Lovehoney has built its business around making online sex toy shopping feel safe and normal. Founded in 2002, the company sells its own products alongside major brands, plus lingerie and wellness devices. Its plain, unbranded packaging is a core part of the pitch: customers can order without worrying about what neighbors or delivery workers might see.
Discounts are central to Lovehoney's customer acquisition strategy. The company currently offers a WIRED-exclusive promo code for 15% off, a 40% discount for new email subscribers that expires after 48 hours, and free shipping on orders over $59. Sale items can reach 70% off, and seasonal products like adult advent calendars are also promoted at reduced prices.
Lovehoney also runs verified discount programs for specific groups. Students, military members, first responders, teachers, and healthcare workers can receive 20% off after verifying their status through SheerID, UNiDAYS, or Student Beans, with essential workers eligible for 25% off. These targeted offers help the retailer reach price-sensitive customers while building loyalty among repeat buyers.