A consumer survey by intimates retailer Ann Summers has discovered that three out of five couples use sex toys together at least once a fortnight.
The National Pleasure Week research found that 80% of Britons own and regularly use sex toys, with 59% switching on their vibrator at least once a fortnight.
The research suggests that intimate apparel stores face little risk of alienating large swathes of their customer base if they introduce what used to be considered riskier product lines.
The retailer says that its more upmarket toys are particularly popular.
“Couples are investing their money in premium sex toys from our online Pleasure Emporium, which offers a wide variety of luxurious and innovative sex toys from a host of independent sex toy brands,” a spokesperson said.