Over the years, pleasure products have increasingly made their way into big-box stores and mainstream marketing channels. As a result, brands now face a complicated balancing act. On one hand, mass exposure offers undeniable advantages: wider audiences, larger purchase orders and the kind of cultural legitimacy for which the industry has long fought. On the other hand, this progress can come at a cost to the very adult retailers who helped build now-thriving pleasure brands from the ground up.
When pricing structures, exclusives or marketing strategies shift to cater to mainstream retail, adult stores are forced to compete with giants in a game that isn’t always fair — often without the resources or visibility to keep up. To compensate, adult stores seek to offer more than just the convenience of a big-box store.
“Adult specialty stores offer a far superior environment for customer education and engagement,” says Dame CEO Alexandra Fine. “These stores are tailored to the unique needs of the industry, where the focus is on creating informed, personalized experiences. Mainstream retail offers a more generalized approach, lacking the depth of expertise and understanding that is vital in our industry.”
The difference between mainstream and adult retail is striking. In mainstream retail, staff knowledge is most likely limited, engagement is minimal and most education is offered on packaging or via QR codes.
“It’s a fast, low-touch experience centered on convenience and discretion,” Paradise Sales Director Tori Titus-McCrobie observes. “Adult specialty stores, by contrast, offer an immersive, high-touch environment. Shoppers are met with trained staff, open dialogue and tailored guidance. These spaces invite curiosity and exploration. The bottom line is that mainstream channels scale simplicity, while specialty stores cultivate connection and depth.”
The potential benefits of mainstream availability inevitably come with downsides. For instance, sexual wellness products purchased at national pharmacy and convenience chains may be eligible health care expenses under flexible spending accounts, but selection is limited in these outlets and often tailored only for newbies. Meanwhile, products can now be purchased through delivery apps, which makes them more accessible — but reduces interaction and education.
Interaction in big-box stores can also make customers feel exposed due to “out in the open” shopping rather than the discreet, intentional experience provided by adult retailers. They may require staff assistance to unlock cases, often from employees without sensitivity or product knowledge training.
Pleasure brands’ involvement in mainstream retail is so hands-off, says COTR CEO and founder Alicia Sinclair Rosen, that it is as though a brand is “signing off” on its products.
“There’s limited opportunity to engage with retail staff about how products work, and generally less comfort in discussing these products openly,” she says. “When developing for mainstream retail, you must make selling points extremely clear and accessible on the packaging itself.
“Adult specialty stores offer a completely different experience,” she affirms. “They employ experienced sales staff who are comfortable discussing the product category and receive specialized training to help them understand product usage, optional applications beyond what’s on the packaging, and ways to make customers feel comfortable.”
This contrast extends to merchandising styles as well. In mainstream retail, strategies tend to revolve around fashion, color, price point and store placement.
“It’s less about functionality and more about aesthetics and cost,” Rosen explains.
The Bright Side of Big-Box
There are upsides as well. The increased presence and visibility of pleasure products in mainstream retail and media is a win on multiple levels. It signals a shift toward cultural acceptance, destigmatizes sexual wellness and makes products more accessible to curious or underserved shoppers. What was once hidden in “seedy” shops is now part of everyday conversations, shopping carts and self-care routines.
“When you see intimacy essentials alongside everyday items like vitamins and toothpaste, it sends a clear message that intimacy is health and it belongs,” shares Jillian Hennessy, director of sales and marketing for Bloomi. “It also shifts the mindset from something that has historically been more taboo to ‘wellness,’ which is our goal. Mainstream retail also makes shopping for these products more inclusive; it’s less intimidating for shoppers who might not be ready to go into an adult retail store.”
Stacey Monroe, U.S. sales manager for Canadian lingerie brand Coquette, agrees. She believes that pleasure products’ presence in mainstream can be a gateway for adult store newbies.
“It has also been surprising to hear from mainstream accounts that some of their top-selling items include silhouettes and even crotchless pieces, even though these items can’t be marketed like they would be in specialty stores,” Monroe shares. “Buyers are increasingly eager to expand into sexier offerings but must navigate more refined constraints in terms of descriptions and imagery. This balancing act shows that while mainstream retail is becoming more open to bolder products, the constraints that retail buyers face ultimately limit consumer engagement.
“This is where the specialty retail experience truly shines,” she emphasizes. “Mainstream’s limitations can encourage customers to seek out more items in these categories elsewhere, often pushing them to explore specialty stores and their unique offerings.”
Encountering intimate products in environments where consumers already feel at ease can make those items feel more accessible and approachable.
