Fifty Shades Darker: Sex Toy Economy Braced for Record Sales

Fifty Shades Darker: Sex Toy Economy Braced for Record Sales
8th February 2017 James Brooke

Fifty Shades Darker: Sex Toy Economy Braced for Record Sales

In Lifestyle pr, Client News
  • Sales of bondage products to leap 50% with film release of Fifty Shades Darker ahead of Valentine’s Day
  • Online sales of bondage products have increased by 62% since launch of Fifty Shades franchise
  • Lovehoney official Fifty Shades products expected to see record sales following the release of Fifty Shades Darker on Friday 10 February

The British sex toy and lingerie industry is set for an online sales boom ahead of the ‘Fifty Shades Darker’ film release this Friday (10 February). Performance marketing company, Webgains, reveals how the ‘Fifty Shades effect’ is reflected in the online sales boom of clients in the sex toy and lingerie industry including Ann Summers, Bondara and Lovehoney.

According to performance marketing company, Webgains, web sales of bondage products will surge by up to 50% during the Valentine’s period this year, making it the busiest ever February for sex toy retailers. This prediction follows a surge in sales of products in the couples and bondage categories since the film release of Fifty Shades of Grey in 2015. Ann Summers recorded online sales of bondage products increase by 42.63 percent from 2015-2016 and sales of Bondara bondage products increased by 33.2 percent year on year via the Webgains affiliate network.

Richard Dennys, CEO of Webgains, said: “The global sex toy and lingerie market is predicted to reach a value of £24.01bn by 2020*. According to Webgains data, overall online sales of sex toy, bondage and lingerie products have increased year on year by 62 percent since 2014. When comparing the top fifty products year on year it’s incredible to see the influence that the Fifty Shades franchise has had on what is already a lucrative industry.”

Lovehoney recently moved its affiliate programme to Webgains to support further growth and as part of their global strategy. Lovehoney is expecting online sales of the official Fifty Shades Darker Pleasure Products to go through the roof over the next couple of weeks.

Whereas lingerie continues to be a popular Valentine’s gift year on year, Webgains data reveals how the Fifty Shades effect has prompted the mainstreaming of bondage products. The following chart shows the top 50 selling products ahead of Valentine’s Day in 2015, 2016 and 2017. Bondage products see a surge in popularity in 2015 and 2017; the Fifty Shades film release dates.

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Note to editors:
Rooster PR will coordinate comment, interview and profile opportunities for Richard Dennys, CEO of Webgains.

*Outlook for global sex toys market according to research report by Technavio:

For further press information, please contact:
Yasmine Triana/Aaryn Vaughan/James Brooke
Rooster PR
T: +44 (0)20 3440 8930
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About Webgains
Founded in 2005, Webgains is an international, result-driven performance marketing company headquartered in the UK. Offering a pay-by-performance service, Webgains focuses on driving sales right off the page, harnessing voucher and cashback sites, price comparison and shopping sites, search, retargeting, remarketing, call tracking, content publishing, blogging, tweeting, email marketing and more.

Webgains operates in 14 markets internationally and currently represents affiliate marketing programmes for over 2,000 brands including Nike, Mothercare, Samsung, Ann Summers, LoveHoney, Snow&Rock and Cotsworld Outdoor, promoting offers and deals across over 250,000 publishers. Webgains is pioneering Powerfeed, the world’s most powerful digital assistant in the affiliate marketplace today.

For more information go to,,, or follow @WebgainsUK.