The Most Popular Sex Toys in America: State Map and Sex Toy Statistics

By Dr. Evan Goldstein | Originally published August 29, 2022 | Updated October 22, 2026

Sex toys aren’t a whispered topic anymore. At Bespoke Surgical, we see them as part of self-care, whether you’re exploring solo or with a partner. A toy can stretch out foreplay, make the build-up more intense, and help you learn what your body actually likes.

So which toys have earned a spot in America’s nightstands? We’ve tracked that question since 2018. This page pulls together three rounds of our research: Google Shopping search data from 2018 and 2020, plus Google Trends data and a survey of more than 1,000 Americans from 2022.

What Is the Most Popular Sex Toy in America?

The most popular sex toys in America are dildos, butt plugs, vibrators, and Fleshlights, based on 2022 Google Trends data across all 50 states and D.C. Dildos have stayed near the top since our first study in 2018, which makes the dildo one of the most consistently popular sex toys in the country.

Tastes shift by region. Indiana, Kentucky, South Carolina, and Virginia lean toward clitoral vibrators, while Massachusetts and Utah prefer wand vibrators. Arizona searches most for anal vibrators and Rhode Island for anal beads. Butt plugs lead in Idaho, Iowa, Kansas, New Hampshire, North Dakota, and South Dakota.

Butt plugs earn their spot. They can help relax the muscles before anal sex, add to foreplay, or deliver anal stimulation on their own.

Most Popular Sex Toy in Every State (2022): Key Takeaways

The map above shows the top-searched sex toy in all 50 states and D.C., based on Google Trends data from the 12 months before July 2022. The results are more varied than you might expect.

Dildos lead the most states. Dildos are the top search in eight states: Alabama, Alaska, Florida, Mississippi, New York, Ohio, Texas, and Washington. Michigan’s top pick is a double-ended dildo, which brings the total to nine. Dildos have stayed near the top since our first study in 2018.

Vibrators win in 12 states, but no single style dominates. Clitoral vibrators lead in six (Arkansas, Indiana, Kentucky, Oklahoma, South Carolina, and Virginia). Wand vibrators lead in Massachusetts and Utah. Arizona prefers anal vibrators, Louisiana G-spot vibrators, Montana rabbit vibrators, and Nebraska finger vibrators.

Fleshlights and butt plugs each lead six states. Fleshlights top the list in California, Connecticut, Hawaii, Minnesota, Nevada, and New Mexico. Butt plugs lead in Idaho, Iowa, Kansas, New Hampshire, North Dakota, and South Dakota. The butt plug states stretch from the Mountain West to New England, so demand isn’t tied to one region.

Anal toys lead in 10 states. Butt plugs (6 states), anal vibrators (Arizona), anal beads (Rhode Island), and prostate massagers (Maryland and Tennessee) together account for 10 states. That supports the gay couples and anal play section further down the page.

Bondage and kink gear leads in 10 states. Sex whips top the list in Georgia, Illinois, and New Jersey. Nipple clamps lead in Pennsylvania, Wisconsin, and D.C., and cock cages lead in Colorado, Missouri, and Oregon. North Carolina searches most for sex handcuffs. Cock rings add two more states (Maine and West Virginia).

Strap-ons lead in three states. Delaware, Vermont, and Wyoming all search for strap-ons more than any other toy.

The Most Popular Vibrators in the U.S.

Rabbit vibrators are the most popular vibrator in the U.S., with a combined search interest score of 3,060 across all 50 states. A rabbit works like a cross between a dildo and a clitoral vibrator, stimulating inside and outside at the same time.

Clitoral vibrators come next at 2,671, and Oklahoma searches for them more than any other state. Many people with a clitoris don’t orgasm from penetration alone, which helps explain the demand. 

The prostate massager follows at 2,196, with Tennessee leading the country. Interest keeps climbing among gay, bisexual, and straight men alike, and it’s one of the most popular sex toys for men alongside the Fleshlight. The prostate, often called the P-spot, sits about two inches inside the rectum, which is why prostate toys are angled and need a flared base.

Sex Toy Usage Statistics: Who Uses Toys and How

Most Americans use sex toys on their own. Respondents were twice as likely to use a toy solo as with a partner. Bisexual, female, and Gen Z respondents reported the highest monthly solo use, while bisexual, gay and lesbian, and female respondents reported the most use with a partner.

Is sex better with a toy or a partner? For some groups, the toy wins. On a 1 to 10 scale, bisexual respondents rated sex with a toy at 7.53 and sex with a partner at 7.19. Female respondents also gave toys the edge, 7.56 to 7.36.

Not everyone has brought a toy into the bedroom yet. 34% of respondents have never used a sex toy with a partner, and 16% have never bought one.

Sex Toys for Couples

Couples are more open to toys than you might expect. 89.2% of respondents said couples are receptive to experimenting with toys, and only 10.8% find them intimidating. Over 30% prefer to have sex with a partner and a toy at the same time. A shared toy can add something new to a relationship and make it easier to talk about what each of you wants.

