they offered discounts up to 50% on selected smart beds, which could result in savings of up to $3,700 on models like the Sleep Number 360 iLE Limited Edition Smart Bed​ (Home Page | Sleep Number)​​ (Real Simple)​.

Sleep Number frequently has seasonal promotions and financing options available, providing opportunities to save on their innovative mattresses and accessories​ (Home Page | Sleep Number)​.

Birch Natural Mattress

Birch Natural Mattress (Credit: Birch)

Save big on a new bed with Birch Natural Mattress. With their best mattress deals, you can get up to 20% off their organic mattress made with organic cotton. They offer two free pillows with the purchase of any mattress. Here are the seasons when Birch Natural Mattress offers sales and discounts:

  • Memorial Day: Save up to 20% off.
  • Labor Day: Save up to 25% off
  • BlackFriday: Save up to 30% off
  • Cyber Monday: Save up to 35% off
  • New Year's Day: Save up to 25% off

Avocado Green Mattress

Avocado Green Mattress, known for offering some of the best mattresses, often has sales during holiday seasons. Their green mattress supports various sleeping styles—side, stomach, or back sleepers—ensuring a good night's rest.

Avocado Mattress: Where Technology Meets Dreamy Sleep

Credit: Avocado Green Mattress

Tempur Pedic Mattress

Tempur Pedic Mattress (Credit: Tempur Pedic)

Tempur Pedic, renowned for its adjustable bed bundles and bed frames, often announces sales during major holidays.

Catering to all sleep styles—from stomach sleepers to side and back sleepers—their popular beds excel on the firmness scale, ensuring better sleep with minimal motion transfer.

Saatva Mattress

The beauty of the Saatva Mattress (Credit: Saatva)

Saatva stands out as a game-changer in the contemporary mattress landscape. This mattress brand has garnered widespread attention and appreciation by seamlessly integrating luxury features with affordability.

Saatva Classic Mattress: A Glimpse into Excellence

The Saatva Mattress, renowned as a hybrid mattress, harmoniously blends pocketed coils with memory foam.

This medium-firm mattress has been crafted meticulously to cater to varied sleeping needs. With layers that offer both soft comfort and extra support, it's the embodiment of sleep luxury.

Layer-by-Layer Breakdown

  • Pocketed Coils: Individually encased, these coils promise personalized support and significantly diminish motion transfer.
  • Memory Foam mattress: This layer adeptly contours to the sleeper's body, ensuring impeccable pressure relief.
  • Transition and Comfort Foam: Acting as a bridge between the memory foam and coils, the transition foam offers a cushioned and supportive feel, while the top comfort foam layer bestows an unsurpassed plushness to the sleeping experience.
  • Saatva offers a free waterproof mattress protector with any mattress purchase.

Ideal for Diverse Sleepers

Side sleepers, in particular, stand to gain immensely from the Saatva Classic Mattress. Its pressure-relieving properties ensure that typical pressure points like shoulders and hips remain cradled throughout the night.

The memory foam mattress has an inherent temperature-regulating feature is a blessing for hot sleepers who often need to sleep cooler.

Seasonal Sales and Deals

Saatva, in its endeavor to make luxury sleep accessible, offers the best mattress deals during prominent holiday seasons.

Whether you're looking to usher in a rejuvenating new bed experience or seeking an unmatched night trial period, Saatva's mattress sales during these seasons are not to be missed.

Saatva Classic Mattress: Luxury meets restorative sleep nightly

Credit: Saatva

Bear Elite Hybrid Mattress

Bear offers sales and discounts:

Memorial Day: Save up to 25% off

  • Labor Day: Save up to 30% off
  • Black Friday: Save up to 50% off
  • Cyber Monday: Save up to 40% off
  • New Year's Day: Save up to 30% off
  • Mattress Industry Sales Event: Bear Hybrid Mattress participates in the Mattress Industry Sales Event, usually in the spring and fall. During this event, they offer discounts of up to 30% off mattresses and other sleep products.

Bear also offers occasional sales and discounts throughout the year. You can sign up for their email list to be notified of upcoming sales and promotions.

