Ocado sees sex toy surge as customers get more 'ballsy'

It seems that Ocado customers are not only following its brand strapline to “Get the price promise that really stacks up” on supermarket essentials, they are also seeking big deals on sex toys, too, with new figures showing there has been a rock hard rise in dildo sales compared to last year.

With Valentine’s Day looming, Ocado maintains its customers are getting ballsier than ever when it comes to self pleasure, citing new data which reveals Brits are eagerly adding adult items to their weekly shopping lists.

The run up to Valentine’s has also seen baskets flooded with dildos (up 50% uplift), massage oil (up 45%), and vibrators (up 17.6%), with the “pleasure-positive brand” So Divine also witnessing a 57% increase in searches compared to 2023.

Whether solo or with a partner, it seems Brits are seeking the ultimate pleasure this year, and nearly three-quarters (73%) of baskets that contain sexual enhancement items also feature ready meals.

Ocado health and beauty buying manager Emily Dixon said: “At Ocado, we pride ourselves on offering a diverse selection of products which celebrate self-pleasure. Our customers are becoming bolder with their shopping, and are not ashamed to purchase intimate items alongside their usual groceries for the week.

“We have something for everyone in our selection, so whether you’re solo or spending Valentine’s with a partner, we want our customers to order items they enjoy.’’

Meanwhile, a new report released to coincide with Valentine’s Day is warning brand owners to steer well clear of “love bomb” tactics, with nearly half of consumers (45%) believing over-targeted ads give marketing a bad name, followed by over-communicating (35%), and excessive calling and messaging (28%).

Twilio’s latest Relationship Economy report also shows brands are struggling to keep pace, with constantly evolving customer needs and behaviours being the top challenge faced by marketing leaders (44%), ahead of knowing enough about their customers (42%), understanding their boundaries (42%), keeping things exciting (40%) and maintaining consistent experiences across channels (35%).

However, Twilio says that, despite non-monogamous behaviour, consumers universally value trustworthiness and consistency from brands, prioritising honesty (44%) and reliability (41%) above everything else.

The report concludes: “The truth is that today’s consumers feel emotional connections to a wide range of different brands – and are increasingly suspicious of those that take them for granted. To succeed in this post-monogamous world, it’s crucial to play by the rules of open brand relationships: honesty, respect and a commitment to helping customers feel special.”