How to Start an Adult Toy Subscription Box Business

In a world where convenience and personalization drive consumer preferences, subscription box businesses have revolutionized the way people shop. For those selling sex toys, this model provides a unique opportunity to address customers’ needs for discretion, exploration, and variety.

Imagine receiving a curated selection of high-quality products tailored to your desires every month. This level of surprise and customization is what makes subscription boxes so appealing. For instance, brands like Cratejoy or Big Oh! Box has tapped into this growing market, offering couples or individuals a chance to explore intimacy in exciting new ways.

If you’re looking to capitalize on this thriving trend, creating a subscription box business for adult toys could be your next big venture.

Understanding the Subscription Box Model for Adult Products 

Before learning the tricks and tips for creating a subscription box business for adult toys, let us first understand the subscription box model for adult products.

What is a Subscription Box Model?

For businesses, subscription models offer consistent and predictable revenue. In fact, according to a study, the subscription e-commerce market has grown by over 100% annually in recent years.

The subscription box model is a service-based business model where customers sign up to receive curated packages of products repeatedly—typically monthly or quarterly. These boxes are often tailored to customers’ preferences, providing an element of surprise while ensuring convenience and value.

Widely followed subscription tiers:

Why Are Adult Toys a Perfect Fit?

The adult toy industry aligns perfectly with the subscription box model due to its unique characteristics:

Predictable Demand for Discreet and Curated Offerings: With the global sex toys market projected to reach $62.7 billion by 2030, the demand for privacy and tailored selections is growing. Subscription boxes address this by delivering curated products in unmarked packaging, making shopping both convenient and confidential.

Opportunities for Product Education and Exploration: These boxes not only provide products but also educate users through guides and tutorials. Services like “Unbound” introduce beginner-friendly items and gradually offer advanced options, helping customers explore and grow their comfort levels while building trust and loyalty.

Key Benefits for Businesses

Building Customer Loyalty: Subscription boxes foster ongoing relationships by delivering consistent value. Studies show that customers who stay subscribed for a year are more likely to remain long-term, especially when their preferences are regularly met.

Scalability and Cross-Selling Opportunities: As subscriber numbers grow, businesses benefit from improved efficiency and cost savings. Subscription boxes also open doors for upselling premium products or add-ons like lubricants and lingerie.

Steady Revenue Streams: Predictable monthly income provides stability for planning and growth. For instance, 1,000 subscribers paying $50 per month translates to $50,000 in recurring revenue, offering a reliable financial foundation.

1. Conducting Market Research

Comprehensive market research is essential when launching an adult toy subscription box business. With the U.S. and European sex toy markets rapidly growing, in-depth research will help you identify the right target audience and the best locations to focus your efforts.

Identifying Your Target Audience

To succeed, pinpoint the specific demographics and preferences of your ideal customers:

Gender, Age Groups, and Preferences: The adult toy market caters to diverse audiences, from couples looking to enhance intimacy to individuals exploring their personal desires.

For instance, the female sex toy market dominates the adult toy business, with studies finding that more than 50% of adult toy consumers are women, while the largest age group purchasing these products is between 25 and 34. Knowing these trends helps you design boxes that resonate with your audience.

Lifestyle and Purchasing Behaviors: Many consumers in this niche value discretion and convenience. Subscription boxes align with these preferences, as they deliver curated products directly to customers’ homes.

Competitor Analysis

Analyzing existing subscription services provides valuable insights into market trends and unmet needs.

Existing Services: Companies like MysteryVibe and LoveDrop have established themselves by offering curated products, educational materials, and discreet packaging. For example, MysteryVibe focuses on tech-enhanced toys, while LoveDrop includes intimacy-enhancing items for couples.

Identifying Gaps in Offerings: Look for opportunities to stand out. If competitors focus heavily on tech toys, you could target a specific niche, like eco-friendly or body-safe products. Alternatively, you could create boxes catering to underrepresented demographics, such as LGBTQ+ individuals or seniors.

Evaluating Demand for Different Types of Adult Toys and Accessories

Understanding demand for various product categories ensures your box aligns with customer expectations:

Product Demand: Research indicates that vibrators and other high-tech toys dominate the market, accounting for over 35% of global adult toy sales. Accessories like lubricants, blindfolds, and massage oils also enjoy steady demand, making them ideal complementary items for subscription boxes.

Customizable Options: Offering customers the ability to personalize their boxes—such as choosing themes like “Beginner-Friendly” or “Sensory Exploration”—can further cater to demand while enhancing customer satisfaction.

