YNOT – While gift categories like flowers and jewelry continue to struggle in a sluggish economy, SexToy.com reported even stronger-than-expected sales for Valentine’s Day. According to the company’s founder and chief executive officer, the implications are financial and sociological.
In a state-of-the-industry article, trade journal FloristReview.com reported the economic struggles that mired revenues during 2010 are expected to continue deep into 2011. Blue Nile, a leading online diamond retailer, reported sluggish sales during the first six weeks of 2011. The period traditionally is profitable for jewelers because of Valentine’s Day.
Meanwhile, sex toys have never been hotter, according to SexToy.com CEO “Sex Toy Dave” Levine, who reported revenue increases across the board in both his consumer and business-to-business endeavors.
“We’ve worked very hard this year to continually improve our site and service, but I think one of the key reasons we’re enjoying success is due to how much more mainstream adult toys have become,” he said. “Ever since the rabbit [vibrator] appeared on Sex and the City and with Viagra commercials on every day, the mainstream has warmed to sex toys. Even Trojan condoms had a hugely successful booth at [the Consumer Electronics Show] this year.”
Bottom-line economics have much to do with the success of SexToy.com and other adult toy retailers, as well, Levin posited. Delivered flowers and a box of chocolates can cost more than $50, while a vibrator and bottle of bubble bath costs consumers less than $29.
“We’re entering a tipping point, and I believe sex toys have truly broken out into the mainstream,” said Ron Braverman, CEO of sex toy manufacturer Doc Johnson. “Sales are improving faster than previously expected.”
No one thinks the floral or jewelry industries will disappear, “but don’t be surprised if the norm becomes flowers, chocolates and a mini-massager, proving adult products will become a larger percentage of the overall romantic buying budget,” Levine said.
