opinion

Strategic Retail Buying in a Shifting Pleasure Economy

Strategic Retail Buying in a Shifting Pleasure Economy

Retail buying has never been a static job, but recent volatility in pricing, caused by shifting tariffs, global import costs and freight variations, has demanded a new level of agility for adult industry buyers and managers. As business expenses rise, so does the pressure to optimize the return on every product.

The essential question today isn’t just “What’s new?” It’s “What’s worth it?”

When suppliers provide robust assets, training videos, and compelling product education, buyers are more confident in bringing those items into the store.

Whether you’re sourcing for a boutique, a chain of destination stores or a thriving ecommerce platform, the reality remains the same: margins are more important than ever, and product curation is becoming more strategic. Overall, retailers are responding with a combination of caution and creativity.

“I am closely monitoring price increases but not sacrificing our margins,” says Holly Berejikian, manager and buyer at Sexy Suz in Athens, Georgia. “If a product appears to be sellable at a higher price, then I buy it. If not, I pass.”

Berejikian’s words mirror a common sentiment among veteran buyers who have faced supply-chain disruptions, shipping delays, inflation cycles and consumer fatigue. Keeping profit margins stable while adapting to fluctuating costs is a tricky balance. However, for many, it’s not about avoiding new products but being more intentional about how they are introduced.

“I’m definitely bringing in new stuff,” Berejikian continues. “Our repeat customers deserve to see something different when they shop with us. But I will always have bestsellers.”

That balance between the familiar and the fresh is becoming the main approach in today’s retail environment. A dependable selection of bestsellers provides a base of predictability. These products generate steady traffic, have high sell-through rates and perform well no matter the trends. However, freshness, especially when linked to innovation or seasonal buying opportunities, remains essential for keeping customers engaged and excited.

One regional chain buyer has developed a three-tier system for purchasing.

“We look at products in terms of proven performers, calculated risks and aesthetic upgrades,” they explain. “If something is both new and beautiful but doesn’t have a clear story or price logic, it doesn’t make the floor.”

That kind of disciplined curation reflects the evolving role of the buyer. Today’s purchasing isn’t just about filling shelves; it’s about forecasting, marketing alignment and emotional connection. Customers are becoming more selective, not only about what they buy but also why. They’re asking more questions about material quality, power levels, user experience and brand values. Additionally, in many stores, customers are feeling the squeeze of inflation in their own budgets. Products need to justify their price tags.

“We’ve shifted to a model where our wall space is earned,” notes one buyer. “If a product line is consistent, performs well and holds up under higher SRPs, it stays. Everything else has to prove itself in preorders or it doesn’t get a shot.”

That model requires close communication among buyers, retail staff and shoppers. Store teams collect real-time feedback on what customers respond to. This feedback loop not only influences initial buy-in but also decides whether a new line gets reordered, expanded or marked down and cleared out.

Even with these measures, there’s still potential for strategic risk-taking. However, the bar is higher.

“Newness is essential,” affirms another buyer from a high-traffic destination store. “But now I run margin simulations before I even request a sample. If a toy retails for $229 and I can’t justify the shelf space or explain the price in under five seconds, we move on.”

That doesn’t mean customers only buy entry-level products. Quite the opposite. Many customers, especially those returning after their first purchase, are upgrading and seeking luxury. However, high-end products must tell a story that resonates, through design, packaging, functionality and price. Buyers prefer SKUs that clearly benefit the customer, whether that’s body-safe materials, multifunctionality or premium features that don’t require a steep learning curve.

What’s falling out of favor? For one thing, products with poor manufacturer support. When suppliers provide robust assets, training videos and compelling product education, buyers are more confident in bringing those items into the store. 

Buyers are also avoiding lines loaded with excessive SKUs and little differentiation, as well as anything that seems like filler or lacks visual appeal.

“If it doesn’t photograph well and can’t sit in a TikTok or demo video naturally, I’m not going to waste space on it,” declares one boutique owner.