2. Designing Your Subscription Model

Creating a well-structured subscription model is key to attracting and retaining customers in the adult toy subscription box market. This involves choosing the right sex toy supplier, choosing a niche, determining pricing, and deciding on delivery frequency—all tailored to your target audience.

Choosing a Niche

Focusing on a niche helps differentiate your business and create a more personalized experience for customers:

Tailoring Subscriptions for Specific Demographics:

Catering to specific groups can strengthen brand loyalty. For example:

• Couples: Offer intimacy-enhancing products like massage oils, sensual games, and couple-friendly toys.
• LGBTQ+ Community: Create boxes with inclusive and gender-neutral toys to serve this underserved demographic.
• Single Women: As women are the leading buyers of sex toys, you can cater to such groups to improve brand loyalty.
• Gay: You can also start a subscription box for gays that caters specifically to the unique needs and preferences of the gay community. This could include gender-neutral or prostate-focused toys, pride-themed accessories, and curated items that promote intimacy and exploration.

Offering Themed Subscription Boxes:

Themed boxes keep customers engaged and excited about future deliveries. Examples include:

• “Date Night Essentials” with items like candles, lingerie, and toys.
• “Fetish Exploration” introduces products aligned with BDSM or sensory play.
• “Eco-Love” features sustainable and body-safe toys.

By niching down, you can build stronger connections with your audience and stand out in a competitive market.

Pricing Your Subscription Service

Pricing is a critical aspect of your subscription model. Competitive yet profitable pricing ensures your service appeals to customers while sustaining your business.

Pricing Tiers: Offering multiple tiers increases accessibility. The following pricing guidelines can help you set pricing for your adult subscription box business.

• Basic: A $30/month box with essentials like one toy and an accessory.
• Premium: A $60/month box with curated items and exclusive content.
• Deluxe: A $100/month box including premium toys, lingerie, and educational resources.

Discounts for Longer Subscriptions: Encourage customer retention by offering discounts for prepaid plans. For instance:

• Monthly Plan: $50/box
• Quarterly Plan: $135 (10% savings)
• Annual Plan: $500 (17% savings)

It is important to consider all the costs of starting a sex toy business while deciding the subscription fees for your business.

Frequency of Delivery

Determining how often customers receive their boxes impacts both affordability and excitement.  The decision depends on your niche.

For example, couples looking for consistent intimacy boosters may prefer monthly deliveries, while premium customers interested in advanced toys might lean toward quarterly plans to savor their products.

Here are the pros and cons of monthly and quarterly deliveries.

Monthly Deliveries:

Pros: Keeps customers engaged with regular surprises and ensures frequent touchpoints.

Cons: May feel overwhelming if customers don’t fully utilize products before the next delivery.

Quarterly Deliveries:

Pros: Offers customers more time to explore and use products while being more cost-effective.

Cons: Reduced interaction, which may result in weaker brand engagement.

3. Sourcing and Packaging Products

It is essential to source high-quality products and deliver them in discreet yet appealing packaging to create a successful adult toy subscription box.

Building Partnerships with Manufacturers and Suppliers

Collaborating with the right manufacturers and suppliers ensures that you consistently provide high-quality and innovative products to your customers.

Negotiating Bulk Deals for Quality Adult Toys:

Buying in bulk reduces costs and allows you to maintain competitive pricing. Many suppliers offer discounts for large orders—10-15% off for wholesale deals is common in the adult toy industry.

Research manufacturers that are known for producing body-safe materials like silicone or eco-friendly products to align with customer preferences.

Ensuring Product Variety and Reliability:

Customers expect fresh and exciting products in each box. Partnering with multiple suppliers allows you to offer a diverse range of items, such as vibrators, lubricants, bondage accessories, or sensory toys.

Work with trusted suppliers who meet safety and regulatory standards, as this ensures reliability and builds customer trust. For example, Satisfyer and Dame Products are known for offering innovative and customer-approved designs.

Designing Discreet and Appealing Packaging

Packaging plays a critical role in delivering a positive customer experience while maintaining their privacy.

Importance of Privacy for Customers:

Discretion is a top priority in the adult toy industry. A study shows over 70% of customers prefer plain packaging for privacy. Ensure your shipping boxes are unmarked, with no visible brand logos or product hints on the exterior.

Eco-Friendly and Customizable Packaging Ideas:

Modern customers value sustainability and opt for recyclable materials like kraft paper, biodegradable fillers, or reusable storage bags. Many popular brands use eco-friendly materials in their packaging, enhancing their appeal to environmentally conscious consumers.

