When the world shut down, something surprising happened in bedrooms across South Africa. Sales of adult toys soared. What was once seen as taboo became a source of comfort, connection, and self-care. And so began a powerful sex toy trend that continues to shape the industry today.

A Sudden Surge in Demand

In early 2020, as South Africa entered lockdown, many businesses shut their doors. But not the online sex toy industry. While people stayed home, they also started shopping for ways to relieve stress and reconnect with themselves. Pleasure became a form of escape, and empowerment.

At The Honey Room, we witnessed it firsthand. Orders came in faster than we’d ever seen. People were curious. They were open. They wanted to explore.

It wasn’t just about the physical side of intimacy either. Lockdown stripped life back to its basics. Mental health struggles increased, loneliness crept in, and pleasure became a way to cope and a tool for self-soothing.

Breaking the Stigma

The sex toy trend during lockdown wasn’t just about the numbers, it was about the shift in mindset. More South Africans were having open conversations about self-pleasure and wellness. People who had never owned a toy before were adding vibrators, lubricants, and couples’ toys to their carts.

Suddenly, sex toys weren’t “dirty” or “secretive.” They were about care, exploration, and fun.

This was particularly empowering for women. Many women told us they felt more in tune with their bodies. Others said it helped them rediscover confidence and control. In a time when everything felt uncertain, this kind of agency was revolutionary.

Online Shopping Changed Everything

Before lockdown, many people felt nervous walking into adult stores. The rise in online shopping changed that. Discreet packaging, fast delivery, and easy browsing made it easier to explore products without judgment.

At The Honey Room, our luxury branding made a big difference too. We designed our online space to feel safe, elegant, and inclusive. We wanted our customers to feel like they were shopping for an essential, not something shameful.

This shift made the sex toy trend even more accessible. Anyone with a smartphone could shop in peace. It didn’t matter if they lived in Joburg, Cape Town, or a small rural town, they had access to quality products and a welcoming community.

Shifting Relationship Dynamics

Lockdown didn’t just affect individuals, it changed how couples approached intimacy too. For many, long days at home created tension. For others, it sparked creativity. With fewer distractions, couples had the chance to connect in new ways.

Sales of couples’ toys, massage oils, and remote-control vibrators spiked. These products helped couples rediscover each other. Whether living together or apart, toys became a tool for fun, communication, and connection.

Interestingly, long-distance couples started exploring sex tech more seriously. App-controlled toys allowed them to play together, even from different provinces. You can learn more about how this tech works here.

The Rise of Pleasure as Self-Care

Lockdown reminded us all of the importance of mental health. Meditation apps, yoga classes, and wellness rituals became part of daily life. Pleasure followed closely behind.

The sex toy trend became intertwined with self-care. Pleasure wasn’t just about sex, it was about emotional release, better sleep, and stress relief.

Luxury brands like ours embraced this mindset. Our products became part of nighttime routines, just like candles or bubble baths. We spoke more about wellness, boundaries, and joy. And we weren’t alone.

This movement made people feel good about their choices. Guilt and shame slowly started to fade. Pleasure was finally allowed to exist alongside wellness.

A More Open Future:

Lockdown might be over, but the shift it sparked continues. People are more comfortable with their sexuality. They want quality products. They want education. They want to feel seen.At The Honey Room, we continue to see growth in new customers, from curious first-timers to returning shoppers looking to try something new. The sex toy trend is no longer just a trend. It’s part of our culture now. And while there’s still work to be done in breaking stigma, the progress is real. More South Africans are talking about pleasure. And that’s something worth celebrating. Let pleasure be part of your story. Curious where to start your own journey? Explore more at The Honey Room.