Strategic Retail Buying In A Shifting Pleasure Economy

The essential question today isn’t just “What’s new?” It’s “What’s worth it?”

When suppliers provide robust assets, training videos, and compelling product education, buyers are more confident in bringing those items into the store.

Whether you’re sourcing for a boutique, a chain of destination stores or a thriving ecommerce platform, the reality remains the same: margins are more important than ever, and product curation is becoming more strategic. Overall, retailers are responding with a combination of caution and creativity.

“I am closely monitoring price increases but not sacrificing our margins,” says Holly Berejikian, manager and buyer at Sexy Suz in Athens, Georgia. “If a product appears to be sellable at a higher price, then I buy it. If not, I pass.”

Berejikian’s words mirror a common sentiment among veteran buyers who have faced supply-chain disruptions, shipping delays, inflation cycles and consumer fatigue. Keeping profit margins stable while adapting to fluctuating costs is a tricky balance. However, for many, it’s not about avoiding new products but being more intentional about how they are introduced.

“I’m definitely bringing in new stuff,” Berejikian continues. “Our repeat customers deserve to see something different when they shop with us. But I will always have bestsellers.”

That balance between the familiar and the fresh is becoming the main approach in today’s retail environment. A dependable selection of bestsellers provides a base of predictability. These products generate steady traffic, have high sell-through rates and perform well no matter the trends. However, freshness, especially when linked to innovation or seasonal buying opportunities, remains essential for keeping consumers engaged and excited.

One regional chain buyer has developed a three-tier system for purchasing.

“We look at products in terms of proven performers, calculated risks and aesthetic upgrades,” they explain. “If something is both new and beautiful but doesn’t have a clear story or price logic, it doesn’t make the floor.”

That kind of disciplined curation reflects the evolving role of the buyer. Today’s purchasing isn’t just about filling shelves; it’s about forecasting, marketing alignment and emotional connection. Consumers are becoming more selective, not only about what they buy but also why. They’re asking more questions about material quality, power levels, user experience and brand values. Additionally, in many stores, customers are feeling the squeeze of inflation in their own budgets. Products need to justify their price tags.

“We’ve shifted to a model where our wall space is earned,” notes one buyer. “If a product line is consistent, performs well and holds up under higher SRPs, it stays. Everything else has to prove itself in preorders or it doesn’t get a shot.”

That model requires close communication among buyers, floor staff, reps and consumers. Store teams collect real-time feedback on what customers respond to. This feedback loop not only influences initial buy-in but also decides whether a new line gets reordered, expanded or marked down and cleared out.

Even with these measures, there’s still potential for strategic risk-taking. However, the bar is higher.

“Newness is essential,” affirms another buyer from a high-traffic destination store. “But now I run margin simulations before I even request a sample. If a toy retails for $229 and can’t justify the shelf space or explain the price in under five seconds, we move on.”

That doesn’t mean customers only buy entry-level products. Quite the opposite. Many consumers, especially those returning after their first purchase, are upgrading and seeking luxury. However, high-end products must tell a story that resonates, through design, packaging, functionality and price. Buyers prefer SKUs that clearly benefit the customer, whether that’s body-safe materials, multifunctionality or premium features that don’t require a steep learning curve.

What’s falling out of favor? For one thing, products with poor manufacturer support. When suppliers provide robust assets, training videos, and compelling product education, buyers are more confident in bringing those items into the store. As retail becomes more experiential and content-driven, the shelf is only one place a product needs to shine.

Buyers are also avoiding lines loaded with excessive SKUs and little differentiation, or anything that seems like filler.

“If it doesn’t photograph well and can’t sit in a TikTok or demo video naturally, I’m not going to waste space on it,” declares one boutique owner.

Above all, buyers seem to be craving alignment — between product quality and price, between innovation and demand, between novelty and necessity.

In a time of unpredictable shipping costs, the essentials remain reliable choices. Restraints, lubes, batteries, simple wands, bullet vibes, harnesses and plugs continue to form the core of many collections. However, even these basics are being reconsidered. Private-label and house brands are gaining popularity for their profit margins. Multi-use toys and adjustable gear are being emphasized over highly specific, single-function items.

The lesson from this moment is to embrace change wisely, not to fear it.

“I need to know that something will move, but I also want our store to feel alive,” Berejikian says. “People come to us for pleasure, and I want the shelves to reflect that.”

Ultimately, successful retailers are not choosing between bestsellers and newness. They are investing in both with care, curiosity and a commitment to giving customers a reason to return. In a climate of rising costs and market noise, clarity becomes a competitive edge. The winners won’t be those who buy the most or take the wildest risks. They will be those who listen carefully, test intentionally and create assortments that feel both reliable and fresh..

Rin Musick is a 10-year adult retail veteran who has worked in every store position from sales associate to general manager. As a brand ambassador for Sportsheets, she brings her passion for end-user satisfaction to her mission of spreading the word about the company’s historic, current and future innovations in connecting romantic partners.