According to a recent industry report, towel warmers have been a crucial driver of radiant heating sales in the first quarter of the year.

WarmlyYours  released their “Q1 2025 Industry Report” earlier this week. This report analyzes the sales of radiant heating products (by using WarmlyYours sales data as a proxy for the industry as a whole) within the wider context of the national housing and remodeling markets. One of the most surprising findings in the report was that towel warmers were one of the primary causes of sales growth for the company in the first quarter of this year.

For WarmlyYours, towel warmers grew 13.9% compared to the same period last year. This means that towel warmers went from 17% of all WarmlyYours sales in Q1 2024 to 22% in Q1 2025. The biggest customer channel growth was for Costco (up 86.3%) followed by Home Depot (at 17.9%) and then finally general Ecommerce (up 14.6%).

The most popular towel warmer models illuminated some interesting trends in consumer behaviors. For example, the Tahoe (up 28%) and the Infinity (up 16%) are sleek models with rounded bars that are well suited to blending into a room’s decor while the Grande (up 11%) and the Maple (up 6%) feature large format bars with a flat, rectangular cross section that have a greater focus on surface area contact with the towels for efficient heating. There were also some shifts in the most popular finish options with gold leading the pack at 98% growth, followed by polished stainless steel (up 22.7%) and black (up 5.7%).

This diversification in buyer preferences supports the ongoing expansion of WarmlyYours’ towel warmer product offerings, said Julia Billen, owner and president of WarmlyYours.

“It’s clear that people aren’t just warming their towels, but instead they’re actually upgrading their routines. More and more customers are realizing that a towel warmer isn’t a splurge, it’s a smart little luxury that makes everyday life feel better,” said Billen. “And we’re constantly working to make sure that our line of towel warmers has a solution that’s right for everyone.”

The company plans to offer several new finish options for models in the very near future.

Read the report in full here.