Last remaining adult shop in South Wales has seen a sharp surge in customers of all ages looking for better sexual experience.
Cardiff residents are turning up in hordes to its oldest and only adult shop as demand for sex toys have skyrocketed in the last three years.
As many as 60 customers visit Lovecraft daily through recommendations, bringing in an unexpected business boom in the post-pandemic era.
“After Covid hit, we saw a lot more people coming in. Word spread through word-of-mouth, and we even get many people from care homes who are recommended to come here. During special times especially quarantine, people have more needs for sexual life.” said Martin Miller, the owner and only staff member of the store.
While the global sex toy market projects a 13% annual growth toward online shopping after the pandemic, Lovecraft’s brick-and-mortar shop overturns this trend. Despite 39% of UK shoppers purchasing adult products online in 2023’s second quarter, Lovecraft’s physical store outperforms its website sales.
“There’s a lot of things you can buy online, but it’s more personal in-store. People want advice because online purchases often don’t meet expectations,” said Miller after looking for a toy for a customer.
The shop’s customer base has grown more diverse over the decades, ranging from LGBTQ+ customers to professionals of all ages. Female shoppers, particularly interested in lingerie, now make up a significant portion of sales.
The shop has also gained popularity because of its strong protection of customer privacy. It has both front and side entrances, with clear age restriction signs. “I don’t discuss customers’ purchases, and I provide help based on their body language to make first-timers comfortable,” said Miller.
The busy owner spends his days organizing stock, answering consultation calls, and helping customers – sometimes without a break all morning. At 56, Miller has dedicated half his life to this business, which he started 27 years ago when unable to find other jobs.
While the industry seems promising in the age of global economic recession, sex shops face ongoing regulatory challenges. Lovecraft is required to renew its license next September. “The supervisor ensures we maintain strict safety standards. The list of requirements is huge, covering staff security checks and camera placements,” said the owner.
“People used to think I was a pervert because of this job, but that was 20 years ago. Now, there are fewer misunderstandings, and my family is supportive, which makes me proud,” he said.
Sex establishment licenses issued by councils dropped from 386 in 2013 to 256 in 2018 according to BBC. Lovecraft as the last one in South Wales finds its way to sustain in the shrinking but potential industry.
Explore more information about Lovecraft, click: https://www.lovecraftcardiff.co.uk/