trends

Kink Report: Retailers Discuss Maximizing ‘Fifty Shades’-Inspired Sales

If the words “Fifty Shades of Grey” don’t trigger even the slightest need to roll your eyes, then you haven’t been in the pleasure products industry very long. Like every Hollywood pop phenomenon, the books and film have been overplayed and marketed to death. Despite our love/hate relationship with Christian and Ana, it’s still impossible to deny that “Fifty Shades” has done more for adult retail in just under a decade than all of our manufacturing, distributing and selling efforts combined. The positive shift in mainstream attitudes towards sexual behavior has helped elevate adult boutiques from back-alley secret to front-and-center mainstays.

The acceptance and popularity of “Fifty Shades”’ intimate themes has brought adult retailers more than just a larger client base. Our understanding of consumer behavior has evolved and, in many ways, completely changed. Demand can no longer be met by a few different styles of rabbit vibrators and furry cuffs, usually sold by sales associates who take a back seat in the buying experience. Consumers have become more savvy and bold in what and how they purchase as well as how they interact with retail pleasure experts. Though it’s almost two years to the release date of 2018’s “Fifty Shades Freed,” retailers are already leveraging their knowledge to create shop spaces that blend education and a broad range of sensual products.

Everybody’s into something and it’s our job to figure it out. -Jennifer Downey, Ambiance

“Everybody’s into something and it’s our job to figure it out,” says Jennifer Downey, CEO of Ohio retail chain Ambiance. Her sensual wellness-centered approach encourages sales staff to engage clients and develop loyalty through a unique understanding of their needs. “It’s up to us to make them feel comfortable enough to talk about their wants and desires,” says Downey. “Once you do, it’s easy to match the right product to the customer.” Ambitious salespeople, like many boutique-style staff, are a new breed. Gone are the days of the bored, uninterested clerk hiding behind a magazine. Downey’s team isn’t just selling. They’re earning the trust and confidence of clients who are becoming more informed about the market offerings. “The best salesperson asks questions and then listens carefully,” says Downey. In the case of “Fifty Shades”-type products, “it’s also important to find out if your customer has tried any type of bondage before,” she notes. “If you don’t ask that question, you may scare them off if you go right to the heavy leather hogtie restraints, instead of the soft silky tie restraints.”

As consumers become more comfortable with experimentation, a diversity of product offerings will give retailers a competitive edge. The client who purchased their first vibrator only a year ago may have quickly ramped up their play by their next visit. “Soft restraints and blindfolds will always be our No. 1 jumping-off point for customers wanting to explore BDSM,” says Erin McLaughlin of The Garden and The Chamber stores in Columbus, Ohio. Longtime toy buyers like McLaughlin understand the need to fulfill all experience levels and consumer desires. “The products that have surprised me in their popularity among people who would not identify as being in the “the lifestyle” is electro-stim,” says McLaughlin. “I had a gentleman in a suit and tie come in and ask for electro.” True to the trend form, if the media promotes a sexual act, the pleasure product industry can say goodbye to any prior taboo associations. “I asked him where he had even heard of it,” McLaughlin said. “He and his wife saw it on a show on HBO and were intrigued.” McLaughlin’s large retail space gives her the advantage of providing stepping stones as customers transition to more intense levels of play. “We have the unique opportunity to have a separate fetish store, The Chamber,” she notes. “That has allowed us to use space in The Garden to help introduce fetish to new players and then send them to The Chamber once they are more experienced. The two stores market fetish very differently.”

Now that the initial shock and taboos of the saga have worn off, pleasure product businesses will need to focus on more than just E.L. James’s brand recognition. The majority of retailers agree that the book release was the pinnacle of the “Fifty Shades” revolution. The movie prompted a small upward spike, but nothing has come close to matching the intense boost bolstered by the original publication. However, stores can still get creative in anticipation of “Fifty Shades Freed.” Most consumers are already well aware of what to expect in the black-and-grey displays that greet them. Kegel balls, blindfolds and cuffs have become bedroom drawer staples over the last several years. “The brands that have been developed around ‘Fifty Shades’ are well-known, sure-fire sellers,” says Branden Burks of Nalpac Distributors. “They’re innovative, high-quality, and cohesive.” Rather than dragging out the same Ye Olde Fifty Shades kiosk from 2011, spruce up pre-movie shop displays with new items that will intrigue veteran fans and maintain the attention of first-timers. Says Burks, “These new brands have not only changed the landscape of the industry’s offerings, but have also led to many upsells, helping other lines as well.” Stick with the recognizable grey ties, whips and crops, and black sashes to lead clients back to their favorite, familiar promotional section. Once there, allow them to discover a wealth of products that will take them beyond the trend. Adding in wellness items like couples’ vibrators, all-natural lubricants, and positioning aids does double-duty for customer retention and sales. Mr. Grey devotees will find more reasons to continue updating their bedroom collections. New fans will quickly learn that their fun doesn’t have to end with what they’ve seen on screen.

