January may look quiet on paper, but anyone who has worked in a pleasure store knows that the first month of the year has a very particular energy. Customers walk in with that post-holiday mix of curiosity, budget consciousness and perhaps a touch of “New Year’s resolution” bravery. Maybe they tried something new with a partner over the holidays. Maybe they received a gift that sparked a realization. Maybe they saw a TikTok about a blindfold or a spanking paddle, then had a glass of champagne on New Year’s Eve and thought, “Why not?”
The bottom line: January is the month for gentle first steps into kink — especially since it leads directly into Valentine’s, the busiest and most pressure-filled sales period of the year.
The customers who walk through your door in January are already halfway to their Valentine’s purchase.
The opportunity is substantial. Retailers who prepare for January wisely can turn curiosity into confident purchases and establish trust before the Valentine’s rush. That means January is the time to refine language, update signage, curate smart displays, train staff and do whatever else you can to help shoppers experience kink as friendly, accessible and safe.
Conversation Starters
Many January shoppers may never have purchased BDSM gear before, and won’t know exactly what they want. They may not even use the word “kink.” They’ll just say things like “We want to try something different” or “We want to spice things up.”
Obviously, relative newbies are not seeking the same products that experienced players buy. Instead, they desire something simple and easy to use that is exciting without being overwhelming. First-time buyers also often worry about safety. They want products that are comfortable and nonthreatening.
This makes January a great time to position beginner items at the front where people can see them as soon as they walk in. Highlight soft or padded cuffs that look inviting, blindfolds designed for sensory intimacy, feather ticklers or small floggers with gentle falls, beginner-friendly paddles with smooth finishes, simple position supports and silicone tools that are easy to clean and handle. Collar-and-leash sets emphasizing comfort also perform well. Curated couples’ kits focused on communication and sensory exploration help people feel guided rather than left to guess.
Touchable displays featuring soft textures and silicone tools that customers can hold add a welcoming vibe. So does supportive signage like “Start with sensation” or “Explore safely.” All of these options give customers a clear entry point and build confidence.
Here to Help
New shoppers are also seeking reassurance. They want to feel comfortable asking basic questions without fear of judgment. Additionally, they value privacy and don’t want to feel silly.
Fortunately, your staff can coax that beginner’s anxiety into beginner’s enthusiasm — with the right approach. Sales scripts should focus on framing. Instead of asking what type of kink the customer is into, find out what kind of experience they want to create. Ask if they want something soft and romantic or something with a little more intensity. Even that kind of simple adjustment helps put people at ease and gives your team direction without making anyone feel unprepared.
Focus on three main skills: teach staff to present kink positively and without pressure, help them navigate comfort levels and show them how to guide a new buyer toward well-made, body-safe products that feel good to use. Training exercises involving role-playing, where a staff member practices talking to a shy new customer, are useful. Practice phrases that normalize curiosity, and offer only two or three options instead of overwhelming them with the entire selection.
Most importantly, staff should be trained to read the room. Some shoppers want enthusiastic guidance, while others just want quiet space. Knowing which kind of customer is in front of you makes every interaction smoother.
Countdown to V-Day
January shoppers whose first experience in your store is positive are naturally more likely to come back for larger purchases. That makes this month the perfect time to build customer relationships and set the foundation for Valentine’s growth.
Effective merchandising should provide a clear path forward. A central table can evolve throughout the season. In early January, it can feature soft textures and low-pressure tools that seem approachable. As Valentine’s Day approaches, the table can transition to richer colors, slightly bolder items and display cues that help guide shoppers to the next step. Someone who bought a simple blindfold in the first week of the year might come back for a paddle in the second week of February.
January is also a buffer. The first two weeks of the year in particular are an ideal time to clean, refresh, reorganize and update anything that slows down staff. Contact your distributors or vendors to request updated or replacement signage and fixtures. Attend to broken displays, unclear signage, missing price tags, worn-out testers, inconsistent talking points and shelves that look cluttered or faded. Every problem you handle in January means that once Valentine’s shoppers begin arriving, your team can focus on conversation and sales instead of rushing around putting out fires.
Think of January as the first chapter of your Valentine’s season. The customers who walk through your door in January are already halfway to their Valentine’s purchase. Approach them with confidence and care, and the payoff will come before you know it.
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.
