While the holiday season is typically the busiest time of the year for most businesses, some consider Valentine’s Day just as significant as Christmas. Aphrodisiacs, erotic games, intimate accessories—these are just a few of the products Lithuanians eagerly purchase from adult stores as February 14 approaches. And while Lithuanians are becoming bolder when selecting gifts for the day of love, they still prefer anonymity when picking up their online purchases.
From erotic games to remote-controlled toys
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—erotic games, aphrodisiacs, intimate souvenirs, erotic toy sets, massage oils, and remote-controlled toys. One of the best-selling items for the occasion is the ‘Uncomfortable Questions’ card game, which includes 50 intimate questions for couples and 50 intriguing challenge ideas,” he says.
Kristina Sušinskaitė, Head of Marketing and Communications Baltics 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.
Bolder choices, but anonymity still matters
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.
“Physical stores require significant investment, so we started with the most convenient and cost-effective option. 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. That’s not surprising—on the internet, you can browse freely, read reviews, and shop without anyone looking over your shoulder. We’ve noticed that for many customers, the first visit to our physical store can be a challenge. 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.
According to Klusaitis, all online orders are handled with special attention to privacy, regardless of the chosen delivery method.
“All our shipments are packaged neutrally—without logos or any hints about the contents. Whether the package is delivered to a home or a parcel locker, we ensure that no one can guess what’s inside. If a customer requests even greater confidentiality, we can wrap the package in black protective film,” he says.
Buying and delivery habits across the Baltics are similar
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. At the moment, we have nearly 800 parcel lockers across the Baltics, ensuring convenience for all customers,” she explains.
Klusaitis agrees, joking that despite the desire to stand out, buying habits across the Baltic states are quite similar.
“There’s definitely a growing openness in all three countries. Discussions about sexuality have become much more relaxed in recent years, and in terms of adult product consumption, we are catching up with Western Europe. 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.