“We’re essentially meeting people where they are, rather than expecting them to make a leap,” says Kiiroo B2B Marketing Manager Maxime Kamstra. “That said, both spaces are important. The mainstream helps normalize, while specialty stores deepen the experience. It’s not about replacing one with the other — it’s about creating a more inclusive and versatile market.”
For some in the industry, the issue simply requires trade-offs and compromise.
“Of course, normalization brings downsides, lowering the margins, as we must comply with the mainstream retail price policies,” acknowledges Danamedic APS Key Account Manager Paolo D. Griffo. “But in terms of numbers and visibility, we can reach a whole new level. Adult retail stores must adapt and evolve, offering a unique and valued shopping experience to compete with the mainstream.”
Beacon Wellness Brands CEO Maria Warrington believes mainstream retail and specialty adult stores complement one another.
“The two can absolutely coexist,” she says. “And both can help move the category forward meaningfully.”
Shopping Mindset
In big-box stores, both the customer profile and typical shopping experience differ greatly from specialty stores. After all, many shoppers are just stopping by for necessary items like toothpaste or toilet paper.
“Mainstream consumers are typically new to pleasure products and have little to no knowledge,” says Stephanie Keating, Lovehoney Group’s director of sales and marketing for the Americas. “In the aisle, they are prioritizing value, simplicity and convenience. These factors play a huge role in their path to purchase.”
According to Titus-McCrobie, mainstream shoppers are typically discreet and transactional.
“They know what they want, grab it and go,” she says. “Pleasure products are often an afterthought on a broader shopping trip. Active consumers often enjoy the range and recommendations found in adult boutiques, but light or newer users may feel ashamed or overwhelmed, avoiding interaction even though they need guidance.
“Posted guides, QR codes and clear, friendly signage in mainstream settings can help ease these shoppers in,” she adds. “The difference in behavior is often rooted in comfort and knowledge — not desire.”
Rob Christ of Dr. Tush’s Natural Products believes that mainstream shoppers expect clear, benefit-driven packaging, brand familiarity, a sense of safety and a no-nonsense presentation.
“These consumers often prefer products that fit neatly into their daily wellness routine and don’t require explanation,” he says.
High on Love’s Angela Mustone agrees, offering relevant advice for pleasure brands selling at big-box stores.
“The product needs to stand out on the shelf and speak for itself,” she says. “There needs to be a strong digital and social presence in case they decide to do a quick Google search on the brand.”
By contrast, adult store shoppers are more experienced in the sexual wellness category, Keating points out. This makes them more likely to approach sales associates to find the products that address their needs.
“Their purchasing cadence is more frequent, and they spend more time educating themselves on product offerings or exploring niche toys,” she explains. “Adult consumers typically have a higher average order value and may add a wider variety of products to their basket. In mainstream retail, we typically see one device paired with one lubricant, but in adult retail we see multiple products that span a variety of use cases.”
For mainstream retail, Lovehoney offers an entry-level portfolio with basic features, reserving its more advanced toys for adult outlets.
“It’s similar to investing in an audio system,” Keating says. “You can shop at Walmart and buy a soundbar for your TV, but if you want a true surround sound system, you’re going to a specialty retailer who can answer all your questions and make recommendations based on a shopper’s wants and needs. The same is true for the sexual wellness category in mainstream stores.”
For adult store shoppers seeking specialized products, their purchasing experiences may also resonate in ways beyond practical shopping logistics.
“Adult store shoppers are more interested in storytelling, packaging aesthetics, and personal and emotional connection,” Christ observes. “For example, someone buying After Spank isn’t just treating skin sensitivity — they’re celebrating their kink-positive lifestyle. The product becomes a ritual, not just a remedy.”
Céline Menting, the founder of Toulouse, France-based boutique Le Clef de Charmes, finds it less common to see pleasure products in major mainstream outlets across the pond — though she has seen some beginner-friendly C-rings and vibes at local pharmacies comparable to CVS and Walgreens in the U.S.
“You sometimes have these little corners in the store that are focusing on sexual health/wellness rather than pleasure/couple toys: kegel balls, little bullets and lubes,” Menting observes. “But nothing more.”
Menting notes that adult products are often placed lower on the shelf, perhaps to hide them from judgmental shoppers — though such placement seems counterproductive to keeping adult goods out of the reach of children.
A Delicate Balance
For some in the pleasure sector, catering to big-box retailers doesn’t have to come at the expense of adult stores. In fact, it can serve as a gateway to adult retail for mainstream shoppers.
