Harrogate, a North Yorkshire spa town renowned for its gardens and historic Turkish Baths, has claimed the top spot in the UK for the largest average adult toy purchases, according to Lovehoney's 2026 Sex Map. The town's average purchase size now stands at 7.35 inches, narrowly edging out last year's leader, Hereford, which recorded an average of 7.13 inches.
Key Findings of the 2026 Sex Map
The annual ranking, compiled by the online adult retailer Lovehoney, tracks purchasing trends across the UK. This year's data reveals that Harrogate, which failed to make the top five in 2025, has surged to the forefront. Blackpool follows closely in second place with an average of 7.33 inches, while Huddersfield ranks third at 7.32 inches. Preston and Coventry complete the top five with averages of 7.29 and 7.27 inches, respectively.
Nationally, the average adult toy purchased in the UK in 2026 measures 7.07 inches, up from 6.84 inches the previous year. Notably, none of last year's top five locations—Hereford, Jersey, Inverness, Twickenham, and Hemel Hempstead—appeared in this year's list, indicating a significant shift in regional purchasing habits.
Regional Variations in Purchase Sizes
At the lower end of the scale, Llandrindod Wells in Powys recorded the smallest average purchases among surveyed locations, at 6.64 inches. West London followed at 6.68 inches, while the Isle of Man averaged 6.77 inches. Paisley and East London rounded out the bottom five with averages of 6.80 and 6.81 inches, respectively.
These figures highlight notable disparities across the UK, with differences of over half an inch between the highest and lowest averages. The data suggests that consumer preferences vary significantly by region, influenced by factors such as local demographics and cultural attitudes.
Overall Purchase Volumes and Regional Leaders
Beyond average sizes, Lovehoney's data also identified locations where residents purchased the most adult toys overall. Waltham Cross in Hertfordshire topped the list in England, while Alloa led in Scotland. In Northern Ireland, Enniskillen ranked first, and in Wales, the Clwyd region showed particularly high demand, with Mold leading the country, followed by Abergele, Rhyl, and Wrexham.
According to Lovehoney, the 2026 Sex Map is based on comprehensive sales data, reflecting the purchasing behavior of customers across different UK locations. The company notes that the findings offer insights into changing consumer trends and regional preferences in the adult retail sector.
Implications and Trends
The rise of Harrogate to the top spot underscores a broader trend of increased adult toy consumption in unexpected regions. The average size increase from 6.84 to 7.07 inches year-on-year suggests a growing market for larger products, possibly driven by evolving consumer attitudes and product innovations.
As the adult retail industry continues to expand, regional data such as Lovehoney's provides valuable insights for both retailers and analysts. The shift in rankings also highlights the dynamic nature of consumer behavior, with no single location dominating the market for long.
