At STIMULATE, we define sexual wellness as ranging from from purpose to pleasure — from menopause care and pelvic health to intimacy products and wellness essentials to hormone well being and delay spray for ED. But too often, these categories are still merchandised in isolation.
Very simply, in today’s evolving retail landscape, categories once considered separate are now deeply connected. And to support this, retailers need to consider how cross merchandising can help boost sales while also supporting their consumers in more expansive ways, as well.
When done thoughtfully, cross merchandising doesn’t just increase basket size, it improves customer confidence, simplifies decision-making, and supports a more complete wellness journey.
Why Cross Merchandising Matters
Consumers don’t experience their lives in product silos. A woman shopping for menopause support may also be navigating changes in intimacy. A man purchasing condoms may benefit from education around comfort, lubrication, or performance support. When retailers merchandise by lifestyle, solution, or stage of life — instead of strictly by product type — they remove friction.
And friction is what often prevents customers from purchasing more — or purchasing at all.
Cross merchandising works because it anticipates needs customers may not feel comfortable asking about.
Think in “Solutions,” Not Shelves
Instead of organizing purely by brand or category, consider building small “solution stories” throughout the store.
For example:
- Menopause Support Zone: Menopause supplements alongside lubricants, pelvic floor support tools, cooling products, and educational resources.
- First-Time Intimacy Kit: Condoms, gentle lubricant, educational materials, and wellness-focused pleasure items positioned as empowerment, not embarrassment.
- Performance & Confidence Collection (Men’s): Rings, pumps, lubricants, and condoms grouped under a confidence-forward message rather than clinical language.
- Self-Care & Solo Wellness: Pleasure products displayed with candles, bath items, or massage oils to reframe the category as holistic wellness.
The key is context. When products are shown together with purpose, customers feel guided rather than sold to.
Small Space? Even More Reason to Cross Merchandise
Many specialty retailers operate in limited square footage and as a result, every inch has to work harder. Cross merchandising is not about adding more inventory — it’s about being smarter about how you use your inventory, displays and total space.
Instead of dedicating separate sections for every subcategory, create micro-displays:
- Countertop bundles
- Endcap “Complete the Experience” pairings
- Shelf talkers that suggest add-ons
- Tiered trays featuring three complementary items
- Under $10 items in near check-out
Even a small sign that says, “Pairs Well With…” can meaningfully increase units per transaction. Another tip? In tight spaces, vertical displays and curated baskets can help showcase complete solutions without overcrowding the floor.
Normalize Through Proximity
Another powerful benefit of cross merchandising in intimate wellness categories is normalization. When menopause care sits near intimacy support — or condoms are positioned near educational books — the message shifts from taboo to practical wellness.
Proximity signals permission.
Customers are more likely to explore when products are presented as part of everyday health and lifestyle rather than isolated behind invisible walls of discomfort.
Educate Without Overwhelming
Small signage can be transformative. From signage that simply states “Recommended Together” or “Support During Hormonal Changes”, there is no shortage of ways to ease your customers navigation of your store through intentional signage… even if short and sweet. A few other ideas?
- Enhance Comfort & Confidence
- Customer Favorites
- Staff Picks
- Stocking Stuffer
- Budget Friendly
You don’t need lengthy explanations — just enough guidance to reduce uncertainty. Plus, remember that the consumer mindset thinks about cost, too. Cater to all angles a customer makes a decision, not just the ones that influence sexual well-being.
From Transaction to Trust
Cross merchandising is ultimately about trust. When retailers anticipate customer needs, they position themselves as supportive partners rather than product pushers. And in categories that span purpose to pleasure, trust is everything.
Today’s retail climate demands customer care while also strategically figuring out how to increase units per transaction, strengthen store experiences and ultimately, boost store revenue. Cross merchandising doesn’t have to mean aggressive selling. It can simply mean helping customers see the full picture.
Curious how STIMULATE can help you elevate your own retail store? Explore our STIMULATE+Insider program here!
Written by Nicole Leinbach Hoffman, Founder of STIMULATE. Hoffman is a frequent guest and contributor to various media outlets that have included The Today Show, Forbes, Entreprenuer.com and countless B2B publications – including having a regular column with Smart Retailer Magazine. Additionally, Hoffman has supported American Express’s Small Business Saturday as a Spokesperson and is the Author of the book “Retail 101: The Guide to Managing and Marketing Your Retail Business” from McGraw-Hill. In 2022, Hoffman was recognized as one of Women Wear Daily’s “25 Most Inspiring Women in Retail” and has been on the list of the world’s most influential retail leaders from Rethink Retail since 2015. In 2023, Hoffman was recognized by fashion retail leader American Eagle on a billboard in Times Square as a Global Change Maker with her work in retail, specifically highlighting her support of making sexual health products more accessible in retail destinations. Additionally, Hoffman has been an Adjunct Professor at Columbia College where she has taught retail marketing. Connect with Hoffman at nicole@retailminded.com.