“Collaboration across segments — from mass retail to niche boutiques — is what truly accelerates category growth and brings sexual wellness into the cultural mainstream,” suggests Kamstra.
To that end, Titus-McCrobie advises pleasure brands selling in mainstream to encourage shoppers’ exploration of pleasure products with inserts showing complementary products, or with QR codes on packaging that link to broader catalogs or educational content.
“How-to videos and guides can help bridge knowledge gaps and funnel interested buyers toward deeper engagement,” she says. “Growth shouldn’t come at the cost of identity. When done right, scale and specialty can elevate each other. It’s a delicate balance.
“Big-box won’t replace boutiques — but it signals a shift,” Titus-McCrobie adds. “Meeting big-box demands often means adjusting pricing, packaging or design to fit high-volume requirements. That can alienate boutique partners who value exclusivity and craftsmanship. On the flip side, mass retail builds visibility and consumer trust. With the right strategy — reserving premium or specialty lines for adult stores — brands can uplift both sides.”
COTR’s Rosen also favors this two-pronged approach, which she says reflects a fundamental difference in consumer profiles between mainstream and specialty retail environments.
“The range of products that a big-box retailer is willing to carry is significantly more basic and beginner-oriented compared to what an adult retailer offers,” she notes.
Nicole Leinbach Hoffman, founder and president of the Stimulate trade show, urges adult retailers not to automatically reject big-box pleasure brands.
“Consumers are the decision-makers at the end of the day,” she maintains. “I think the savviest buyers recognize that eliminating brands simply due to their big-box positioning is not in their favor. Consumers will ultimately decide what they want to purchase — and find it wherever it may be sold. Plus, a consumer may be introduced to a brand at a big-box store, then go to an adult specialty retailer hoping to find more from this brand, beyond the limited assortment provided at the big-box store.”
Commerce, Hoffman notes, will continue to evolve. This means reaching customers everywhere they shop.
“Mainstream positioning of adult-focused and pleasure-based brands is great for specialty boutiques,” she declares. “Mainstream will likely never be able to share as vast an assortment, but it is a great avenue to connect customers to this category and spike their curiosity about wanting to know and experience more. That is truly where specialty-based retailers can really gain if they are willing to support these same customers.”
Navigating Margins and Pricing
The pleasure industry’s unusual distribution landscape, with brands navigating both mainstream big-box retailers and adult specialty stores, presents unique challenges and opportunities, particularly when it comes to pricing strategies and profit margins.
Margins in big-box retail can be tighter, largely due to volume expectations and mandatory participation in retailer programs. While these programs eat into brands’ profits, the exposure gained from being on the shelves of major retailers can be invaluable, introducing brands to new customers who might never visit a specialty store. By contrast, adult boutiques offer more flexibility in pricing.
“You’re speaking to a customer who’s already invested in self-pleasure or intimacy products,” Mustone points out. “So they’re usually willing to spend more on quality.”
Fine emphasizes the importance of understanding the nuances between mainstream and specialty retail. While mainstream retailers may initially offer better margins, these are often offset by the need to work with intermediaries like brokers and shipping consolidators, which adds complexity and cost.
“There are considerable hidden costs involved, which is why we’re conducting a thorough analysis to better understand how these factors influence our overall profitability,” Fine says. “With margin pressures continuing to rise, it’s essential for us to have a clear view of where the most value lies across all our retail channels.”
In terms of product offerings, Fine says, the sweet spot for adult specialty retailers lies within the $50-90 SRP range.
“Competing within this price bracket in mainstream retail can be challenging,” she acknowledges. “But it does provide valuable exposure and helps us establish a broader voice in the market. We consider these impressions to be supportive for brand visibility and specialty store growth. We are one of the few brands in both places, and are smart about the limited, less innovative offering we have in mass.”
Mainstream retailers, especially big-box stores, can offer lower prices due to their buying power and ability to purchase in volume. This gives them a pricing advantage that small independent stores may struggle to match, notes David Eliason of Dick and Jane’s Naughty Spot.
“As a specialty retailer, focusing on pleasure products, we price our products competitively to the broader market, including the internet,” he says. “Today’s consumer often does their research either before arriving at the store for a specific item or by price checking items on their mobile devices while they shop.”
Eliason says he also compensates by focusing on offering customers a safe, comfortable space manned by professional, educated staff and a wide product selection.
Rosen points out that while pricing and margin considerations are central to mainstream retail decisions, with everything revolving around the retailer’s required margins, adult retailers can take a different approach.