Bear Mattress ensures recovery as you dream

Credit: Bear Mattress

Nest Bedding

Nest Bedding Natural Latex Mattress (Nest Bedding)

Nest Bedding typically offers the best deals during major holiday seasons. Their beds are designed for all, from combination sleepers to back sleepers, ensuring everyone sleeps cooler. Side sleepers, who prefer the softer side of the mattress firmness options, can also find comfort.

For those who aren't looking to replace their entire mattress, the sale is still of interest. Mattress toppers, designed to rejuvenate older mattresses or adjust firmness levels, come at enticing discounts.

But it's not just about mattresses. Bed frames, often overlooked during a mattress hunt, also see significant markdowns. Investing in a robust frame during sales can ensure your new mattress has the additional comfort and support it deserves.

The Perks of Free shipping

In the mattress industry, "free shipping" often refers to complimentary services enhancing customer experience and value.

For instance, the Nectar Memory Foam Mattress, Avocado Green Mattress, Birch Natural Mattress, Saatva Mattress, Bear Star Hybrid Mattress, Nest Bedding, and Helix Mattress all offer free shipping.

This free shipping perk simplifies the purchasing process, removing hidden costs and making high-quality mattresses more accessible and appealing to a broader range of customers seeking comfort and convenience.

Brick-and-Mortar Store Strategies

Price Matching:

Many physical stores are willing to match or even beat the prices offered by their online competitors. Always go armed with information. If you spot a deal online, show it to the store manager and negotiate.

Showroom Sales:

While the digital marketplace is booming, physical showrooms still want to attract customers. Often, they'll host sales, especially during weekends or holidays, which can be comparable to or sometimes even better than online deals.

Spotting Faux Discounts

Beware of Constant Sales:

If a store or site always seems to have sales, their "original" prices may be inflated, making the discounts less genuine.

Read the Fine Print:

Some deals might look great at first glance but come with conditions like a shorter warranty or no return policy. Always scrutinize the details before committing.

Using Deal Aggregator Sites

Reliable Aggregators:

Websites like Slickdeals or Honey gather deals from various sources, presenting a curated list of genuine offers. They often have user reviews and ratings, which can offer insights into the deal's legitimacy.

The Eight Sleep Pod (Credit: Eight Sleep)

Bundle Deals and Bedding Offers

Buy in Sets:

Many mattress brands and retailers offer significant discounts when you buy a mattress with a box spring, bed frame, or even pillows. Buying in a bundle can result in savings compared to purchasing items individually.

Helix Midnight Mattress: Tailored comfort for every sleeper

Credit: Helix

Helix Mattress

Helix Midnight Mattress is offering two free Dream Pillows with the purchase of any new mattress.

The free Dream Pillows are made with a combination of memory foam and shredded memory foam, and they are designed to provide support and comfort for all sleep positions. The pillows are also machine-washable and come with a 100-night trial sleep period.

Rested Pillow Mattress

Rested Pillow Mattress offers two free pillows with the purchase of any full-size or larger bed.

GhostBed Mattress: Where Technology Meets Dreamy Rest

Credit: GhostBed

GhostBed Mattress:

They offers sales and discounts:

  • Memorial Day: Save up to 25% off
  • Labor Day: Save up to 30% off
  • BlackFriday: Save up to 50% off
  • Cyber Monday: Save up to 40% off
  • New Year's Day: Save up to 30% off
  • Mattress Industry Sales Event: GhostBed participates in the Mattress Industry Sales Event, usually in the spring and fall. During this event, they offer discounts of up to 30% off beds and other sleep products.

GhostBed currently offers two free pillows with the purchase of any mattress. The pillows are the GhostBed Luxe Pillows.

Tuft & Needle: Simplicity, Comfort, Perfection combined

Credit: Tuft & Needle

Turf & Needle

Turf & Needle frequently offers sales during major holiday seasons. Their Mint mattress, a crowd favorite, often sees discounts, making it a sought-after choice.

Tuft & Needle: Tuft & Needle offers a free mattress protector with the purchase of any bed.