Customizable packaging can also add a premium touch. For instance:

• Include subtle branding inside the box, such as elegant thank-you cards or reusable satin pouches.
• Offer personalization options, like letting customers choose box themes or add personalized notes.

4. Building Your Subscription Business Online

An efficient and user-friendly online presence is essential for any subscription-based business. Choosing the right tools, designing an intuitive website, and offering secure payment options are key to ensuring a seamless customer experience.

Choosing the Right E-Commerce Platform

Selecting the right platform is the backbone of your subscription box business.

Platforms Like Shopify, WooCommerce, or Adult E-Commerce Scripts:

Shopify and WooCommerce are two of the most popular e-commerce platforms for their ease of use, scalability, and support for subscription services.

Shopify offers apps like Recharge Subscriptions that allow you to manage recurring billing effortlessly, while WooCommerce provides plugins like WooCommerce Subscriptions for flexibility and customization.

However, consider using adult-specific e-commerce scripts, like xMarketplace by Adent.io, for the adult industry, which are designed to handle industry-specific compliance and privacy concerns.

Your sex toy subscription store website built using xMarketplace by Adent.io will look stunning and function seamlessly on all devices, thanks to Bootstrap’s responsive design.

You can assign secondary admins to help manage user accounts, products, orders, invoices, payments, and email notifications. Boost sales by offering attractive discounts—create coupons, set expiry dates, and apply discounts as fixed amounts or percentages to entice visitors.

Subscription Management Plugins and Tools:

Tools like Bold Subscriptions or Cratejoy can streamline recurring billing, subscriber management, and analytics, allowing you to focus on scaling your business. For instance, Cratejoy is a popular choice for subscription box businesses because it offers both a marketplace and tools for creating your store.

Creating a User-Friendly Website

Your website is your storefront, and a seamless user experience can drive conversions and boost customer satisfaction.

Simple Navigation and Clean Design:

Keep your site intuitive, with clear categories for products, pricing plans, and FAQs. A study found that 76% of users say ease of navigation is the most crucial website feature. Use vibrant yet professional visuals to reflect your brand’s personality while keeping the design clean and clutter-free.

Importance of Mobile Optimization:

With nearly 58% of online traffic coming from mobile devices, having a mobile-responsive website is critical. Ensure that your website loads quickly and adjusts seamlessly across screen sizes to provide a smooth browsing experience. 

Integrating Secure Payment Options

Secure and flexible payment options are vital to gaining customer trust and managing recurring subscriptions effectively.

Multiple Payment Gateways:

For industry-specific compliance, offer adult-friendly payment processors like CCBill and Verotel for legal compliance. Providing options for credit cards, wallets, and Buy Now, Pay Later (BNPL) services can cater to a diverse audience.

Handling Recurring Billing Securely:

Use subscription management tools that encrypt customer data and ensure compliance with standards like PCI DSS for secure transactions. For instance, Recharge and WooCommerce Subscriptions allow you to set up recurring payments while protecting sensitive customer information.

5. Marketing Your Subscription Service

A strong marketing strategy is crucial for promoting your adult toy subscription box. You can build brand awareness, attract customers, and drive sales by leveraging digital marketing, social media, and influencer collaborations to market your sex toys subscription business.

Digital Marketing Strategies

SEO for Adult Toy Subscription Keywords:

Optimize your website and content for niche keywords like “adult toy subscription box” or “discreet adult products delivered.” A study shows that 68% of online experiences start with a search engine, making SEO essential.

Use tools like Google Keyword Planner and SEMRush to identify relevant terms and create blog posts, FAQs, or product pages targeting those keywords. For example, a blog titled “10 Must-Have Items in Your Adult Subscription Box” can drive organic traffic.

Paid Advertising (Google Ads, Social Media Ads):

Platforms like Google Ads and Juicy Ads allow you to run targeted campaigns. However, adult products often have stricter guidelines on Google Ads, unlike Juicy Ads, which is compatible with the adult industry. Use creative, compliant ad copy that focuses on the subscription service rather than explicit product details.

For example, highlight themes like “enhancing intimacy” or “self-care made easy.” Allocate budget to high-converting audiences and test ad creatives for better ROI.

Important: These platforms impose specific rules and restrictions on promoting adult products and services. Ensure compliance with their guidelines when advertising your sex toy subscription box business to avoid issues and maximize your reach.

Email Marketing Campaigns:

Build an email list to stay connected with potential and current subscribers. Email marketing has an average ROI of $36 for every $1 spent. Send newsletters featuring exclusive discounts, sneak peeks of upcoming boxes, or educational content like product guides.

