Consumers are increasingly prioritising novelty and shared experiences in their intimate lives, presenting fresh opportunities for retailers to meet demand for products that support spontaneity and adventure, according to new research from sex-positive community JOYclub.
The survey of more than 800 adults aged 18 to 82 found that 84.9% have had sex outdoors or in a public place at least once, highlighting a growing appetite for experiences that break away from routine. Cars and vans ranked as the most popular location at 57.8%, followed by forests at 50.4% and beaches at 41.1%.
Rather than seeking new partners, respondents were largely motivated by the desire for new experiences. More than half said spontaneity was the biggest appeal, while 53.2% were attracted by the thrill of doing something outside social convention. A further 43% said the possibility of being caught heightened the excitement.
Sex and relationship coach, author and speaker Courtney Boyer believes the findings reflect a broader shift in consumer attitudes. “Outdoor sex offers a break from routine and taps into something deeply human: the desire for spontaneity, novelty, and feeling fully alive. Shared adventures can strengthen intimacy because they create memories and bring couples back into a sense of play,” she said. “The fantasy itself is often less about the act and more about feeling free, present, and connected.”
The findings suggest retailers may benefit from stocking products that align with this, including travel-friendly, discreet and waterproof collections designed for couples seeking adventure while remaining mindful of privacy and the law.
Visit joyclub.com for more information.