Look for special deals, especially on select mattresses, to ensure the best savings during their promotions.

Purple Mattress:

A Synonym for Comfort and Innovation

Purple has rapidly positioned itself as a front-runner among online mattress brands, consistently pushing the envelope of mattress technology and design.

Their distinct approach has resulted in a fusion of comfort, durability, and cutting-edge science.

Purple's Signature Offerings

  • Hybrid Mattress Excellence: A perfect blend of pressure-relieving memory foam and springs, offering support and comfort.
  • Diverse Mattress Types: From their standard designs to the luxury hybrid mattress, there's a bed tailored for everyone.
  • Exceptional Pressure Relief: Their unique construction ensures that sleepers of all types experience maximum comfort, reducing stress on pressure points.

Unbeatable Deals and Quality

Purple not only promises a new bed that redefines sleep but also offers some of the best mattress sales in the industry. For those seeking the apex of sleep solutions, Purple remains a top choice.

Purple Mattress: Revolutionary support meets cooling technology

Credit: Purple Mattress

Price Matching and Negotiation Tactics

Do Your Research:

Research prices across various platforms before heading to a store or finalizing an online purchase. Armed with this knowledge, you're in a stronger position to negotiate or ask for a price match.

Don't hesitate to Haggle:

While many online platforms have fixed prices, brick-and-mortar stores often have some wiggle room. It never hurts to ask for a better deal, especially buying multiple items.

Utilizing Coupons and Loyalty Programs

Sign Up & Save:

Many brands reward new subscribers with discounts for signing up for their newsletters. This can be a straightforward way to shave a percentage off the purchase price.

Stay Loyal:

Loyalty programs often come with perks like exclusive sales, birthday discounts, or points for every purchase, which can be redeemed for discounts later. If you have a favorite brand, this can lead to significant long-term savings.

The Layla Adjustable Mattress (Credit: Layla Sleep)

Understand Return Policies and Trial Periods

Take Advantage of the Sleep Trial Period:

Many mattress companies offer sleep trials, allowing customers to test air mattresses and return it if it doesn't suit their needs. This can save you from an unsatisfactory investment.

Be Aware of Restocking Fees:

While returns can be a boon, some companies charge restocking or return fees. Knowing these in advance can prevent unexpected expenses.

Shop During Off-Peak Seasons

Midweek Discounts:

Believe it or not, some stores offer better deals during the middle of the week when foot traffic is lower. It's worth checking out prices on a Wednesday versus a weekend.

Some mattress companies offer free pillows. Purple offers a free Purple Harmony Pillow by purchasing any Purple mattress. The Harmony Pillow is made with Purple's proprietary Hyper-Elastic Polymer, designed to provide pressure relief and cooling comfort for those who want to feel cooler in their sleep. Casper also offers a free Casper Pillow by purchasing any Casper mattress.

Off-Season Sales:

After the holiday season or when sales are typically slow, retailers might drop prices to entice buyers.

Consider Financing Options

0% Interest Deals:

Some retailers or brands offer 0% interest financing deals, allowing you to pay off a mattress over time without additional interest costs.

Store Credit Cards:

Sometimes, opening a store credit card can lead to immediate savings on a purchase. Understand the card's terms and pay it off promptly to avoid interest.

These strategies can lead to impressive savings on your next mattress purchase, ensuring your sleep and wallet remain undisturbed.

Return Policies and Trial Periods

When investing in a mattress, it's crucial to understand the return dynamics. A mattress in a showroom might feel great for a few hours but could be uncomfortable after a full night's sleep.

A good return policy or trial period offers the security of knowing you can swap or return the bed if it doesn't meet your expectations.

Warranty Considerations

A warranty can indicate the manufacturer's trust in their product. However, not all warranties are created equal. Here's what to keep an eye on:

Length of Warranty:

While some mattresses come with a 10-year warranty, others can offer up to 25 years or even a lifetime warranty. This provides an insight into the expected lifespan of the product.