You can rely on email platforms for adult website promotions to start and run email campaigns for your adult toy subscription box business.

Social Media Promotions

Social media platforms are a powerful way to engage with your audience and showcase your brand in an approachable and tasteful manner.

Platforms Like Instagram, TikTok, and Reddit:

Visual platforms like Instagram and TikTok are ideal for creative content, while Reddit allows for direct engagement within niche communities. For example:

• On Instagram, post visually appealing photos of your boxes or behind-the-scenes videos.
• Create short, fun, educational videos about your products or unboxing experiences on TikTok.
• On Reddit, participate in subreddits like r/SexToys or r/adulttoys, answer questions, and subtly promote your brand.

Creating Engaging, Educational, and Tasteful Content:

Balance tasteful branding with valuable information. Share content like “How to Use Your Subscription Box Items” or “Top Trends in Adult Products.” Keep posts engaging and avoid explicit imagery to comply with platform guidelines.

Partnering with Influencers

Collaborations with influencers can build credibility and expand your reach within your target audience.

Collaborating with Adult Content Creators or Sex Educators:

Partner with influencers who align with your brand values, such as sex educators or lifestyle bloggers in the adult wellness space. For instance, creators like Sex Positive Families can share your products with their engaged audiences.

Offering Affiliate Marketing Opportunities:

Launch an affiliate program where influencers earn commissions for driving sales. This encourages long-term partnerships and provides measurable ROI. Influencer Marketing Hub says businesses make $6.50 for every $1 spent on influencer marketing.

Combining digital marketing, social media engagement, and influencer partnerships, you can effectively market your subscription service and attract a loyal customer base.

6. Tracking and Optimizing Performance

Monitoring performance and continuously refining your strategy are critical for the long-term success of your adult toy subscription box business.

Key Metrics to Monitor

Churn Rate and Lifetime Value of a Customer (LTV)

Track how many customers cancel their subscriptions (churn rate) to understand retention challenges. A low churn rate indicates strong customer satisfaction, while a high churn rate highlights areas for improvement.

Combine this with a customer’s lifetime value (LTV) to gauge how much revenue each subscriber contributes over time. For instance, if your average customer spends $50/month and stays subscribed for 10 months, their LTV is $500.

Revenue Growth and Subscription Renewals

Monitor revenue trends to identify whether your business is scaling effectively. Pay special attention to subscription renewal rates—a 5% increase in customer retention can boost profits between 25% to 95%, says a study. Offer incentives like discounts or bonus items to encourage renewals.

Continuous Improvement

Gathering Feedback Through Surveys

Regularly collect customer feedback using tools like Google Forms, Typeform, or SurveyMonkey. Ask about product preferences, box themes, and overall satisfaction. For example, a quick post-delivery survey can help identify which products resonate most with your audience.

Introducing New Products or Themes

Keep your offerings fresh by adding new items or seasonal themes to excite your subscribers. For instance, introduce a “Valentine’s Day Romance Box” or a “Summer Sensuality Kit.” Analyze sales and feedback data to determine which themes or products drive engagement most.

You can optimize your subscription box business for sustained growth and customer satisfaction by closely monitoring metrics and staying receptive to customer input.

Conclusion

Starting a subscription box business for adult toys is a lucrative opportunity in a growing market. By carefully researching your audience, curating high-quality products, creating a seamless online experience, and implementing effective marketing strategies, you can build a thriving business that fosters customer loyalty and satisfaction.

Continuously track performance, gather feedback, and innovate your offerings to stay ahead in this competitive industry. With the right approach, your subscription box business can deliver both excitement and value to your customers while ensuring long-term success.

FAQs: Starting an Adult Toy Subscription Box Business

1. What are the main benefits of a subscription model for adult toys?

A subscription model offers predictable revenue, builds customer loyalty, provides opportunities for cross-selling, and allows customers to explore curated products, enhancing their overall experience discreetly.

2. How much does it cost to start an adult toy subscription service?

Starting an adult toy subscription service can cost between $5,000 and $20,000+, depending on factors such as inventory, packaging, website development, and marketing.

3. What types of products should I include in my subscription boxes?

Include a mix of adult toys, lubricants, accessories, and educational materials tailored to your target audience’s preferences and comfort levels.

4. What are some effective marketing channels for adult toy subscriptions?

Email marketing, social media, paid advertising, and strong SEO are key marketing channels for a successful adult toy subscription business.