educational

Retail: Fifty Shades of Anticipation

Retailers are in a unique position of having both the marketing support of major manufacturers and the ability to develop custom promotions specifically for their own customers. The upcoming Fifty Shades of Grey movie release provide several opportunities for business owners to take advantage of both these marketing and promotional avenues.

If the success of the books is any indication, then the release of the first Fifty Shades of Grey film on Valentine’s Day will generate a ton of new pleasure products customers. As members of the adult business community, I think we can all agree our mission is two-fold: 1) Bring FSOGheads/pleasure product virgins into your store. 2) Convert these FSOG one-time customers into repeat/longtime customers.

I can think of at least five major manufacturers who will be releasing Fifty Shades of Grey themed products or product lines. And guess what? They all have substantial marketing collateral to support the release of these new lines.

Efficient marketers know that reinventing the wheel is costly, unnecessary and can be completely ineffective. Instead of trying to duplicate the work of others – why not just use it? There’s no need to develop your own signage, taglines and slogans for FSOG product that has already been messaged exactly how the manufacturer wants it. Use their resources and whatever sales tips and tactics are provided – the manufacturer’s goal is the same as yours: to sell product. I can think of at least five major manufacturers who will be releasing Fifty Shades of Grey themed products or product lines. And guess what? They all have substantial marketing collateral to support the release of these new lines. If you’re stocking these products, you’ll want to get and use the manufacturer promotional materials developed specifically to sell these products.

Everyone with access to media will be hearing about the new movie and the toys featured in the movie – there will be conversations on talk shows about sex, news shows about sex, articles online about BDSM, sex toys – I mean, expect it all – a total and complete media orgy of Fifty Shades of Grey. Think about how many people will be walking around with the fresh thoughts of Fifty Shades of Grey, bondage, Ben-wa balls and sex floating around their heads. How lucky can we get? We’ve already got billions of dollars in free “power of suggestion” publicity for nothing – all we have to do is parlay that publicity into a successful call to action. That call to action has to be inviting, comfortable, unintimidating, friendly, adventurous and fun.

For a pop cultural phenomenon like Fifty Shades of Grey, you may want to consider different marketing tactics to lure this new breed of adult customer into your store. Certainly you’ll want an advertising presence in more “mainstream” or local publications to appeal to Fifty Shades of Grey moviegoers and couples. Maybe partner with another local business – a restaurant, wine bar or movie theater to create a “Fifty Shades of Grey date night.” If you have a store window, build a display with manufacturer materials that speak directly to first time customers and Fifty Shades fans.

Think outside your existing customer comfort zone because you’re trying to net new shoppers from a different pond. Maybe put together FSOG street teams to hand out store invites, product samples, etc. I would dispatch my street team to movie theaters for before and after screenings and send them to nearby clubs and bars. You can even make some of your associates Fifty Shades of Grey ambassadors - or have one of them dressed in a grey tie or other FSOG garb as your designated rep for FSOG fans/first-timers to dole out essential first-timer product info.

Once you’ve successfully brought new customers into the store, you want to sell them on your store’s experience. Sure, you want your new customers to leave with products, but you absolutely want them to leave with the intent of returning in the near future for all their intimate needs. So, this is where you and your team need to win them over. The FSOG movie has created endless opportunities for you and your staff to develop new and strong relationships with an entirely different demographic. There’s time to prepare. I might use the time to get my staff fully primed on all BDSM products as well as the basics of the Fifty Shades book. I might also implement customer service training for your team so that your staff doesn’t miss a single opportunity to win the sale. A refresher on cross promoting, cross selling and upselling would also be a good investment in staff training.

Rather than use the massive publicity and exposure from FSOG as an excuse to price gauge, use it to build a foundation for a positive relationship with your community and new customers. There’s no reason to let Fifty Shades of Grey become just a one-month hit for your store during the movie release – with the right marketing plan you can use the upcoming blockbuster to build long-term and profitable success.

Brian Sofer currently serves as marketing ninja at Eldorado Trading Company. Sofer joined the Eldorado team in 2010. Brian is a creative, results-oriented marketing professional with extensive experience across his career utilizing digital media.

Related:  

Copyright © 2025 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

Why Sex Toy Innovation Isn't What Shoppers Want Right Now

During my first year in the industry, the luxury vibrator on shelves was LELO’s Gigi, priced at $109. It was made with high-quality silicone, boasted an ergonomic design, a travel lock and a warranty. Soon after, Je Joue released its first product, SaSi, which employed “rolling ball” movements to simulate oral sex.

Sarah Tomchesson ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
profile

Good Relations Fosters Sex Wellness, Positivity for 40+ Years

Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.

Quinton Bellamie ·
opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
opinion

Gender Play Gets Creative With Fantasy Toys

Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.

Rin Musick ·
Show More