Sex Shops No Longer Taboo

The British lingerie and sex toy chain Ann Summers has just opened its 134th shop.

They are part of a mainstream sex shop trend proving that in the “consumers’ psyche – the pursuit of pleasure is no longer taboo. Prudes be damned.”

Having worked in this industry and for several similar shops I can say this is definitely true. Sex shops are no longer seen as dirty, sleazy places, with men in trench coats hiding in the back room. They are places where everyday couples and singles can go to learn about sexual health and buy sex toys without shame.

Of course, the sleazy shops exist, but the image is changing in the consumers’ minds and that is a great thing. It is important that people have a place to go, and can be anonymous should they choose, to ask an expert about how to improve their sex lives and have fun exploring their options. It is also important that people understand that sex is nothing to be ashamed about but a healthy expression of being human.

For example, the worldwide tour of sex trade shows where consumers and distributors congregate once a year in most major cities often have families wandering around and young couples through to those in their 80s. The London show has recently begun advertising in tube stations with 6ft tall posters of a man and woman (scantily clad of course) making out, yet there haven’t been any complaints from tube riders about bringing the posters down or making them less titillating (perhaps showing the contradiction in tube advertising policy because a poster of cleavage was recently covered up).

The spokesperson for Ann Summers also thinks part of the more recent trend is that during a recession “The simple truth… is that people have more sex in a downturn…Staying in is the new going out. People like to cheer themselves up in a recession.”

This trend is also a great boost for feminism in the business world. The vast majority of these types of shops are almost fully owned and operated by women. At Ann Summers about 95% of store staff and 65% of head office are women.

In conclusion, it’s probably safe to say that this is more than a trend, but becoming a normal business practice. And the sooner people stop being ashamed of their sexuality and have businesses supporting their exploration of this aspect of life the happier and healthier everyone will be.