Buying Pillows Online

Pillows next to computer on orange background
Like other retailers, bedding stores have embraced e-commerce and moved online, shuttering many brick-and-mortar outlets in the process.

Shopping for pillows online is wonderful for a number of reasons:

    • You can shop in your pajamas
    • You can have a glass of wine
    • You save on gas and travel time
    • You can have a second glass of wine
    • You don’t need to wait in line at the store
    • You can easily compare prices and look for the best deal
    • Your purchase is delivered right to your door

While more convenient, shopping from home can be daunting. How can you select a pillow without having felt it? How do you know which pillow will give you a great night’s sleep and which will leave you full of neck pain and regret?

Before you embark on a shopping spree, here are some tips for buying pillows online:

funnels sifter and colander with pillow on green background

Know what you have, know what you like, know what you want:

Are you replacing well-loved pillows that you’ve enjoyed sleeping with? Or perhaps you had a one-night stand with the perfect pillows at a hotel or a friend’s house. If so, find out the type of fill and how many ounces of fill they contain, and look for a close match.

Maybe you’re breaking up with your pillows because they’ve left you hurting one too many times. If this is the case, try to determine what you don’t like about the pillows, so you can search for an alternative.

Know what type of pillow suits your sleeping style:

While this isn’t an exact science, here are some guidelines:

Preferred Sleeping Position

Recommended Support Level

Recommended Fill Type

Front or Back

Soft or Medium

Down or Down Alternative (down pillows are very soft and sinky!)


Medium or Firm

Down & Feather or Feather (pillows containing feathers provide more support than pillows without)

Various Positions


Down or Down & Feather


Read more about the difference between down and feather here.

telephone speech bubble spool of thread and laundry detergent with a pillow on a blue background

Ask questions:

Online descriptions can be vague or brief. Don’t be fooled by words like ‘luxurious’ or ‘comfortable’. Know what you’re looking for, and ask for it.

Fill: What material is the pillow filled with? What is the loft of the fill? How many ounces of fill does it contain? How supportive is this pillow?

Shell: What is the shell made of? (More on thread count here.)

Maintenance: What are the washing and care instructions for the pillow?

Warranty: Does the pillow come with a warranty, and what does that warranty cover?

Other specifications: What are the dimensions of the pillow? Is the pillow exactly as it is pictured online?

Don’t be afraid to ask for advice when searching for ‘the one’. Contact the store and tell them how you sleep, and what you’re looking for in a pillow – let them be your matchmaker!

detective hat, magnifying glass and pipe with pillows on pink background
Vet the brand:

Invest in pillows from a trusted manufacturer and retailer. Look for a brand with positive customer reviews. The staff should be knowledgeable about the products, and the company’s website should provide ample reading and resources. If the company issues warranties and has a fair return or exchange policy, they stand behind the quality of their products.

speech bubble with negative and positive reviews next to stack of pillows on turquoise background
Consult reviews:

Customer reviews provide excellent insight about the quality and longevity of a product, as well as the buying experience with a company. Keep in mind that there is no pillow that is right for everyone. One customer may find a down alternative pillow too soft, while another may find it provides the perfect amount of support. Pay more attention to reviews that highlight construction and quality of a product (such as stitching or leakage issues) than the reviewer’s personal taste.


Are you ready to shop? Put your feet up and pour yourself that glass of wine. Armed with some knowledge and the right questions, you can find the pillow of your dreams without a trip to the store.

Have any tips to add to the list? Have a pillow shopping experience to share? Leave us a comment below! 


Graphics and illustrations by Amanda Nguyen


Hi Colleen, We have made note of your request and will pass it along to the team for consideration! I’m sure there are others looking for something similar.

Canadian Down & Feather Company March 14, 2023

Would love a gel microfibre standard pillow in firm. Your pillows are the best – I just need one a bit more firm than the medium loft (side sleeper).

Any chance you’ll ever make a firm version? I’ll pay more…

Colleen Skerry March 04, 2023

Hi Mona, The Microfiber Down Alternative Pillow is a popular choice for kids. However, the White Down Pillow could work in the Soft support. You’ll find it’s on the flatter side, but smaller bodies need flatter pillows!

Canadian Down & Feather Company February 21, 2023

Hello, I need a good pillow for my 4 year old, should I get soft or medium? Is white down pillow good for him? I got the same duvet for him and it’s perfect. I appreciate your help in advance.

Mona February 21, 2023

Hi Anna, Side sleepers tend to need a fair bit of support in order to achieve even alignment along the head, neck and spine. Side sleepers typically benefit from a pillow containing feather (like the Down Perfect Pillow), as the springy quills are what provide the required support. All down and feather products have some ‘give’ to them and shouldn’t put too much pressure on the ears. These are malleable materials! However, if the ears are really sensitive, you may want to stay away from pillows that are too firm and go with something like the Gel Microfiber Pillow. It’s still fairly supportive, but a gentler support than the Down Perfect. It all comes down to personal preference and sensitivities, but I hope this information helps guide you!

Canadian Down & Feather Company November 18, 2022

I am looking for a pillow for a side sleeper with sensitive ears. Any suggestions?

