This article originally ran in the February 2016 issue of AVN magazine. Click here to see the digital edition.
Valentine’s Day is still the time of year when the average vanilla shopper is more likely to venture into an adult boutique. What are they buying? AVN spoke to retailers and distributors to find out about the latest trends. Although the same words can have different definitions depending on the user (note “romantic” directly below), we spotted some similarities in their observations.
Romancing the Body
“We use ‘romantic’ to refer more to things that are not toys but more body products,” Searah Deysach, owner of Early to Bed in Chicago, told AVN. “Massage oils and candles, nipple nibblers, edible body oils and the like. Stuff that I think of as more R-rated rather than XXX. For Valentine’s Day, I think a lot of people are looking to make a more drawn-out sensual evening of it, so we encourage—and see an uptick in—anything that helps make sex a full-body experience, rather than going right for the genital-pleasing toys. I think massage candles will be warming up a lot of folks this V-Day.”
“The first thing that comes to my mind is ‘setting the mood,’ basically,” said Eldorado Senior Buyer Dennis Jones. “That category of products. Candles, stuff like that. There are romantic board games, body flavorings, edible undies, honey dust and flavored body dust. Body paints.”
“Romance items are big,” said Tamara Bell of the Home Pleasure Party Plan Association. “Colors like pinks and reds in vibes, a lot of very soft items like massage oils, massage mitts, candles. creams, rose petals, things that are ‘non threatening,’ unlike like toys that vibrate.”
“People are getting more creative,” according to Crystal Goldberg of 69 Adult Novelties in Sherman Oaks, Calif. “I’m getting people asking for rose petals. System JO’s Dona line has fake rose petals in different colors and they’re infused with pheromones. The massage candles are really popular right now. You burn them and they turn into massage oil. Chivalry is coming back, I’d say: I’ve gotten a lot of men in the store trying to get nice, romantic things for their women. They’re also incorporating pink.”
Chelsea McCain, director of novelties at AdultEmpire.com, is also on board with massage oils and massage candles: “Great foreplay items! Light the candle to set the mood, it melts, pour the wax on the partner. ... Same with just the basic oil. Who doesn’t like a good massage? Also, with items like these, there also comes the purchase of rubber sheets, which we have noticed a major increase in sales.”
Bundled Up
Whether assembled by manufacturers or retailers, kits or bundles make multi-item purchases easy for consumers and retailers.
“A majority of the manufacturers are putting kits together. We also suggest that our party planners put bundles together. That’s our number-one thing,” Bell said. “We stress bundling because it makes it better for our consumer. They don’t have to try to figure out what little pieces they need. We put it together, because we know what works together. It makes it easier for consumers. It’s important to have different bundles because sometimes people like different flavors: Some people like fruity, some people like hot/cinnamon. Variety is important.”
“For Valentine’s Day, Wet is offering a new Sweet Kisses Flavored Gift Set,” said Dara Shlifka of Wet International parent company Trigg Labs. “It’s a must-have for Valentine’s Day. This will be available in your favorite local love boutique and through BuyWet.com beginning mid-January 2016. The gift set includes two new Wet flavors: Salted Caramel and Frosted Cupcake. Both formulas are water-based, non-staining, latex-friendly, sugar free and paraben free. You can treat your lover and yourself with the Wet Sweet Kisses Flavored Gift Set this Valentine’s Day.”
“Kits are great because for the price of one item you can get a variety of toys to see what you like,” McCain said. “It’s always nice to have choices, especially during sex to keep things spiced up.” She recommended Jimmyjane’s After Dark Pleasure Kit, Pipdream’s Fetish Fantasy First Time Fantasy Kit, Cal Exotics’ His and Hers line of kits, and the Good Head Ultimate Oral Sex Kit from Doc Johnson.
McCain also recommended manufacturer lube sets: “I have noticed more and more lubes that come together. Maybe an enhancer for him and a stimulating for her, or one that is warming and one that is cooling. It’s a nice way for both people to enjoy what they like for the price of one item. Always nice to have a variety, especially when with someone.”
Quality Counts
Customers who are accustomed to using luxury items will pursue that upscale interest into the bedroom. Eldorado is doing well with “luxury brands,” which Eldorado Director of Purchasing Jon Vogt defined as “something that somebody has actually taken the time to develop themselves. Materials are always quality, like medical-grade silicone, but it’s the new thing that no one else is making yet.”
“We’ve done a lot with more niche-y items, from interesting vendors that allow us to speak to different customers that have been out of reach to the typical distributor in the past,” Vogt said. “We’ve been doing well with OhMiBod app-enabled stuff. It’s pricier stuff, so it’s a little bit harder for some people to reach to, but it’s been very good for us. Sensuelle is a new line that’s more moderately priced, but it’s high quality. Exciting for the customer because they get a lot for their money. Great value. Extreme vibrations.”