“They focus on offering a diverse product range, and are willing to accept lower margins on products that might generate higher overall returns or represent unique or niche brands,” she says. “They value carrying high-quality items from small manufacturers that wouldn’t have the opportunity to succeed in mainstream retail given the margin requirements.”
Cathy Ziegler of Kheper Games says her company’s goal is to help its retail partners succeed financially by offering generous margins and a wide variety of products across diverse retail categories, from adult and liquor stores to party, clothing and ecommerce outlets. Cheryl Sloane, Brand Director at Überlube, describes a different approach: her company offers a single premium product in various packaging options, maintaining consistent minimum advertised pricing (MAP) across all retail platforms.
Across the industry, brands constantly balance the demands of different retail channels, striving to offer value to their partners and end consumers. Whether through flexible pricing or a focus on customer experience, the goal remains to grow the category and ensure profitability in a rapidly evolving market.
Beyond the Plain Brown Wrapper
Mainstream retail comes with stricter expectations around packaging and presentation, requiring brands to lean into wellness, inclusivity and subtlety.
“We’ve encountered restrictions both in-store and online with mainstream retailers in terms of copy, packaging and imagery,” Keating reports. “Everything presented in mainstream must be discreet, informative and simple. Compared to the adult industry, the marketing must be significantly more vanilla.”
While this can limit risqué language and explicit visuals, many see it as an opportunity to create refined, design-forward branding that resonates beyond adult retail. Brands such as plusOne, High on Love, and Lovehoney have embraced subtler, more upscale packaging. In some cases, they’ve even introduced distinct product lines to avoid undermining adult channel sales.
“We created the Lovehoney mon ami brand specifically for mainstream retailers, aiming to prevent adult channel cannibalization and to tailor product design and packaging to appeal to the mainstream shopper,” Keating says. “We know that the adult retail customer has more experience and brand awareness, and doesn’t require marketing or packaging discretion in-store or online.”
Monroe notes that when mainstream retailers pick up Coquette items, they tend to create new product photography that aligns with their own brand and consumer base.
“This results in our products being presented in a new or different light compared to how they were originally marketed by our team. This approach helps preserve our brand’s integrity and keeps both mainstream and specialty retailers confident in our partnerships.”
Some industry leaders see “mainstream” packaging as more than just adapting to a specific market or retailer.
“This shift is actually aligned with a broader industry trend toward more refined, discreet and design-forward packaging,” Kiiroo’s Kamstra says.
What Sells Where
Sales trends vary significantly between mainstream retail and adult specialty stores, both in terms of product categories and what drives purchasing behavior.
“In terms of specific products and brands, mainstream consumers have an affinity for lower-priced products, basic toy options like bullet vibrators, and user-friendly designs,” says Keating.
While vibrating playthings have recently started to make their way onto big-box retailer shelves, however, lubes, enhancing gels and condoms have long been staples.
“When it comes to mainstream retail, the sales trend is more focused on intimacy essentials,” confirms Bloomi’s Hennessy.
Kamstra notes correlations between certain product categories and specific retail settings where they tend to perform better.
“Lubricants and massage oils often perform better in body care stores or pharmacies, where they blend naturally with personal care items,” she says. “Conversely, more specialized products like vibrators or BDSM accessories might thrive in curated boutiques or adult stores where customers are already open to exploration and discovery. For female-focused toys or sexual wellness products, department stores or lifestyle retailers with diverse product categories can offer great exposure while maintaining a comfortable and familiar shopping atmosphere.”
Dr. Tush’s and its sister brands illustrate this. Dr. Nice’s first-aid, skin repair, baby care, maternity wellness and lifestyle products perform best in mainstream retail, while adult retailers specialize in targeted solutions such as aftercare for impact play or soothing products for intimate skin repair.
Monroe says Coquette has experienced unexpected surges in mainstream sales for items that didn’t trend well at the adult retail level.
“There have been instances where sales spiked so drastically that our teams double-checked the data to ensure the orders were legitimate, rather than a system error,” she says. “These items often appeal to a broader audience and are frequently available through department stores or major ecommerce platforms, which benefit from influencer marketing. Influencers can more easily link to these mainstream retailers without encountering the content restrictions or shadow-banning that are common when promoting adult-only sites.”
Because algorithms tend to favor “safe” retail links, mainstream retailers benefit from increased engagement, which ultimately drives more conversions.
On the other hand, Monroe adds, adult stores see stronger performance in more niche or specialized categories like kink gear, high-end devices or products with explicit language or imagery that wouldn’t make it past a mainstream retail gatekeeper.
