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Feeld dates, sex parties, and the steady rise of ethical non-monogamy: you don’t need us to tell you that in 2025 Londoners are fully embracing experimentation when it comes to sex and love. But now it’s been confirmed that Londoners are absolute horn dogs, as new statistics from online sex toy retailer Lovehoney have revealed London’s most popular sex toys, and where people are buying them. No, you’re blushing.
Which borough is the kinkiest? And where are residents strictly sticking to missionary with the lights off? From who bought the most butt-blugs to the average dildo size, Lovehoney has dug into the dirty details of our sex lives with its annual Sex Map. The map uses site data to see which regions, towns and cities are buying which toys, weighted against their population.
It turns out the east central Londoners are absolutely gagging for it (are we that surprised?), as they fell into the top one percent for total purchases, making them Lovehoney’s sexiest region in the UK. Good for them. Over the past year, people in Islington, Camden, Westminster and the EC postcode bought 32.953 litres of lube, purchased the most dildos in the UK (with an average length of 6.8 inches), and their surprise favourite toy was a male masturbator.
But one London borough made up more than all the purchases in east central London combined, making them the sexiest borough overall. The people having the most inventive sex in London are in... Wandsworth. The people of SW18 ranked at 256 out of 907 locations in the UK and Ireland. Their favourite costume was a French maid, and their top lube flavour was cherry.
And now for the hard truths. Harrow was London’s least sexy borough, ranking in 885th place for sex toy purchases nationally. Harrow residents bought the smallest dildos in the UK, with an average size of 6.49 inches. At least size isn’t everything.
You can see how your postcode stacked up in Lovehoney’s Sex Map online here.
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