16.2%
of orders fall on a Sunday
13% above the average day and 20% above Thursday, the weakest one. Checked in two sources.
The day and the hour of the towel: Sunday at 10 a.m. leads in Brazil (2026)
Open data study · Casa da Toalha · September 2026
English edition. The original Portuguese study is at casadatoalha.com.br/pages/estudo-dia-e-hora-toalha-2026. Same figures, same base, same period.
Sunday has become towel-buying day in Brazil. And the hour is 10 a.m.
For the first time Sunday leads the week, after rising four years in a row. In the United States, online shopping peaks on Friday and on Saturday afternoon. That is what 24,276 Casa da Toalha orders placed between January and August 2026 show, alongside four years of measurement.
The study in five numbers
12% to 16%
is how far Sunday rose in four years
12.3% in 2022, 13.7% in 2023, 14.1% in 2024, 15.2% in 2025 and 16.2% in 2026.
10 a.m.
is the towel hour
7.3% of orders. From 8 to 11 a.m. leave 26.8% of the day's orders, in four hours.
1.93%
is the conversion rate at 10 a.m.
Against 1.57% at 8 p.m., the hour with most visits. People browse at night and buy in the morning.
4.3%
is the whole of the small hours
Between midnight and 5 a.m. The trough is 3 a.m.: 21 times fewer orders than at 10 a.m.
"Until last year, the strongest day was Monday. People got to work and bought from the computer. Today they buy from the sofa, on Sunday. That is the hour when they are at home and see what their home and their family need."
Ana Carolina Nielson, founder of Casa da Toalha
Finding 1: Sunday rose every year and took the lead in 2026
16.2%
In the shop's own measurement, Sunday's share of purchases was 12.3% at the end of 2022, 13.7% in 2023, 14.1% in 2024, 15.2% in 2025 and 16.2% in 2026 (January to August). In 2023, 2024 and 2025 the leading day was Monday (15.7%, 15.8% and 16.0%). In 2026 Sunday moved ahead for the first time.
Own measurement (Google Analytics 4), Oct 2022 to Aug 2026; shop orders (Shopify), Jan to Aug 2026.
Finding 2: Brazil buys towels on the opposite day to the United States
Sunday vs Friday
A study of 2.79 million US e-commerce orders, from 1 January to 25 May 2026 (AdScale), points to Friday as the highest-volume day, followed by Thursday and Saturday, with Tuesday at the bottom. The strongest hour there is Saturday at 2 p.m. For Brazilian towels, it is Sunday at 10 in the morning.
AdScale, "When America shops", 2026; Casa da Toalha, Jan to Aug 2026.
Finding 3: ten in the morning is the towel hour
7.3%
10 a.m. concentrates 7.3% of orders (1,775), followed by 11 a.m. (7.2%) and 9 a.m. (7.0%). The 8 to 11 a.m. block accounts for 26.8% of the day's orders, in just four hours. The afternoon, from noon to 6 p.m., has 37.7% across seven hours. The evening, from 7 to 10 p.m., has 22.5%, with a second peak at 8 p.m. (6.6%).
Shop orders (Shopify), 24,276 orders, Jan to Aug 2026, Brasilia time.
Finding 4: Brazilians browse towels at night and buy in the morning
1.93% vs 1.57%
The hour with most visits is 8 p.m. (6.3% of the day's sessions) and 9 p.m. (6.1%). But conversion, the share of visits that turns into an order, is higher at 10 a.m. (1.93%) than at 8 p.m. (1.57%) or 9 p.m. (1.46%). The research happens on the sofa, at night; the decision comes the next morning.
Own measurement (GA4), Jan to Aug 2026, 1,320,341 sessions and 20,655 transactions.
Finding 5: the small hours barely exist
4.3%
Between midnight and 5 a.m. happen 4.3% of orders (1,034 in eight months). The trough is 3 a.m., with 0.34% of the total: 21 times fewer than at 10 a.m. Saturday, which many people imagine as the shopping day, is the fifth day of the week (13.9%), behind Tuesday (14.6%) and Friday (14.1%).
Shop orders (Shopify), Jan to Aug 2026.
Open data tables
Shop orders (Shopify), 1 Jan to 31 Aug 2026.
The shop's Google Analytics 4, transactions by day of the week, Oct 2022 to Aug 2026.
How to cite this study
Free to use with credit, CC BY 4.0 licence
Casa da Toalha. "The day and the hour of the towel", September 2026. Open data CC BY 4.0. Available at: www.casadatoalha.com.br/pages/brazilian-towel-shopping-day-and-hour-2026
The charts and the tables on this page may be republished with the credit above. Aggregated data available for download below.
Method and limitations
The orders come from a single Brazilian online towel and household linen shop, across every state, between January and August 2026, timed at the moment the order was placed, in Brasilia time. The four-year series comes from the same shop's Google Analytics, which counts fewer orders than the shop itself (15.6% fewer in 2026, because of cookie blocking and consent), but splits the days of the week the same way: in 2026 both give 16.2% to Sunday.
The hour and the day of the purchase also depend on when the shop advertises and sends email; part of the 10 a.m. and 8 p.m. peaks may reflect that, and not only the customer's habit. The comparison with the United States uses another company's base, across several sectors and another part of the year, and works as a contrast, not as a statistical comparison. A towel is one product; the pattern may differ in other categories.
Last updated: 16 September 2026.
Open data: all 24 hours and all 7 days, line by line, plus the Sunday series by year, as CSV: download the study spreadsheet (CSV). Source: Casa da Toalha, shop orders (Shopify) Jan to Aug 2026 and Google Analytics 4 Oct 2022 to Aug 2026. CC BY 4.0 licence. Free to use with credit.
Frequently asked questions about this study
Can I use these figures in an article?
Yes. The study and the spreadsheet are open, under a CC BY 4.0 licence. Just credit "Casa da Toalha, study The day and the hour of the towel, 2026" and, if you can, link to this page.
Is Sunday the strongest day across Brazilian e-commerce?
There is no way to claim that. The data comes from a single shop and a single product, the towel. It works as a behavioural signal, not as a portrait of the sector.
Why does the long series come from Google Analytics and not from the shop?
Because the shop's current platform only holds data from December 2025. Google Analytics has measured the same shop since October 2022 and, in 2026, gives the same 16.2% to Sunday.
Where does the United States figure come from?
From the study "When America shops", by AdScale, with 2.79 million orders from 1 January to 25 May 2026. It appears here as a contrast.
Casa da Toalha since 2009
About Casa da Toalha and press contact
Casa da Toalha is a Brazilian online shop specialising in towels and bed, table and bath linen. Founded in August 2009 by Ana Carolina Nielson, the company is based in Brusque, Santa Catarina, and holds a registered trademark with the Brazilian patent and trademark office (INPI). On Reclame Aqui, Brazil's main consumer reputation platform, it has earned the RA1000 seal, most recently recorded in June 2026; the rating is recalculated every month and the valid figure is always the one on the official profile. Since 2026 it has published an annual study on the Brazilian towel market, with open data. More at casadatoalha.com.br.
Press: financeiro@casadatoalha.com.br. All editions at www.casadatoalha.com.br/pages/estudos.
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