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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 Teryl, Back sleepers tend to need moderate support and side sleepers tend to need firm support. Folks who sleep on their back and side usually benefit from something moderately firm that can provide enough support for side sleeping without propping them up too much for back sleeping. The Down Perfect Pillow in Medium would be a popular choice. However, it’s important to note that personal preferences can vary, as can body size/weight, mattress firmness, and other health factors like injury. Has your doctor recommended a soft or firm pillow to you? It may be best to check with them first, as the above is just a rule of thumb!

Canadian Down & Feather Company

Hi Laurie, Side sleepers tend to need a fair bit of support, and back sleepers need moderate support. Usually we would recommend something with moderate support, and that can be achieved with feather (something like the Down Perfect Pillow in Medium). However, it seems like you have some unique needs. If you prefer a flat and soft pillow, down is definitely the way to go! A down pillow in Soft or Medium should work well.

Canadian Down & Feather Company

Hi Terri, Yes, The longer the pillow the more it will depress into the center with the weight of the head. Similarly, Queen will sink down more than Standard size. Even though the larger sizes contain more fill, this is just inevitable. There’s more space for the fill to be compressed out to either side. If this is of concern, I would opt for a shorter pillow – even Standard! Or, you could opt for a pillow made of foam slab or some other material that can’t move around like feather or down.

Canadian Down & Feather Company

I suffer from neck issues. Headaches waking up and stiff. I mainly sleep on my back but end up on my side as well. Recommendations please?


I am predominantly a back sleeper and sometimes on my side. I had a major back fusion and like a flat/soft pillow. My current feather pillow is roughly 80+ years old. I know it is time for a new one. My dilemma is feather or down. Which would be a better option?

Laurie C.

I am questioning a king or queen pillow. My son has a king bed but is only using this pillow for sleeping. He sleeps on his stomach or side. I have heard with the king pillow, it often feels emptier. He has always had a queen which has now been destroyed. Which would u recommend.

Terri campion

Hi Deanna, All down and feather products trap air, and are therefore malleable and foldable. Feather pillows are more robust, so while you can smush and fold them, they’re going to be fairly hefty and thick. If you need a lot of support, you may want to go with a feather fill. Down pillows are quite soft so they fold and mold really easily – if you like to fold your pillow, down fill is often ideal because the height of the pillow after folding shouldn’t be too high.

Canadian Down & Feather Company

I am in need of a new pillow and wondering which is best for crunching and molding. My arms are usually around or under my pillow and sometimes I’m hugging it.



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

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

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

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.


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

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


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

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.


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

Canadian Down & Feather

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.


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

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

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

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

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

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

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


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

Paula Chisholm

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

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

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

suzanne jung

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?


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

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

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

Hi Leanne, We have 3 different goose down pillows. The White Goose Down Pillows (blue packaging) are made with 575 loft goose down and 260 thread count cotton. The Hutterite Goose Down Pillows (purple) are made with 700 loft goose down farmed in Alberta and 400 thread count cotton. The 850 loft Hutterite Goose Down Pillow (red) are made with 850 loft goose down and 500 thread count cotton. If you can send us an email with some more details about your pillows, we can help you find a match! :)

Canadian Down and Feather Company

I have had goose down pillows for years and I cannot find the same! Help!


Hi Chris, Great question! Our Down Perfect pillows are 3 chamber pillows. The inner chamber, which contains 90% of the total fill, is filled with feather. The outer chambers are filled with down, and this accounts for 10% of the total fill weight. The down in these outer chambers is at least 75% down cluster. I hope this helps!

Canadian Down and Feather Company

Hi! Your website says that a product has to be at least 75% down to be labeled as a “down” product, but in one of the answers, you say that your “down pillows” are 90% feather and 10% down. Can you clarify the discrepancy there? Thank you!

Chris G.

Hi Leslie, Both the Down Perfect Pillow and the Hutterite Down Perfect pillow are composed of 90% feather and 10% down. The Down Perfect Pillow contains goose feather and 575 loft goose down and features a 255 thread count shell. The Hutterite Down Perfect Pillow contains duck feather and 700 loft duck down farmed by the Hutterites in Alberta, with a 400 threadcount shell. They are the same in terms of support level!

Canadian Down and Feather Company

I am looking at the Hutterite Down Perfect pillows…what is the ratio of down to feathers in them? And how do they compare to the “Down Perfect” other than in price?

Leslie Crawford

I want 100% down standard pillows. I have always washed my own pillows using a runner to pound and thoroughly drying them, is there a sale coming up? And how can I order? Can you help or recommend another company thanks.


Hi Geraldine, Thanks for your question! Of course there can be variation according to personal preferences/needs, and I would recommend speaking to a doctor if you’re experiencing quite a bit of pain to see what they recommend. Generally, side and back sleepers need a medium support pillow (Medium Down Perfect Pillow is quite popular). This should provide enough support for side sleeping without propping the head up too much for back sleeping. I hope this helps.

Canadian Down and Feather Company

I would like to know which pillow would be best for me. I get tons of headaches and stiffness in my neck. Which should I purchase? I sleep on side and back.

Geraldine Andrews

Hi Jennifer. The type of pillow you’re describing is a down pillow. Our down pillows are in the red, purple and light blue packaging! :)

Canadian Down and Feather Company

Hi Betty,

The Down Perfect Pillow contains 90% feather, 10% down. We believe the 3-chamber design is best for comfort. The outer layers of down prevent you from feeling the feather quills. I hope this helps!

Canadian Down and Feather Company

I want to replace some well-loved pillows that I purchased from you a good 15 years ago. I believe that they’re the “soft” type. They can easily be folded and scunched up. They don’t return to the original shape on their own, like memory foam ones do – they need to be fluffed. I find most pillows, even feather ones, far too over stuffed for my liking. Do you still offer this sort of loose down pillow?

Jennifer Broughton

I am looking for the perfect pillows but I do want white goose feathers with down – what is the percentage of each and also is it better to have the pillow mixed with both in the case or is it better to have an inner core of feathers and outer core of down.
Thank you

Betty Grant

I like a heavier pillow that doesn’t bounce back to the shape once you lift your head from it. Would I be looking for a soft or medium pillow with a higher down or higher feather percentage?

Brad White

I want a feather pillow in queen and King size and medium support I have one I buy in Germany 37 years ago since I being trying to get a new ones but is so hart to fine a good quality so I want to know The warranties of you products and how to care the pillows.
Thank you!

Cristina Cavezas

Hi Sandi, It’s about 90% feather, 10% down! :)

Canadian Down & Feather Company

What is the feather to down ration on your medium king size feather and down pillow

Sandi Yang

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