Adult retailers are increasingly recognizing the significant opportunities presented by mature shoppers, particularly those over 50, who are engaging with sexual wellness and self-exploration in growing numbers. Industry experts emphasize that tailoring the retail experience to this demographic, which often possesses disposable income and a desire for confidence, is crucial for success.

Engaging the Mature Market

Rin Musick, an adult retail veteran with 10 years of experience across various store positions, highlighted on September 8, 2026, that a key opportunity in adult retail lies not in chasing trends, but in acknowledging and accommodating existing customers. Adults over 50 are increasingly embracing dating, new relationships, sexual wellness, and self-exploration. This demographic includes individuals rediscovering themselves after divorce, enjoying an empty nest, or reaching a life stage where they prioritize personal happiness. Many in this age group have the disposable income to invest in quality products, but may lack confidence.

Musick, who also serves as a brand ambassador for Sportsheets, noted that for many women, aging can erode self-esteem due to societal messaging that often prioritizes youth. This feeling of being "too old" to be sexy does not disappear when they enter an adult store. For some customers, entering an adult store requires courage, and they may feel out of place or judged. A positive initial experience can significantly reshape their self-perception and their view of the business.

Creating a positive experience for mature shoppers often involves focusing on comfort rather than just products. Musick suggested practical considerations such as providing a chair for consultations, offering water during longer conversations, or placing a fan near fitting rooms for customers experiencing hot flashes or taking medications that affect body temperature. Utilizing quieter corners of the store for sensitive discussions about vibrators, lubricants, or relationship concerns can also make customers more comfortable.

Conversational Shopping and Education

Comfort also stems from clear communication about the sales process. Instead of immediately asking personal questions, Musick recommended explaining the approach first, for example: "I like to start with some broad questions, and then we’ll narrow things down together so I can help you find something that’s a good fit for you." This approach eases pressure and clarifies that the interaction is a guided process. Starting with product categories like "vibrators, lubricants, sensory products, position support or lingerie" can help customers who are unsure of their needs without overwhelming them.

Understanding a customer's prior experience is also valuable. Asking, "Have you owned something similar that you really liked before, or are we starting completely from scratch?" can help tailor the conversation. This distinction is important, as someone replacing a favorite toy will have different needs than a first-time buyer at age 60. Hands-on interaction, such as encouraging customers to hold products, squeeze silicone, or test buttons, can answer unasked questions.

Education should focus on how products feel in use rather than just features. Instead of listing functions, explaining "This one has a deeper, rumbly vibration, while this one is much buzzier" or describing sensory products as "light and tickly" versus having a "firmer scratch" provides more relevant information. Musick noted that excitement often becomes visible when a customer picks up a product a second time or starts asking questions, indicating they are imagining taking it home.

Building trust can also involve sharing relevant personal experience, such as "Oh, I’ve tried that one. The motor is incredibly strong. If you love powerful vibration, it’s fantastic. If you’re looking for something gentler, I have another option I’d love to show you." This provides honest observations rather than marketing language. Reassuring customers that the goal is to find the right fit, not the most expensive item, can encourage them to answer personal questions more openly.

Diverse Needs and Loyalty

Mature shoppers have diverse needs, ranging from simple lubricants for menopause-related changes to positioning cushions for comfort after surgery, or even powerful rechargeable vibrators they have secretly desired. Some may be adventurous and experienced, while others are nervous beginners. Some might explore BDSM for the first time, while others seek to feel attractive again. Each customer requires enthusiasm, patience, and respect.

Len Covello, CTO of Engage People Inc., noted on May 21, 2025, that members of different generations have distinct shopping habits and preferences for retail loyalty programs. While financial rewards are important across all generations, Baby Boomers are identified as the least loyal among all generations. This underscores the importance of a personalized and comfortable in-store experience for mature consumers, as highlighted by Musick.

A global market of 1 billion consumers between 50 and 70 years old represents a multi-trillion-dollar opportunity, according to BCG research published in 2023. This demographic has immense buying power, spends more on individual purchases than other age groups, and exhibits strong brand loyalty. However, many brands overlook these mature consumers due to misconceptions and a lack of understanding. The return on investment for marketing to mature consumers is often better than assumed.

Key Facts

  • Adults over 50 are increasingly engaging in dating, new relationships, sexual wellness, and self-exploration.
  • Many mature shoppers possess disposable income but may lack confidence when entering adult retail environments.
  • Creating a comfortable shopping experience through practical considerations and clear communication is crucial for this demographic.
  • Educational sales approaches focusing on product feel and personal experience are more valuable than listing features.
  • Mature consumers, a multi-trillion-dollar global market, exhibit strong brand loyalty and higher spending on individual purchases.
  • Baby Boomers are identified as the least loyal generation in retail loyalty programs.