75.3%
buy for themselves or for their home
Personal use (41.8%) plus replacing the towels at home (33.5%). 400 of 531 answers.
Who Brazilians buy towels for: 3 in 4 buy for themselves (2026)
Open data study · Casa da Toalha · September 2026
English edition. The original Portuguese study is at casadatoalha.com.br/pages/estudo-para-quem-toalha-2026. Same figures, same base, same period.
Three in four Brazilians buy towels for themselves. Weddings account for just 4%.
In the United States, 73% of wedding registries include a bath item. In Brazil, the towel is a replacement purchase, made for one's own home. That is what 531 answers from first-time Casa da Toalha customers show, collected between 25 August and 9 September 2026.
The study in five numbers
3.8%
buy for a wedding, engagement or shower
20 answers. In the US, 73% of wedding registries include a bath item (The Knot, 2026).
6.6%
buy the towel as a gift
35 answers. Gifts and weddings together do not reach 11%.
+24%
is the order value of someone moving house
R$ 457 for a new home, renovation or move, against R$ 368 for personal use.
1 in 3
buys to replace what they already have
33.5% are renewing the household set. Almost half of all purchases (44.8%) are a replacement, not a first buy.
"Abroad, the towel goes on the wedding registry. Here each person buys their own, and replaces it when they feel it is time. That changes everything about how you sell."
Ana Carolina Nielson, founder of Casa da Toalha
Finding 1: the towel is a purchase for one's own home
75.3%
Of 531 first-time customers, 75.3% bought for personal use (41.8%) or to replace the towels at home (33.5%). Adding new home, renovation or moving (11.3%), 86.6% of demand comes from the person who will use the towel, not from someone buying it for another.
Post-purchase survey (Fairing), first-time customers, 25 Aug to 9 Sep 2026, n=531.
Finding 2: gifts and weddings together do not reach 11%
6.6% + 3.8%
A gift for someone was 6.6% (35 answers) and a wedding, engagement or shower, 3.8% (20 answers). In the United States, The Knot's 2026 Annual Registry Study (1,759 couples marrying between April 2025 and December 2026) finds a bath item on 73% of registries, behind only bakeware (79%) and cookware (75%). The towel that is a classic wedding gift there is a replacement purchase here.
Fairing, n=531; The Knot Worldwide, 2026 Annual Registry Study.
Finding 3: people moving house spend 24% more
R$ 457
The average order for someone buying because of a new home, renovation or move was R$ 457, against R$ 368 for personal use and R$ 377 for replacing the towels at home. Moving is the moment when Brazilians buy the whole household set at once.
Fairing, order value excluding shipping, 25 Aug to 9 Sep 2026.
Finding 4: hotels and guesthouses are 2.6% of orders, with the highest order value of all
R$ 571
14 answers (2.6%) came from a hotel, guesthouse or professional use, with an average order of R$ 571, 55% above personal use. It is a small cut (n=14) and belongs here as a curiosity, not as a headline.
Fairing, 25 Aug to 9 Sep 2026.
Finding 5: one in three buys to replace what they already have
33.5%
"Replacing the towels at home" was the second most common answer, with 33.5% (178 answers). Added to the new home group, it shows that almost half of all purchases (44.8%) are a replacement rather than the first purchase of a piece. This is the figure behind the next question, already in the field: how often Brazilians replace the towels at home.
Fairing, 25 Aug to 9 Sep 2026, n=531.
Open data table
Post-purchase survey shown at order confirmation (Fairing), first-time customers, 25 Aug to 9 Sep 2026. Average order = order value, excluding shipping.
How to cite this study
Free to use with credit, CC BY 4.0 licence
Casa da Toalha. "Who Brazilians buy towels for", September 2026. Open data CC BY 4.0. Available at: www.casadatoalha.com.br/pages/who-brazilians-buy-towels-for-2026
The charts and the table on this page may be republished with the credit above. Aggregated data available for download below.
Method and limitations
The question appears on the order confirmation screen, for people buying from the shop for the first time, and each customer answers once. There are 531 answers over 16 days, from customers of a single Brazilian online towel retailer, across every state. It is not a survey of the Brazilian population: it is a portrait of who buys towels online.
The wedding cut (20 answers) and the hotel cut (14) are small and may change with more data; that is why they are presented as a curiosity. The average order is the order value reported by the shop, excluding shipping. The period covers the end of August and the beginning of September, outside the wedding season and outside the end-of-year season. The comparison with the United States uses a survey of a different nature (couples building a registry, not towel buyers) and serves as a cultural contrast, not a statistical comparison.
Last updated: 16 September 2026.
Open data: the table with every figure in this study, with no identifiable customer data, is available as CSV: download the study spreadsheet (CSV). 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 Who Brazilians buy towels for, 2026" and, if you can, link to this page.
Does this hold for the whole of Brazil?
No. It is a portrait of people who buy towels online from a single shop, with customers in every state. It works as a behavioural signal, not as a national survey.
Where does the United States figure come from?
From The Knot Worldwide's 2026 Annual Registry Study, with 1,759 couples. It is a survey of a different nature and appears here as a cultural contrast.
Do you have habit data, such as how often people replace a towel?
It has been in collection since September 2026, through the same post-purchase survey. It will become the next study in this series.
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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