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 © 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

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
opinion

Is Your Retail Business Sextech-Ready?

Sextech isn’t just a niche novelty anymore; it’s the future of sexual wellness. From wearable sex toys that provide biofeedback to interactive sex toys with AI capabilities, sextech has made significant progress over the past few years.

Kate Kozlova ·
opinion

Top Product Launch Tactics to Boost Q4 Sales

According to recent industry insights, over 70% of sexual wellness brands finalize their Q4 lineups between July and early September. This is a high-stakes window for launching new products.

Matthew Spindler ·
Show More