McCain said, “I think you see sales of remote control and app-run toys—items like Vibratissimo, panty vibes, OhMiBod—go up more during Valentine’s Day because they trigger that flirtiness between a couple. One partner controls the sensation that the other is feeling. It’s playful.”
“The Womanizer is popular. It’s a very lightweight vibrator that females can actually place on the clit,” Nenna Feelmore, of Feelmore Adult Gallery in Oakland Calif., told AVN. “It’s a hot item right now. It’s a little bit pricey, but I think the name is giving it a lot of its legs. Some people don’t like the name, but it calls attention to the product. You’re looking at $189-$200 worth of product. It doesn’t look like much but it’s very, very powerful. We’ve done a couple of demos here at Feelmore and we like it. It’s seeming to be that one product that’s getting the attention of the newspapers and the publications to help sell it.”
“The Womanizer is the hottest thing in town these days and I predict the rose-patterned one will be replacing gifts from the florist this year,” Deysach said. The truly unique sensation of this toy is making it a great option for all kinds of folks. We love the Rosa from L’Amourose and think the name and the cute pinkish color will secure it as a hot item this holiday.”
Along with the new Womanizer, the We-Vibe continues its popularity, especially with the addition of a new app that allows it to be controlled remotely via the Internet.
“The We-Vibe also will make a big splash this V Day, bringing couples closer together,” according to Deysach. “With the app we are seeing more folks buying it for sure. People love the idea of that level of function. Our staff likes it a lot so that helps sell it and it is also one of the few toys that people come in here knowing the name of.”
“We-Vibe continues to be strong. They’ve figured out the app thing, which others have had trouble making easy to understand,” Vogt told AVN. “It’s a perfect idea for Valentine’s Day because it’s a couples toy. It was first marketed as a couples toy and with the controls in the cell phone it makes it a more interesting high-tech toy.”
Goldberg also noted a trend toward lower-priced high-end toys. “They’re more accessible. It’s so hard to find a rechargeable toy these days under $100. These are going for around $89, with a warranty, which is a hard thing to get. A lot of people like the style, but not the actual brand. It’s quality and accessible to lower price ranges. I usually ask a customer, ‘What do you want it to do, and what’s your price range?’ If someone doesn’t have a price range, you show them a high-priced toy.”
The Harder Edge
It isn’t all hearts-and-flowers out there. Some customers like a little spice with their sex toy purchases.
“Anal stuff is also coming around,” Goldberg said. “A lot of anal training toys, to prepare for anal sex. A lot of people are really getting into it now. Small plugs, vibrating plugs, little wands, even a jeweled plug. We sell a ton of those. It’s a cute idea. The plug isn’t too big, the jewel is very cute.”
“Some positionary items, like Sportsheets, are hot, and big,” Bell told AVN. “A doggy strap, a sling, that kind of thing. Arm cuffs, leg cuffs, all soft and non-threatening. It has to be sexy. Reds are really hot colors because those are sexy colors for love. It’s all about love.”
Feelmore pointed out that a new mainstream parody movie called Fifty Shades of Black, starring Marlon Wayans and set for a January 29 release, may revitalize the Fifty Shades market. “That movie is a satire based on the African-American experience. I think it will put people in the mood, to come in with a joke, and say, ‘I want to look at this.’ I think it will spur attention.”
McCain pointed out the popularity of waterproof toys like Sportsheets’ Sex in the Shower products: “This line is great and a nice chance to have an excuse to have sex other than in bed. Even just waterproof toys in general so couples can have fun other than just in the bedroom.” She also mentioned CalExotics’ Colt Waterproof Power Cock Ring and Lelo’s Bruno waterproof prostate massager.
Speaking of Hard…
Toys intended for men were also mentioned by some of the retailers contacted by AVN.
Feelmore said, “For the men, I like the Quickshots from Fleshlight. I think that Fleshlight has done an excellent job with their branding, and everybody knows it: It’s like the Polo or Clorox for masturbation products for men. They’re really small, they can go in a pocket. It’s like an 8-ounce can smashed down to about 6 ounces.”
Deysach also mentioned Quickshots: “New innovations in penis toys are going to make buying for your guy easier this year. The Fleshlight Quickshot is flying off the shelves already and we think our little Blue Valentine sleeves will make it into a lot of lucky guys’ drawers this season.”
McCain recommended cock rings and enhancers: “Guys want to make sure they truly please their partner, so adding a little length and girth with an enhancer on one of the sexiest times of the year makes sense, if not all year round. The cock rings these days are wild. With vibrating and ticklers attached, both partners can truly get a great sensation on top of a harder erection.” She mentioned Pipedream’s X-tensions Deluxe Silicone Power Cage, Sinclair Institute’s Fulfill Penis Extension Kit and Oxballs’ Hood Moreskin Foreskin Set.
