The Number Shop

The launch of a sex toy collection to tie-in with the Comedy Central series Broad City calls to mind another connection between sex toys and women on television. In a 1998 episode of Sex and the City, Carrie Bradshaw and her friends visited a sex shop to buy “Rabbit” vibrators. Several of the women that I interviewed for my research on women and sex shopping mentioned that episode as a watershed moment in the normalisation of sex shopping for women.

Sex shops aimed at women customers are now an established part of consumer culture, from the high street to online shopping and designer boutiques. Jacqueline Gold, CEO of Ann Summers, has said that that popping into one of her stores is now “just part of a regular shopping trip” and research would seem to back that up.

But the idea of sex shops for women as “normal” can come at …

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Running a small business successfully requires doing things better than bigger, more convenient rivals. You have to connect with customers and build loyalty that’s not dependent upon price.

In the two years I spent as general manager of a well-loved toy and hobby store in Connecticut, I learned the challenges of competing with major national chains. I also got an education in customer service, managing people, and running a business that has major seasonal changes.

Not every lesson I learned applies to every small business, but most are universal. Most importantly, no matter what your company does, remember that customers drive everything.

Know your customer

About 80% of our business came from regular customers. Many of them had a long history with the store and it was up to me to get to know them, greet them by name, and remember what merchandise might excite them.

It was equally important …

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Sex! We all love it, whether it’s with a partner or solo. And everyone knows a few ~naughty~ items from a sex shop can make it even better.

But despite it being 2016, a lot of us still go a bit pink when we’re doing some sexy shopping.

So we spoke to three sex-shop experts for the lowdown on how to do it.

1. It’s OK to bring a friend.

Why do it? “Shopping with your friends can make the experience far less awkward or intimidating, as you can help each other pick the right one and most importantly, compare notes…” – Eve Fifer, Ann Summers

“Coming in with a friend is probably a lot more fun. You have someone for backup and you can giggle together. And you won’t have to feel that you’re all alone in this brand-new world of sex toys.” – Renée Denyer, Sh!

Any cons? …

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Our guide on starting a toy store covers all the essential information to help you decide if this business is a good match for you. Learn about the day-to-day activities of a toy store owner, the typical target market, growth potential, startup costs, legal considerations, and more!

Toy store businesses can be very general, offering a wide variety of toys, or very particular, specializing in niche products. It is possible to operate this business out of a physical location, or to operate entirely online. Regardless of your unique approach to the market, starting your own toy store requires a considerable amount of start up capital to acquire your merchandise.

Who is this business right for?

First and foremost, this job is for those who love toys. Someone who already collects and sometimes re-sells toys will have an edge over someone completely unfamiliar with this market. Similarly, the ability to research …

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