What's Covered:

Some warranties only cover specific defects or issues. It's essential to understand what is and isn't covered. For instance, a warranty might cover spring or foam defects but not wear and tear from regular use.

Delivery Fees and Setup Costs

The size and weight of mattresses can mean significant delivery costs. Here's what you should consider:

Free Delivery:

Some brands or stores offer free delivery as a part of the purchase. This can result in considerable savings, especially for larger mattresses.

Setup Charges:

While some services will drop the bed at your door, others might offer to set it up in your bedroom for an additional fee. Decide whether this service is worth the added cost based on your comfort level and capability.

Material and Construction

The build of the best mattress can significantly impact its comfort, durability, and price. Whether it's memory foam, latex, innerspring, or a hybrid mattress, each has pros and cons. Research each type to determine which aligns with your sleeping habits and preferences.

Size and Thickness

While the size of the original mattress (twin, full, queen, king, etc.) is a fundamental consideration based on your bed frame and room size, the thickness of a bed can also play a role in comfort, especially for those with back or joint issues.

Importance of Genuine Customer Reviews

Real feedback from customers who've experienced the product firsthand is invaluable. Genuine reviews offer insight beyond promotional material, highlighting a product's good, bad, and unforeseen nuances.

They provide potential buyers with a more holistic understanding of what to expect, helping to bridge the gap between expectation and reality.

Red Flags in Promotional Reviews

Not all reviews are created equal. Some might be promotional, misleading, or even fake. Being aware of these red flags can guide you to make informed decisions:

Too Good to Be True:

If every review is overwhelmingly positive without a hint of criticism or objective feedback, approach with caution.

Generic Statements:

Reviews that are vague and lack specific details about the product might be promotional or fake. Authentic feedback usually contains particulars about the user's experience.

Using Reviews to Gauge Mattress Longevity

Reviews can serve as a timeline, showcasing how a product fares. Here's how:

Updates Over Time:

Some customers update their reviews after months or years, providing insights into the product's durability. Such updates can be goldmines of information.

If multiple reviewers mention an issue that arose after a specific duration, it can indicate a potential longevity concern with the product.

Filtering and Sorting for Relevance

Most platforms allow you to filter or sort reviews. You can prioritize the most recent feedback, highest or lowest ratings, or even those with pictures. These filters can help you find the most relevant information based on your value.

Balancing Reviews with Personal Needs

While reviews are an excellent resource, balancing them with personal requirements and preferences is essential.

For instance, the best mattress might have mixed reviews based on firmness, due to the fact that what's too firm for one person might be perfect for another. Always consider reviews in context with your unique needs.

Memory Foam vs. Innerspring Deals

The Evolution of Memory Foam:

Memory foam, initially designed for NASA airplane seats in the 1960s, has since become a popular choice for bedding due to its ability to conform to the body.

Over time, it has diversified into various types, like gel-infused memory foam mattress, each bringing unique advantages to the bed.

Typical Discounts on Memory Foam:

Brand Promotions:

Some brands, especially those exclusive to memory foam mattresses, offer discounts during anniversaries or milestone celebrations.

Overstock Sales:

With the continual introduction of new foam technologies, older models often get discounted to clear out inventory.

Innerspring Mattress Dynamics:

Innerspring mattresses, characterized by their coil support systems and adjustable bases and select adjustable mattress sets, have been a bed staple for decades. They come in different varieties, such as pocketed or continuous coil systems.

Finding Innerspring Deals:

Holiday Sales:

These traditional mattresses frequently get discounted during major holidays like Memorial Day.

Closeout Sales:

As innerspring models update, older versions often become available at slashed prices.

Hybrids and Their Price Points

Defining Hybrid Mattresses:

Hybrid mattresses combine the best of both worlds, usually featuring a coil system topped with memory foam or latex foam layers. This blend offers the contouring of foam and the resilience of springs.

Zinus Dream Pillow Top 10" Hybrid Mattress (Credit: Zinus)

Common Price Points for Hybrids:

Luxury Models:

High-end hybrid mattresses often feature advanced materials and technologies and tend to be pricier but can have significant markdowns during sales.

