Masturbation May is not just a month for self-exploration. It’s also a prime opportunity for ecommerce brands in the adult retail space to tap into a highly engaged audience actively searching for resources and products to celebrate their sexual wellness. The demand for solo pleasure products skyrockets during Masturbation May, which serves as a unique window for e-tailers to drive sales, build brand loyalty, and lead conversations around self-love and intimacy.
From targeted product promotions to social media activations, this is the month for bold campaigns that position your brand as both a sexual wellness leader and a thoughtful advocate for self-care. By focusing on the right product categories, leveraging timely campaigns and engaging influencers, e-tailers can make Masturbation May not just a sales opportunity, but a cultural moment that resonates with customers year-round.
Partner with therapists, intimacy coaches, and sex educators who can bring depth and credibility to your campaign.
Spotlighting Products That Drive Engagement
During Masturbation May, customers are actively searching for solo pleasure products, with data showing that searches for terms like “vibrator,” “masturbation toys” and “best sex toy for beginners” consistently spike this month. This is the perfect time to showcase vibrators, masturbators and anal toys, as well as more specialized items like clitoral stimulators, G-spot vibrators and premium strokers. E-tailers should highlight these products on their storefronts with dedicated Masturbation May collections and product categories that capture the surge in demand.
According to recent data, solo masturbation toys have seen 35% year-over-year growth in ecommerce, particularly vibrators and masturbators. This indicates a high-intent audience ready to explore and purchase. For instance, bullet vibrators and wand vibrators are often top performers, so positioning these products as featured items with discounted bundles or limited-edition sets can help capitalize on this surge.
Retailers can make it easy for customers to explore pleasure with a single click, by offering curated collections such as “solo care” sets that include lube, toys and discreet storage options. These curated offers make the shopping experience more personalized and engaging, creating a direct connection between Masturbation May and the products that enhance it.
Creating Campaigns That Convert
Masturbation May is also a great time to get creative with your campaigns. Customers expect to see themed promotions, sales with bold offers, and exclusive limited-edition product drops. Consider creating campaigns with themes like “Treat Yourself” or “Celebrating Solo Pleasure.” These promotions should feel like an invitation to celebrate, whether it’s through discounted bundles or new product reveals.
Building urgency is key: Implement flash sales, countdown offers and daily product spotlights to keep customers engaged throughout the month. For example, feature a “Stroker Spotlight” one day, followed by “Vibes for Vulvas” the next, showcasing different categories of pleasure products. This creates excitement, gets customers invested and encourages them to return to your site.
Bundles are another powerful tool. Combine high-demand products like bullet vibrators with lubricants, or pair stroker sleeves with cleaning solutions and storage pouches. You can also offer mixed bundles that include both vulva and penis-focused toys, promoting mutual masturbation to celebrate intimacy, whether solo or shared.
Driving Engagement Through Email and SMS Campaigns
Email and SMS campaigns are among the most effective tools for timely communication with your audience. During Masturbation May, these channels should focus on discovery and education as much as sales. Craft subject lines that spark curiosity — think “What Your Hand’s Been Missing” or “5 Toys to Celebrate Solo” — and deliver content that goes beyond discounts.
Highlight top product categories with personalized recommendations based on past purchase behavior, and always include a clear call to action. Make sure your emails also include links to Masturbation May landing pages featuring curated collections, educational content and time-sensitive promotions. Direct your audience to resources like “How to Build a Solo Ritual” or “Best Toys for First-Time Play” to keep them engaged and empowered throughout their shopping journey.
You can even integrate product recommendations based on experience level or preferences, ensuring your emails are tailored to each customer’s unique needs.
Engaging and Educating Your Audience on Social Media
Social media platforms like TikTok, Instagram and Pinterest are essential for amplifying your Masturbation May campaigns. During this month, customers are not only interested in products; they’re also looking for engaging, informative content that helps them make empowered decisions about their pleasure.
Start with short, engaging video formats — TikTok reels or Instagram stories — that feature real product demos, like how to use a vibrator or the difference between a wand and a bullet vibrator. Utilize trending audio to show what’s in your nightstand or feature a solo-care routine with your curated product bundles. These formats are quick, shareable and help capture your audience’s attention in a fun and informative way.
Engagement-driven formats like polls on “Lube or No Lube?” or Q&A sessions on masturbation myths will increase interaction and create deeper connections. Encourage customers to share their ideal “solo night in” with a giveaway, or ask them to post their solo play essentials with a branded hashtag like #MasturbationMay. These activities will keep your brand at the top of mind and foster a community that feels connected and empowered.
For influencer partnerships, provide clear assets — discount codes, affiliate links and curated bundles — and encourage influencers to share personal stories around solo routines. Influencers’ transparency around self-pleasure aligns perfectly with Masturbation May, and their authenticity can help attract new customers to your brand.
Strategic Partnerships to Extend Your Reach
Masturbation May is the perfect opportunity to expand your brand’s visibility through intentional and authentic partnerships. Collaborating with sex-positive influencers, wellness creators and trusted educators ensures your campaign will reach the right audience — one already engaged with the conversation around self-care and sexual empowerment.
Partner with therapists, intimacy coaches, and sex educators who can bring depth and credibility to your campaign. Co-create content such as solo play guides, pleasure rituals or expert-led workshops to share value-driven insights that feature your products in an authentic, educational way.
Strategic partnerships with brands that align with your mission are also a great way to broaden your reach. For example, collaborating with a skincare brand focused on bedtime rituals or a meditation app for stress relief positions masturbation as part of a holistic self-care routine.
Masturbation May is more than a sales opportunity, it’s a chance to lead the conversation around self-care, empowerment and sexual wellness. By crafting specific campaigns, embracing social media trends, and engaging with trusted influencers and educators, your brand can help shape the future of sexual wellness, one click at a time.
Matthew Spindler is the associate marketing manager for Blush.