Sex Toys for Gay Couples and Anal Play

Toys play a big role in anal sex. In an earlier Bespoke Surgical survey, 55% of gay men and about 38% of straight women said they use toys to prepare for anal sex, for pleasure, or both. Prostate massagers, butt plugs, and anal beads all rank among the top toys in several states.

LGBTQ+ Americans also led sex toy buying in 2020. Nearly half (48%) of gay and lesbian respondents bought a sex toy that year. Strap-ons gained ground over the same period, rising from the top toy in four states in 2018 to six states in 2020. Couples of every orientation use strap-ons, including for pegging.

How Much Do Americans Spend on Sex Toys?

Americans spend $140.53 on average for a high-quality sex toy, and 53% of respondents will pay $100 or more. Most don’t buy from sex shops. The largest share, 38%, buy their toys on Amazon.

How Sex Toy Trends Have Changed Since 2018

The best-selling sex toy categories have shifted in each round of our research. Dildos led in 2018, male sex toys led in 2020 once we added them as a category, and dildos, butt plugs, vibrators, and Fleshlights led in 2022.

The 2018 and 2020 studies used Google Shopping data and the 2022 study used Google Trends, so compare the direction of change rather than exact counts.

The pandemic gave sales a push. 44% of all respondents bought a sex toy in 2020. Gen Z matched gay and lesbian respondents at 48%, and for 47% of those Gen Z buyers, it was their first sex toy ever.

“In just a few years we’ve seen a dramatic increase in Americans’ acceptance and use of sex toys,” said Dr. Evan Goldstein, founder and CEO of Bespoke Surgical. “We know that toys, when used safely and properly, are an important part of the sex lives of both individuals and those within relationships.”

Why Gen Z Is So Open to Sex Toys

Gen Z treats sexual wellness as normal. Trade publication WWD and others describe the TikTok generation as more informed, open-minded, and less self-conscious about sex than any generation before it. Our data points the same way: Gen Z reported some of the highest solo toy use of any group.

How to Use Sex Toys Safely

A good toy is a safe toy. As a practice that treats anal and pelvic floor conditions every day, we see what happens when toys are used without care. Follow these basics:

• Choose body-safe materials. Medical-grade silicone, glass, and stainless steel are nonporous and easy to clean.
• Use a flared base for anything anal. The rectum can pull a toy inward, so anal toys need a wide base or a retrieval loop.
• Match your lube to the toy. Use water-based lube with silicone toys, since silicone lube can break down the surface.
• Clean toys before and after every use. Follow the maker’s instructions, and put a fresh condom on any toy you share or move between partners.
• Go slow and stop if it hurts. Pain or bleeding during anal play is a reason to stop and see a provider. Small tears like anal fissures heal best when treated early.

Frequently Asked Questions (FAQs)

What is the most popular sex toy in America?

Dildos, butt plugs, vibrators, and Fleshlights are the most popular sex toys in America, based on 2022 Google Trends data. Rabbit vibrators are the most searched vibrator.

Is sex better with a toy or a partner?

It depends on who you ask. Bisexual respondents rated sex with a toy higher (7.53 out of 10) than sex with a partner (7.19), and over 30% of all respondents prefer using a toy with a partner.

How much do people spend on sex toys?

Americans spend $140.53 on average for a high-quality sex toy, and 53% will pay $100 or more.

Where do most people buy sex toys?

Amazon is the most common place, used by 38% of respondents, more than any sex shop.

How many people use sex toys with a partner?

About two-thirds of respondents have used a sex toy with a partner. The other 34% have only used toys alone or not at all.

Methodology

For 2022, we compiled a list of popular sex toys from PureWow, GQ, and Advocate, then analyzed Google Trends search interest for each toy across all 50 states and D.C. from July 2021 to July 2022. We also surveyed over 1,000 Americans across gender identities, ages, and sexual orientations from June 29 to July 1, 2022.

For 2018 and 2020, we grouped toys into broad categories: butt plugs, vibrators, dildos, handcuffs, bondage gear, cock rings, male sex toys (added in 2020), and strap-ons. We measured Google Shopping search interest for specific toys within each category, such as jeweled anal plugs, rabbit vibrators, wand vibrators, suction cup dildos, ball gags, floggers, and Fleshlights. The category with the highest average interest was named the most popular in each state or city.

Closing Thoughts

“At Bespoke Surgical, we view sex toys as a form of self-care and self-discovery, which is why opening the doors to make them a mainstream topic is so important to us,” said sexual health and wellness expert Dr. Evan Goldstein. “One of the most encouraging findings was Gen Z’s strong presence in the results. It’s a sign the next generation is breaking down sexual stigma.”

Sex is fun, and the right toy can make it better. Used safely, toys are a great way to explore alone or together. For more research on how Americans have sex, read our Oral Sex in America survey.