Business
Milford Haven and Pembroke Dock among top towns in Wales for sex toy sales
MILFORD HAVEN and Pembroke Dock have been named among the top five towns in Wales for sex toy purchases per capita, according to new data from adult retailer Lovehoney.
The UK Sex Map 2025, released this week, reveals that Milford Haven ranks third and Pembroke Dock fifth in the all-Wales rankings. They are joined by Tonyrefail (1st), Aberystwyth (2nd), and Aberdare (4th), with Cardiff, Swansea, and Newport failing to make the top five.
The data is based on anonymised online sales figures, adjusted by population, to determine where residents are most enthusiastic about buying adult products.
A spokesperson for Lovehoney said: “We analysed the number of purchases per person to get a true picture of which towns in Wales are most passionate about sexual wellness. Some of the smaller communities are clearly leading the way.”
Locals in Milford Haven and Pembroke Dock met the news with a mix of humour and curiosity. One resident told The Herald: “We might be quiet, but we’ve got our ways of keeping busy behind closed doors.” Another said: “I suppose we have to make our own fun — there’s not much else to do in winter!”
Why Pembrokeshire?
There may be more to it than meets the eye. While some might find the figures surprising, local factors could explain why the two Pembrokeshire towns are so high up the list.
For starters, there are no licensed sex shops in the county. Pembrokeshire County Council has historically steered away from licensing adult premises, which means residents looking to buy sex toys must do so online. With retailers like Lovehoney offering discreet packaging and next-day delivery, it’s an easy and private alternative.
In addition, everyone knows everyone in towns like Milford and the Dock. The idea of shopping locally for something so personal is enough to put most people off — but the anonymity of an online purchase makes it far more appealing.
Perhaps most intriguingly, Pembrokeshire has one of the oldest populations in Wales. Yet rather than shy away from the topic, older residents appear to be embracing sexual wellness.
One retired resident of Pembroke Dock, laughing, told The Herald: “We might be older, but we’re not dead!”
National trend
Lovehoney’s figures also show that interest in adult products spikes during the winter months and around Valentine’s Day, as people look for ways to improve intimacy or practise self-care.
The data comes with some extra quirks — the company’s interactive map also allows users to compare towns by average dildo length, girth, and lube volume sold.
Whatever the reason, it appears Pembrokeshire is anything but prudish.
As one local quipped: “At least it proves we’ve still got a sense of adventure!”
Business
Tenby Museum and Art Gallery works approved by planners
A CALL for works at what is said to be one of the oldest independent museums in Wales has been approved by Pembrokeshire’s national park.
In an application to Pembrokeshire Coast National Park, Rob Davies sought permission for the replacement of existing single-glazed timber sash to windows to south and east elevations with replica double glazed units at Grade-II-listed Tenby Museum & Art Gallery, Castle Hill, Tenby.
A supporting statement said: “The museum building is in the former National School, built into a medieval domestic building, possibly the hall, depicted as roofless and gable ended in early views. The school was founded in 1832 and enlarged in 1842. The girl’s schoolroom was above, the boys below. It remained in use until the Parochial School was opened in 1874, and the building became the museum in 1878.
“A mural mosaic depicting the history of Tenby was located on the east elevation in 1991. The 1977 listing refers to two round chimneys to the rear, however, only one was located in 2001. Two ranges exist, the original museum adapted from a medieval building used as the National School until 1874 and the former Museum Cottage to the west, now also part of the museum.”
Heritage service Cadw, in its response, lists the museum as “among the early museums in Wales,” while a Wikipedia entry says it is “the oldest independent museum in Wales”.
The application was supported by Tenby Town Council and Tenby Civic Society.
An officer report recommending approval said: “No adverse comments have been received from consultees towards the current proposal, and no third-party representations raising issues relating to listed building matters have been received.
“The proposed scheme is in keeping with the character of the listed building, and its setting in terms of design and form. As such, the application can be supported subject to conditions.”
Business
How ecommerce businesses are adapting to modern day shopping habits
What was once a time-consuming task that involved hours of walking around different shops is now an effortless pastime that can be done in the comfort of your own home.
In the last decade or so, online shopping has evolved significantly. From personalised experiences to an abundance of choice, making a purchase has never been so quick and easy. Of course, businesses have had to adapt to these growing expectations from consumers, who are no longer willing to spend more than a few minutes at checkout or wait more than a few days for their delivery.
So, how are businesses adapting to these modern day shopping habits? Let’s take a look.
Focusing on customer-centric marketing
In a day and age where people are being constantly bombarded with adverts, it’s not enough to stick a product in someone’s face and tell them how great it is. Instead, businesses need a more strategic approach. They must show the customer that they care about their needs and are there to solve a problem, not make a sale.
Offering flexible payment options
The speed of modern day shopping is undeniable. People don’t want to spend ages inputting their personal information and filling out card details. From PayPal to Apple Pay, more and more businesses are providing alternative payment methods to ensure a seamless checkout experience.
One notable trend at the moment is cryptocurrency, thanks to its quick, secure, and efficient transactions. As this has become a popular option, many businesses are now adopting a corporate crypto wallet to facilitate faster payments, giving them an edge over their competitors.
Providing 24/7 customer service (with the help of AI)
Websites don’t close like a traditional shop, meaning anyone can shop day or night. Because of this, people expect help with their orders or an answer to their question straight away, no matter what time of day it is. Of course, many online retailers can’t afford, or don’t have the manpower, to ensure staff are available 24/7, so instead they’re using AI-powered chatbots, which can answer common questions in an instant.
What does the future of online shopping look like?
Retailers are having to adapt constantly to changes in demand and expectations, and it’s unlikely that this will slow down anytime soon. With technology constantly advancing, it’s hard to say what the future of online shopping will look like, but it’s fair to say that it will only get faster, more efficient, and more competitive.
Business
RM Training and Security recognised for work creating opportunities for local people
Certificate from PeoplePlus highlights growing role of Milford Haven firm
RM TRAINING and Security has been recognised for its contribution to helping people into work, after receiving a Certificate of Achievement from PeoplePlus Cymru.
The award was presented on Wednesday (Dec 3). It acknowledges RM’s “valuable support and commitment to creating local opportunities for local people” and its role in helping individuals build brighter futures through meaningful employment.
PeoplePlus is a national organisation working with jobseekers, employers and training providers. Its recognition is typically reserved for businesses that consistently demonstrate community impact and a strong commitment to employability.
A spokesperson for RM Training and Security said the team was proud to be acknowledged for the work it does with learners across Pembrokeshire and Wales.

“We are passionate about giving people the skills and confidence they need to succeed in the workplace. To be recognised for that work means a great deal to the whole team,” the spokesperson said.
RM delivers a range of accredited courses including door supervision, security training, conflict management and emergency first aid. The company has expanded significantly in recent years, supporting both new entrants to the sector and those looking to progress in their careers.
The award was presented on site, where representatives from PeoplePlus met the RM team and congratulated them on their contribution to the local skills agenda.
The company said it will continue to work with partners to strengthen opportunities for those seeking employment in the security industry and beyond.
Photo caption:
RM Training and Security staff receiving the Certificate of Achievement from PeoplePlus Cymru at their Milford Haven base (Pic: Supplied).
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