opinion

How to Make Retail Events a Reality — In-Store or Online

How to Make Retail Events a Reality — In-Store or Online

In-store events are an important part of brick-and-mortar culture. They help businesses connect with their customers in a more intimate setting that can serve both the retailer and customers in a variety of ways. We know sales is about relationships, and stores need these sales activities that give customers and staff ways to connect, other than at the cash register.

Revenue. Events are great for generating both long-term and short-term revenue. They give you a gauge of your audience size, as well as levels of customer loyalty. They teach you what type of incentive your customers need to come in the store outside their normal visits. Do your customers need extra discounts to make their purchase feel special? Does a gift with purchase motivate them to spend more on items they would not normally buy? Do clearance items seem to fly out during larger store gatherings, etc.? This type of sales data can be invaluable for both everyday business and the store events that you host over the year. They give you the information you need to have the right products on-hand, at the right times.

Events also give you a way to measure your customers’ interest level in non-sales floor activity. Meaning, do you have customers that show a higher interest in sex-ed type classes, or do they seem more interested in manufacturer-attended events? Ladies nights, VIP events or educational in-store activities seem to drive the most business in our industry from my perspective.

Outside sales activities give your customers more ways to spend money with you. Bring in items for events you may not normally carry. Try adding some additional types of giftables, specialty boxed sets, or other merchandise you may want to test in the store without committing to a permanent space. Make sure your customers know these are limited items for events only and were brought in specifically for them!

Store celebrations do not need to cost a lot to be successful. Leverage your resources. Invite a local retailer that has a similar customer base to set up a space. Mixing up your customer base with another local business is a great way to increase your store awareness and spread the word about your retail location. Creating partnerships with other local business also helps create community. Small businesses can do far more to help each other than they think. If you have a business, you can do events with other companies that you can borrow or share resources with to help keep costs down. Ask your manufacturers for help, we live for these types of things, I promise! We often have small gift-with-purchase or sample-size items that we can send to entice customers. Our teams can help with social media promotion or provide other content at no cost for you. Start slow as you build your event “inventory” so you can keep your spending in balance with what you are making.

COVID-19 may be an obstacle for hosting in-store occasions until at least early 2021. Do not be afraid to go virtual! Even when retail life goes back to normal, it will be important to keep virtual access available for customers. Going virtual does not have to be intimidating or complicated. Zoom is a great platform and it is easy to use for both the host and the guest. Do not get overwhelmed and try to use your entire sales floor for online presentations. Create a small space around 8 to 10 square feet that you can use to make a small version of your store. This size is easy to fit on camera and keep a polished presentation. Look at your 20 top-selling items and use this list to populate your “virtual” store. Hosting themed events will help make it easy to merchandise and display in fun ways. Let your manufacturers help you with branded images that you can use for a background if you need it. One advantage of a virtual platform is removing the geography that may keep us apart.

Every store has such a different customer base — it is one of the things I appreciate most about my job. I get to meet and learn not only about your teams, but the customers you work with. This diversity of clientele helps give me insight on ways I can help other retailers working with similar customer bases.

Please lean on your manufacturers during this challenging time and let us help you stay connected to the people that matter most in retail, our loyal customer fam.

Danielle Seerley, aka “America’s Sex Toy Sweetheart,” is the senior sales executive for Shibari Wands and Voodoo Toys.

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