Entry-Level Models:

More basic hybrid mattresses offer fewer features but are generally more affordable and can have competitive discounts.

Factors Influencing Hybrid Discounts:

Material Quality:

The quality and type of materials used, such as natural latex or proprietary foams, can influence the initial price and the depth of discounts.

Brand Reputation:

Established brands might offer lesser discounts than newer or less-known brands trying to make a mark in the industry.

Seasonal Hybrid Sales:

Many brands release new hybrid models seasonally, leading to discounts on older models. Monitoring these patterns can alert you to potential deals.

Organic and Natural Mattresses on Sale

The Rise of Natural Bedding:

Natural and organic beds have become popular with increasing awareness about sustainability and health. These mattresses avoid synthetic materials and harsh chemicals, leaning towards natural latex, organic cotton, and organic wool only.

Typical Discounts on Natural Mattresses:

Eco-Friendly Holidays:

Days like Earth Day can be an opportune time for sales of eco-friendly products, including natural mattresses.

Brand Initiatives:

Brands promoting sustainability might offer discounts as part of their mission to encourage eco-conscious buying.

Awara Mattress

Awara Natural Hybrid mattress (credit: Awara Sleep)

Awara's Commitment to Nature

Awara, a leading mattress brand, crafts its beds with dedication to sustainability, prominently featuring organic cotton and plush New Zealand wool.

Key Features

  • Hybrid mattress design for optimal comfort
  • Extended trial period for a worry-free mattress purchase
  • Seasonal Hybrid mattress deals, especially during major holidays

Finding the Best Sleep

With Awara's organic mattress offerings, securing the best mattress sale while ensuring a sound sleep in a new bed becomes a seamless experience.

Awara mattress: Natural elements cradle you nightly

Credit: Awara

Organic Certifications and Their Impact on Price:

Certified Organic:

Beds with certifications like GOTS (Global Organic Textile Standard) or GOLS (Global Organic Latex Standard) can command higher prices but might have limited discounts due to the stringent requirements for certification.

Natural vs. Organic:

While both terms denote eco-friendliness, "organic" is a regulated term, ensuring the absence of synthetic chemicals. "Natural" mattresses might be more affordable and see deeper discounts during sales.

Balancing Cost with Benefits:

Though organic and natural mattresses might come with a heftier price tag, their long-term benefits to health and the environment can make them worth the investment. Monitoring sales and understanding the differences between natural and non-organic mattresses can help find the best deal without compromising quality.

Understanding the intricacies of each mattress type, from their construction to typical discount patterns, is paramount for savvy shopping.


As I conclude, remember that the mattress world is vast and varied, with countless options tailored to different needs.

While hunting for deals is essential to ensure you get value for your money, it's equally crucial to maintain a steadfast focus on quality.

After all, a bed isn't just a purchase; it's an investment in your well-being and comfort in your own home.

Frequently Asked Questions

Do expensive mattresses always mean better quality?

Expensive mattresses sometimes equate to better quality. While price can indicate premium materials or craftsmanship, it's essential to consider factors like comfort, durability, and individual needs. Research and reviews often provide a clearer picture than price alone.

What is the best month to buy a bed mattress?

September and May are often the best months to buy a bed. Retailers frequently discount old stock in September to make way for new models, while May sees price cuts in anticipation of Memorial Day sales.

What company sells the best mattress?

Determining the "best" mattress company is subjective, as preferences vary. Brands like Tempur-Pedic, Saatva, and Purple have garnered acclaim for quality and innovation. However, individual sleep needs, and reviews should guide one's choice.

Who makes the best budget mattress?

For budget mattresses, brands like Zinus, Lucid, and Linenspa have gained recognition. They offer affordable options without severely compromising comfort or durability, but personal preferences and specific needs should always influence the final decision.

Which mattresses does Consumer Reports recommend?

To secure the best price on a new mattress, research sales during holiday weekends, compare prices online, utilize price-match guarantees, and consider brand promotions or clearance sales. Checking reviews and ratings can also guide value-driven decisions.

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