On any typical day here at LELO.com, 50% of transactions are made by men, and 50% by women. If you’re surprised by that figure, don’t be, because that’s a normal buying pattern throughout the whole industry. What might surprise you, though, is how that buying pattern changes in the run up to any big sporting event, like the Super Bowl in the US, or the Champions League final in Europe.
Based on our data, we believe that men and women in relationships have a kind of agreement: the guy spends time with his friends to watch the big game, and in advance he sweetens the deal by buying his partner a vibe which she has chosen, or they’ve chosen together.
So What’s Happening?
We can’t be completely sure, but we ARE sure of this: it’s not a coincidence. The most interesting thing is the way it breaks down regionally. For example, in the days before the Super Bowl, men represent 74% of all Americans buying from LELO. But in the week before this year’s Champion’s league final, which included two Spanish rival teams, more than 80% of Spanish transactions were made by men.
The graph below shows transactions by gender, marked with the dates of big international sporting events, and our projection of how the trend will increase in the run up to the forthcoming World Cup soccer championship.
Data collected from January 2014 on LELO.com
So how do we know the guys are buying for their partners, and not for themselves? Well that’s pretty straightforward. Sales of the three products below explode in this pre-sport buying period, and as you can see, they are not male sex toys.
So we’re asking you this: has your partner ever bought you a sex toy before a major sporting event, and what do you think explains it? Answer below…