BOSTON GLOBE | FEBRUARY 12, 2021
Selling Love and Romance in the time of COVID-19
Retailers and matchmakers adjust to the strangeness of this Valentine’s Day
...For businesses that have seen a slowdown already this year, a dip in V-day sales will be an additional sting. “There are people who are like, I can’t handle the idea of romance right now, I don’t want to be near my partner at all,” said Rachel Wentworth, co-owner of Forty Winks, a lingerie store in Cambridge. Another subset, she added, are “not in a long-term relationship or are not dating” because of the pandemic.
So she’s adapting the store’s outreach this year to fit the times we’re in. “We’re trying to be really consistent with our marketing and messaging, saying, ‘We know that we’re stuck at home, let’s have fun, either by yourself or with a partner. However you want to indulge during this season, we’re here for you,’ ” she said.
And Wentworth has also been noticing an eyebrow-raising trend.
“There are so many people who are like, ‘I have to spice things up, I’m so bored,’ ” she said. “We’ve been selling way more pieces that are over-the-top. There’s this element of ‘we’re home anyway, let’s go all out.’ ” Plunging necklines, bodysuits, and open gussets are big sellers. The more risqué, she said, the better…
By Janelle Nanos Globe Staff
Rachel Wentworth, owner of Forty Winks, arranged lingerie at her shop in Harvard Square. JOHN TLUMACKI/GLOBE STAFF