Anna November 18, 2022

Hi Rebecca, While side sleepers typically need a lot of support, some do prefer a softer pillow! I would recommend the Gel Microfiber Down Alternative Pillow. It’s soft and plush, but provides some gentle support. Down pillows are soft, but probably too soft for side sleeping. They may not keep the head elevated enough for even neck alignment. None of our pillows should cause you to overheat! The cotton shells are quite breathable :)

Canadian Down & Feather Company November 08, 2022

Is there a recommended pillow for a predominantly slide sleeper who likes a bit of softness and malleability and who is a hot sleeper? Thanks.

Rebecca November 08, 2022

Hi Judith, Of course! Email our customer service team, and they can pull up your previous orders.

Canadian Down & Feather October 06, 2022

I bought a pillow from a few years ago if you have it on record.?
I would like the same pillow!I’m a back and side sleeper.

JudithFeldman August 29, 2022

Hi Connie, 5 years is a very rough guideline. Pillows can last longer, but it depends on many factors – how often the pillow is used, how clean the environment is, whether a pillow protector is used, and how much the user sweats / secretes oils (we’re all different!) If the fabric or stitiching of the pillow is very worn, it probably needs replacing. If it has yellowing or an odour, you can try cleaning it before tossing it! For pillows filled with natural materials, like cotton and down, it will compost or biodegrade!

Canadian Down & Feather Company April 22, 2022

What are the signs a pillow needs replacing?
Obviously if feathers start poking out, but just wondering what else?
Is 5 years a guideline? How can I responsibly dispose of old pillows?
My pillow collection includes feather and down, wool, and buckwheat.
Thank you!

Connie Gibbs April 22, 2022

Hi Donna, That depends on the product! We use both local and imported materials. For example, the goose feather in the White Goose Feather Pillows is imported, while the down in the Hutterite Goose Down Pillows is from Alberta. This information is generally stated in the product description, but if you have any questions or need clarification, email us at with the product you’re looking to buy, and we can advise.

Canadian Down & Feather May 24, 2021

Hi, I’m needing to purchace new pillows. I’m wondering where the materials, (down and feathers) for your pillows are from.Thanks you

Donna Cleary May 24, 2021

Hi Sandy, You can find this information on the product page in the ‘Specifications’ section (next to ‘Description’). The Medium contains 17 ounces of fill, while the Firm is 20 oz!

Canadian Down & Feather March 11, 2021

Hi Paula, We don’t sell pillow protectors – we specialize in down and feather products! Most major department stores carry them…Walmart, Amazon IKEA, etc.

Canadian Down & Feather March 11, 2021
Just got a pillow (Hutterite white goose down(. Purple pkg) in Queen size ,wondering what is the ounce weight of a medium fill and also one on the firm fill, Mine says 17 oz
Sandy March 11, 2021

Do the pillows come with pillow protectors? I don’t see them for sale on your site

Paula Chisholm March 11, 2021

Hi Suzanne, Are you looking to purchase the same pillow you bought previously? Just reach out to our customer service team and they can find your old order and provide you the link to the same product.

Canadian Down & Feather Company January 18, 2021

Hi Lia, Thanks for your question! Those are very different pillows! The 850 Loft Hutterite Goose Down is filled with down. This means it is a very soft and sinky pillow. Down is made up of tiny, fluffy clusters which trap a lot of air. That air is squeezed out with the weight of the head, so these pillows compress significantly and don’t provide much support. The Hutterite Down Perfect pillow is a 3-chamber pillow – the inner chamber is filled with feather, which provides excellent support due to the feather quills. The outer chambers are filled with a small layer of soft down, which provide a buffer against the feather. Side sleepers tend to need a lot of support in order to keep proper neck alignment. Down pillows don’t usually provide nearly enough support for side sleepers, so I’d recommend the Down Perfect in this case!

Canadian Down & Feather January 18, 2021

how do i order a pillow with no sku or reference number ? to assure i get the correct product

suzanne jung January 18, 2021

Hi, I’m a side sleeper and at times back sleeper and I’m having a hard time deciding between the 850 Loft Hutterite Goose Down Pillow (Medium) and the Hutterite Down Perfect Pillow (Medium)?What is the main difference between them?

Lia January 18, 2021

Hi Laura, That is peculiar! Have you washed the pillows? How long have you had them for? Feather pillows shouldn’t clump, if properly cared for. We can chat further by email to try to figure out how the clumping happened and set you up with something you may enjoy more!

Canadian Down & Feather Company October 28, 2019

I have a number of lower quality feather pillows that I’ve purchased over the years. They all started out comfortable but gradually developed feather clumps that I can’t seem to get rid of. Is this typical of feather pillows or is it a matter of “you get what you pay for”?

Laura Wright October 25, 2019

Hi I’m plan on buying several new pillows but don’t exactly know just where to start. Would someone be able to assist. I also am aware that The Bay also has a 50% off sale. Which would be more lucrative as I am planning to buy many.
Could someone please advise and assist.

Margaret Lewis September 27, 2019

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