When you say the word "enema," you're bound to get a wide variety of reactions, everything from blushing to arousal.
Though enemas have health benefits-such as alleviating constipation-there is a community of klismaphiliacs, people who derive erotic satisfaction from giving and receiving enemas. But this doesn't mean that these people necessarily are into having their partners empty on them post-enema, as described in J.T. LeRoy's book Harold's End.
Some still might hastily categorize these people as extreme fetishists, but klismaphiliacs use enemas for a broad range of reasons. Many who enjoy giving and receiving enemas do so to be sure they are clean before intercourse, and others view it as a romantic experience that increases intimacy between partners.
Of course, there is an element of humiliation and pain on the receiving side, thereby thrusting the partner giving the enema into a position of dominance. Therefore, it's only natural for the practice to have a strong appeal to those in the fetish and kink communities.
Since most store owners aren't psychic, it's difficult to gauge what customers have in mind when shopping for enemas. On top of that, most customers are shy about shopping for these products, which is the agreed-upon reason why the majority of enema-related goods are sold online.
Tom Nardon, president of PriveCo, a company that hosts online stores catering to niche markets, says the klismaphilia market isn't huge, but it's steady.
"More people tend to shop online for these products," he explains. "It's not a huge market, but the people who are into it are really into it. We'll put up a new product on a Thursday, leave for the day and come back in to find it has sold out by the following morning. There are customers in our system who have purchased every single thing that we carry."
PriveCo operates two websites dedicated to selling enema products. While EnemaSupply.com caters more to those who are purchasing items for medical reasons, EnemaEquipment.com is geared more toward customers who use the products for bedroom play.
Nardone says retailers should be careful when selling enema products and familiarize themselves with all Food and Drug Administration regulations.
"We underwent an FDA investigation a couple of years ago," he notes. "A lot of the products are considered Class 1 medical equipment, which doesn't need to be approved by the FDA. Then there are other products which require a prescription. The old ‘for novelty use only' disclaimer doesn't cut it on those products."
Ann-Marie Holman, a product educator for Stockroom.com, agrees that most enema-product buyers shop online.
"People are still pretty shy about discussing enema and water-pressure play in a face-to-face situation," she says. "This is true even in Stockroom's own brick-and-mortar retail locations (in Los Angeles and San Francisco). These stores are both in very liberal and open-minded neighborhoods. Given our physical locations, our reputation for being a supportive and knowledgeable manufacturer and retailer, and our warm but discreet customer-service team, all these things together create the most comfortable [environment] to discuss any sort of ... fetish. If you can't talk to us, who can you talk to?"
Holman says retailers can cater to customers' shyness by reducing the need for them to ask questions.
"If a retailer is aware of how shy even a self-described pervert could be about asking for enema toys, they can help build sales by making the purchase of such toys as self-service as possible," she suggests. "If you do a display where things aren't locked in cases and make sure that educational books about enema play are nearby, so that someone has access to instruction without having to work up the courage to approach a salesperson with their questions, you're going to minimize human contact necessary to purchase that equipment and reduce the social anxiety that so often accompanies that experience."
Jessica Ledford, buyer for the retail chain Fairvilla Megastore, agrees.
"We have enema products in our fetish department in a very visible spot so that the customer doesn't have to ask," she explains. "I'd say about 85 percent of the customers buying those products are gay men, and the Shower Buddy is, by far, my No. 1 product."
Leford's list of best-sellers also includes the Threaded Nozzle Plug from Leather Masters, the Enema Syringe, Universal Water Works System, COLT Shower Shot and Vulcante Anal Douch from Cal Exotics, and the Quick Flush Travel Enema from Pipedream Products.
Justina Fader, purchasing manager for The Pleasure Chest, has been selling enema products for the past 15-20 years. She says most customers shopping in her store are advanced players who aren't as embarrassed. However, she says problems occur when an inexperienced customer comes into contact with an uneducated salesperson.
"The best way to help a customer who is interested in enema play is to be educated on the subject," she says. "Speak frankly, but be accepting and non-biased in their choice of play. Let them know about the possible dangers that can come with misusing the equipment, but don't try to scare them away from it, either. Teach them how to care for their equipment, and make them feel comfortable coming back to you when they need to replace it or add to their collection."
