Apparently Zurich has a type: what Galaxus's 2025 data reveals

What does Switzerland buy when nobody's watching? Galaxus published its 2025 Love + Play sales data in February 2026, and the canton-by-canton patterns are too interesting not to look at.

The headline result: Zurich bought more from Galaxus's erotic range relative to population than any other Swiss canton in 2025. Zug came second, followed by Obwalden and Aargau.

Before we get carried away: this is Galaxus customer sales data, not a representative survey of everyone living in Switzerland. It tells us what was ordered through one large retailer, adjusted relative to canton population. It cannot tell us what every resident owns, uses or prefers.

No judgement. Just data. 👀

Zurich leads overall - and the category details get more specific

Galaxus reports that Zurich placed first for Love + Play purchases relative to population. The next three cantons were Zug, Obwalden and Aargau.

Zurich's category pattern is even more distinctive:

That combination is why our social post went with the line: "Apparently Zurich has a type." It is playful, but the underlying numbers come directly from Galaxus's published 2025 sales summary.

The rest of Switzerland has preferences too

Aargau: the vibrator canton

Aargau residents bought the most vibrators on Galaxus relative to population in 2025. Vaud, Ticino, Zug and Valais also appeared strongly in vibration-related purchases.

Central Switzerland: more BDSM accessories

For BDSM accessories, Galaxus's top five cantons were Appenzell Innerrhoden, Zug, Zurich, Obwalden and Glarus. That puts several smaller Central and Eastern Swiss cantons high in the category once population is taken into account.

Zug and Nidwalden: rings, but not only for fingers

Zug and Nidwalden bought the highest proportion of penis rings in the 2025 Galaxus data.

And there is one category Switzerland appears to agree on: the vibrator remained the most popular sex toy overall on Galaxus. Bondage products also returned to third place in the retailer's bestseller list after dropping out of the top five in 2024.

What this data can - and cannot - tell us

This is where the tiny data-nerd disclaimer matters.

The Galaxus report is useful because it compares purchases relative to population rather than simply showing raw order totals. Without that adjustment, large cantons would naturally dominate.

• The figures describe Galaxus sales, not the whole Swiss erotic-product market.
• A purchase made by someone in a canton does not necessarily mean the product was bought for that person.
• Sales data shows purchasing behaviour, not private preferences or actual product use.
• A canton ranking does not mean every person in that canton behaves similarly.
• The data is descriptive; it does not explain why the regional differences exist.

So no, this is not permission to interrogate your Zurich neighbour about their bedside drawer.

Why this is interesting for Orgelia

Orgelia is being built around a simple problem: intimate-product shopping is fragmented across retailers, physical shops, brands and different levels of public information.

Our own analysis of Swiss sex shops in 2026 found a market that mixes online-only retailers, national chains, local boutiques and specialist stores. Galaxus's sales report adds a different layer: what shoppers actually buy can vary meaningfully across regions and categories.

That is exactly why discovery should be broader than one generic bestseller list. Someone looking for a first vibrator, a specialist BDSM shop, lubricant, a couples product or a physical store in Zurich may be solving completely different shopping problems.