Retailers should brace themselves for a significant increase in sales over the next few weeks according to Lelo. Following analysis of sales data from its website, the Swedish luxury sex toys brand has concluded that – rather astonishingly – men in Britain and Ireland purchase 76% of all sex toys in the build-up to major football events. And the figure is only slightly lower globally, at 72%.
This increase, compared to the typical 50/50 gender split between transactions on a typical day, begins in the week prior to a big match and has also been observed during a number of other key sporting events, including the Super Bowl in America and the Champions League Final in Europe. Lelo believes that men are buying premium sexy gifts in anticipation of not spending the usual amount of time with their partners.
The company adds that this trend in the UK and Ireland began particularly early for the FIFA World Cup, which kicks off tomorrow, and it is advising its retailers to stock up on its products in anticipation of a sales surge. Lelo suggests its products are particularly popular with male buyers because they are not only desirable for women, but appear unthreatening to the man, and can be used alone or as a couple long after the event is over.
Lelo global marketing manager Steve Thomson said: “In the days before a big match, men are visiting the site less than usual but buying twice as much, and we know it’s not for themselves. Ordinarily when men purchase Lelo products, it’s almost always couples’ massagers they can share with their partners. But in the run up to big sporting events, we see huge spikes in sales of our Soraya and Gigi 2 products – which are more generally used for solo play. Going into the World Cup in Brazil we’re making sure our retailers are aware of this trend so as to brace themselves for a sudden influx of men looking for gifts before kick off.”
For more information visit www.lelo.com/worldcup