Merchandise Spotlight: Down Comforters

“Generally, they understand the consumer is making a major purchase,” says Padgitt. “You don’t take a purchase like that lightly. They do everything they can to make it easy for the customer to get a feeling of comfort.”

Cuddledown devotes an entire spread to “How to Choose a Down Comforter.” Using four weather-related icons to indicate the seasons, it details which comforter works best for each climate, bedroom temperature and heated beds. Piled high in the middle of the spread are the four types of comforters offered, so customers can compare the finishes. Each comforter’s characteristics are also outlined briefly at the bottom of the page.