Sex toy economy braced for record sales ahead of Fifty Shades Darker release, Webgains predicts


The British sex toy and lingerie industry is set for an online sales boom ahead of the ‘Fifty Shades Darker’ film release this Friday (10 February). Performance marketing company, Webgains, reveals how the ‘Fifty Shades effect’ is reflected in the online sales boom of clients in the sex toy and lingerie industry including Ann Summers, Bondara and Lovehoney.

According to performance marketing company, Webgains, web sales of bondage products will surge by up to 50% during the Valentine’s period this year, making it the busiest ever February for sex toy retailers. This prediction follows a surge in sales of products in the couples and bondage categories since the film release of Fifty Shades of Grey in 2015. Ann Summers recorded online sales of bondage products increase by 42.6% from 2015-2016 and sales of Bondara bondage products increased by 33.2% year on year via the Webgains affiliate network.

Richard Dennys, CEO of Webgains, said: “The global sex toy and lingerie market is predicted to reach a value of £24.01bn by 2020. According to Webgains data, overall online sales of sex toy, bondage and lingerie products have increased year on year by 62% since 2014. When comparing the top fifty products year on year it’s incredible to see the influence that the Fifty Shades franchise has had on what is already a lucrative industry.”

Lovehoney recently moved its affiliate programme to Webgains to support further growth and as part of their global strategy. Lovehoney is expecting online sales of the official Fifty Shades Darker Pleasure Products to go through the roof over the next couple of weeks.

Whereas lingerie continues to be a popular Valentine’s gift year on year, Webgains data reveals how the Fifty Shades effect has prompted the mainstreaming of bondage products. The following chart shows the top 50 selling products ahead of Valentine’s Day in 2015, 2016 and 2017. Bondage products see a surge in popularity in 2015 and 2017; the Fifty Shades film release dates.

Top 50 selling products ahead of Valentine’s Day:







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