Above all, buyers seem to be craving alignment — between product quality and price, between innovation and demand, between novelty and necessity.

In a time of unpredictable shipping costs, the essentials remain reliable choices. Restraints, lubes, batteries, simple wands, bullet vibes, harnesses and plugs continue to form the core of many collections. However, even these basics are being reconsidered. Private-label and house brands are gaining popularity for their profit margins. Multi-use toys and adjustable gear are being emphasized over highly specific, single-function items.

The lesson from this moment is to embrace change wisely, not to fear it.

“I need to know that something will move, but I also want our store to feel alive,” Berejikian says. “People come to us for pleasure, and I want the shelves to reflect that.”

Ultimately, successful retailers are not choosing between bestsellers and newness. They are investing in both with care, curiosity and a commitment to giving customers a reason to return. In a climate of rising costs and market noise, the winners won’t be those who buy the most or take the wildest risks. They will be those who listen carefully, test intentionally and create assortments that feel both reliable and fresh.

Rin Musick is a 10-year adult retail veteran who has worked in every store position from sales associate to general manager. As a brand ambassador for Sportsheets, she brings her passion for end-user satisfaction to her mission of spreading the word about the company’s historic, current and future innovations in connecting romantic partners.

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

profile

WIA Profile: Sara Gaffoor

Though it may seem surprising to outsiders, industry veterans are well acquainted with the self-esteem, personal growth and rewarding career achievements that can come with a job in the sex toy space.

Women in Adult ·
profile

Zhe Founder Karyn Elizabeth Creates Gender-Affirming Lingerie Fashion

For years, the mainstream lingerie market has been shaped by narrow beauty standards and cisnormativity, with little room for gender diversity. Most lingerie is designed to fit cisgender female bodies, while trans people are often forced to go DIY with uncomfortable solutions like pantyhose, duct tape and ill-fitting shapewear.

Naima Karp ·
profile

Neon Coyotes Sets the Tone for Trendiness With Bespoke Leather Kink Wear

If your kink wear can’t readily make the leap from a dark BDSM dungeon to a sunny, mimosa-fueled brunch, you haven’t yet been initiated into the cult of the Neon Coyotes — fresh, leather kink wear brand transforming restraints into runway-ready art.

Colleen Godin ·
opinion

Why It's Time for Adult Retail to Embrace AI

In the late 1980s, I was working in the rental car business. My first company didn’t have a single computer. Everything — contracts, inventory, employee records — was done by hand. If you wanted a report, you dug through paper files and crunched numbers on a calculator. It was tedious, but it was all we knew.

Zondre Watson ·
opinion

What Retailers Gain by Partnering With Family-Run Brands

In an age increasingly dominated by corporate consolidation and faceless supply chains, choosing to work with a family-owned and operated business can offer retailers a depth of value that goes far beyond pricing and product margins.

Briana Watkins ·
opinion

How the 'Back Massager' Vibrator Became the World's Most Versatile Sex Toy

Wand vibrators are once again having a pop culture moment. Recently, Harry Styles expanded his lifestyle brand, Pleasing, by introducing a “Pleasing Yourself” double-sided wand vibrator developed in collaboration with sex educator Zoë Ligon.

Naima Karp ·
profile

WIA Profile: Cynthia Wielgosz Elliott

The past year has been a challenging one for the team at premier lubricant manufacturer Sliquid. Late in 2024, company co-founder Dean Elliott passed away after battling cancer, though he managed to flash his wide, signature grin until the very end.

Women in Adult ·
opinion

Michigan's Intimate Ideas Offers Playful Retail Setting for Wide Range of Shoppers

Jerry Manis, the regional manager of Intimate Ideas’ Michigan stores, never planned on working in adult retail — but he says it’s turned out to be a surprisingly rewarding gig.

Quinton Bellamie ·
opinion

Kraig McGee Blends Family Values, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
Show More