“While both retail channels are valuable, the dynamics of what sells — and how — are shaped not only by the product itself but by the regulations around public-facing content and the level of consumer trust and education the retailer fosters,” she observes.
Sometimes this dynamic ends up revealing a fresh or renewed market for particular products.
“We often see success with some mainstream channels on items that didn’t trend well in adult retail or have ‘seasoned out’ in those stores,” Monroe reveals.
Others have noted that mainstream sales trends often follow those of adult retailers, but several months later.
“Due to adult retailers’ flexibility and adaptability in ordering and merchandising, they can react to trending products much faster than mainstream retailers,” Keating says. “Mainstream retailers update their planogram once every one to two years, so they tend to lag behind the latest toy trends.”
Texas’ Proposed Big-Box Ban
In February, state lawmakers in Texas introduced House Bill 1549, aiming to ban the sale of pleasure products at stores not classified as sexually oriented businesses, including major retailers like CVS, Walmart and Target. The bill refers to these products as “obscene devices” and proposes fines of up to $5,000 per violation.
Representative Hillary Hickland, who introduced the bill, argued that it protects families and prevents children from being exposed to sexually explicit items in everyday shopping environments. Supporters, including Rep. Christin Bentley, frame the legislation as part of a broader push to shield children from sexualized content in public spaces.
For pleasure industry professionals, the bill represents a threat not just to mainstream outlets, but to adult brands and retailers.
“It’s frustrating to see pleasure products still being stigmatized, especially when there’s growing recognition of their role in overall wellness and mental health,” Mustone bemoans. “The idea that these items need to be hidden or banned sets us back.”
“I hope that this is just a scare and will be dismissed,” says Hoffman. “But it’s impossible to really know how this will play out. I can tell you, however, that data rules big-box retailers, including positive sales from sexual wellness brands. I’d be shocked if they aren’t having conversations to help eliminate this proposed bill behind the scenes.”
Eliason encourages those in the adult retail industry to step up and help defeat such bills when they are introduced.
“If the government can stop large national retailers from selling products in their stores, how long do you think it will be until the focus changes to small independent stores that do not have the budgets or legal departments to represent our positions?” he warns.
Rosen agrees, noting that throughout the industry’s history, censorship and banning have been ongoing threats that continue to evolve.
“We’ve seen major shifts in adult content regulations, and if you look beyond our marketplace to issues like book banning in certain states, it’s clear these are very real concerns,” she says. “We need to pay close attention and consider the potential ramifications for our industry.”
Coming Together
Despite the challenges that mainstream and big-box retail presents, pleasure brands are determined to find ways to make it work. While some online chatter suggests that brands finding mainstream store success are being shunned in the adult retail industry, they have found ways to maintain their partnerships in various competing channels.
“One of my key priorities is ensuring that pricing across these channels does not become competitive,” Monroe says. “Competing against ourselves wouldn’t benefit the brand, so we focus on maintaining a balanced pricing strategy wherever possible.”
Fine also emphasizes Dame’s support of its retail partners, calling its retail placement beneficial to adult stores. However, she acknowledges that it’s a double-edged sword.
“On one hand, securing a place in mainstream retail is a significant milestone that lends a certain level of prestige to our brand,” Fine says. “On the other hand, some adult retailers express concern that this move could undermine their business or create a competitive threat. We’re navigating this by maintaining a diverse product strategy across various channels, ensuring that we experiment and fine-tune our approach to reach the broadest audience possible without compromising the integrity of our adult specialty partnerships.”
Hennessy is confident that the increasing consumer demand and robust retail partnerships in mainstream reflect a cultural shift toward sexual wellness as part of overall health, which will ultimately drive its success in various markets.
“We hope that access continues to grow, not just in retailers, but in communities everywhere,” she says.
LELO’s Candice Talamo is confident that mainstream expansion benefits adult retailers by helping to get products in front of consumers who might otherwise be challenged to find a local shop or not have easy access to one.
“We understand that this poses some level of sales cannibalization, but this is why we curate and differentiate our assortment as much as we can between mainstream and adult,” Talamo explains. “Consumers will always get the best experience and knowledge from a well-run local shop where higher-value products and more product specificity can be found.”
Satisfyer CEO Sven Pelka echoes that sentiment.
“Specialty stores can go deeper with expertise and curation, while mainstream retail opens the door to a much larger, more diverse audience,” he stresses. “Together, they elevate the entire category.”