“Fifty Shades of Grey,” despite all criticisms, has brought sexual wellness the kind of attention it has deserved all along. Taboos aren’t lost easily, and leave it to Hollywood to popularize BDSM into an easily digestible merchandising opportunity. Though the hardcore lifestyle players may still roll their eyes, that probably won’t stop them from popping in for a new leather flogger. Boutiques of all sizes can lead the way into the future of sexual health with product diversity, education and an attentive, passionate staff.

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How Sextech Is Helping Pioneer a New Approach to E.D.

Erectile dysfunction is no longer just an issue affecting older men — there has been a significant increase in younger people seeking help for ED, with numbers climbing globally.

Julia Margo ·
opinion

How to Advise Beginners on Shopping 'Animal Play' Toys

An important aspect of sex that doesn’t get talked about enough is exercising our imaginations. Letting our minds run wild gives us the chance to try new positions, play with new parts of the body, add toys and accessories, or even create a completely made-up fantasy world where we can pretend to be an entirely different species.

Rebecca Weinberg ·
opinion

Strategies for Navigating Content Restrictions on Social Media

Welcome to the “seggsual” wellness industry, also known as the “s//xual wellness industry” or “s-eggs-ual” wellness industry. Why so many aliases? Because mentioning what we actually do can torpedo our marketing efforts on social media platforms.

Scarlett Ward ·
trends

A Look at the Global Trends Shaping the Pleasure Products Industry

Multiple factors are shaping the pleasure landscape, including technological advancements, innovations in product design and sustainability, the impact of digital marketing and ecommerce, and the varying degrees of openness toward sexual wellness the industry encounters across different territories.

profile

WIA Profile: Kate McGregor

Ask Kate McGregor’s colleagues and co-workers, and they will likely tell you that she was always destined to do great things, wherever she landed — but that they are glad McGregor’s path led her to the colorful world of vibrators and butt plugs.

Women In Adult ·
profile

Electric Novelties Execs Reflect on Company Origins, Mission

When Zach Goode first crossed paths with Electric Novelties over 20 years ago, both he and the company were deeply entrenched in the apparel world. Goode was handling sales for a friend’s novelty T-shirt company, Sik World, while Electric specialized in sexy lingerie and clubwear.

Ariana Rodriguez ·
profile

Sensual Distributors Ltd. Blends Real-Life Love Story, Passion for Pleasure Biz

This local brick-and-mortar is a “mom and mom” operation led by co-owners Alana Thompson and Angini Singh, a lesbian couple who overcame their country’s strict, religious culture to create a sexual wellness boutique that serves their unique community.

Colleen Godin ·
opinion

How History Drives Marketing Strategies Today

Thanks to the efforts of activists, sex educators and members of marginalized communities, products like sex toys, lubricants and adult films have become much less stigmatized, and much more visible and accepted in the public sphere today.

Hail Groo ·
opinion

BAFTA Nominations Highlights Importance of Gender-Neutrality

While the Brit Awards have paved the way for gender inclusivity by introducing gender-neutral award categories, it has recently been confirmed that the British Academy of Film and Television Arts (BAFTA) awards will not follow suit.

Scarlett Ward ·
opinion

How to Explain Wax Play to Shoppers

When it comes to candles in the bedroom, most folks think of them as a great way to create a sexy ambiance. For folks who enjoy wax play, however, candles are also a kinky way to heat things up. While it may sound daunting to the uninitiated — because, you know, fire and hot dripping wax — wax play can be a fun and accessible sensation-play option, as well as an excellent intro to BDSM.

Rebecca Weinberg ·
Show More