Valentine’s Day causes a clear uptick of discreet gifts, when people are buying aphrodisiacs, erotic games and intimate accessories from adult stores as February 14 approaches.
Povilas Klusaitis, the head of the adult store Fantazijos.lt, notes that Lithuanians have become significantly more open over the past few years. While vibrators remain popular, Valentine’s Day shoppers increasingly opt for gifts designed for couples. “As Valentine’s Day approaches, we see a surge in sales of couples’ products and playful gift ideas— such as erotic toy sets, massage oils, and remote-controlled toys, in addition to aphrodisiacs, erotic games and intimate accessories.
Kristina Sušinskaitė, Head of Marketing and Communications at Venipak, a logistics company that has been working with Fantazijos.lt for 13 years, confirms a noticeable increase in shipments leading up to Valentine’s Day.
“For an adult store, Valentine’s Day is like a second Christmas. The only difference is that people shop for gifts over a longer period before the major winter holidays, while Valentine’s Day shopping tends to be more last-minute—orders increase significantly about a week before February 14,” she explains.
Men visit physical sex shops more frequently
Klusaitis recalls that when the business started 16 years ago, it launched as an online store since adult products were still considered taboo, and e-commerce provided customers with a sense of anonymity.
“Over time, we realized that customers wanted the opportunity to see, touch, compare products, and seek advice. That’s how our physical stores started appearing—first in Vilnius, then in other cities. We have followed the same strategy in the Baltic states. Initially, we focused solely on e-commerce in Latvia and Estonia, but last year, we opened our first store in Riga,” he says.
When asked about the differences between online and physical store customers, Klusaitis notes that men tend to shop in person more often.
“Online shoppers feel more at ease and tend to choose bolder products. While the ratio of male and female shoppers is quite balanced online, men visit our physical stores more frequently. Our core audience is people aged 25-45, but we’re increasingly seeing older customers looking for solutions to improve their sexual health,” he adds.
Buying and Delivery Habits Across the Baltics Are Similar
Klusaitis agrees, that despite the desire to stand out, buying habits across the Baltic states are quite similar. “Products that were once considered niche, used by a small fraction of society, are now becoming a mainstream and widely accepted product category,” he concludes.
When asked about differences in delivery preferences across the Baltic states, Sušinskaitė emphasizes that speed and flexible delivery options are the top priorities for customers in all three countries.
“There are no major differences between Lithuanians, Latvians, and Estonians. If anything, Estonians are slightly more tech-savvy and adopt new solutions more quickly—for example, they are more likely to use QR codes for parcel pickup. But overall, customers in all three countries prioritize fast delivery and the ability to choose between home delivery and parcel lockers. Now, we have nearly 800 parcel lockers across the Baltics, ensuring convenience for all customers,” she explains.