Harrogate, the genteel spa town in North Yorkshire, has unexpectedly clinched the top spot in Lovehoney's 2026 Sex Map, with residents purchasing the largest dildos in the UK. The average dildo bought in Harrogate measures 7.35 inches, surpassing last year's leader Hereford, where the average was 7.13 inches. This marks a significant jump for Harrogate, which failed to crack the top five in the previous year's rankings.
Regional rankings and national trends
Blackpool followed closely in second place with an average of 7.33 inches, while Huddersfield took third at 7.32 inches. Preston came fourth with 7.29 inches, and Coventry rounded out the top five at 7.27 inches. These figures are all above the national average for dildo purchases in 2026, which stands at 7.07 inches, up from 6.84 inches the previous year. Notably, none of last year's top five—Hereford, Jersey, Inverness, Twickenham, and Hemel Hempstead—made the cut this time.
The average UK penis size is 5.63 inches, making the typical dildo purchase notably larger. This size difference is part of a broader trend: UK penis size has increased by 8.9% in two years, placing the country eighth globally for growth, though it ranks 60th overall in size worldwide.
Smallest purchases and regional hotspots
At the other end of the scale, Llandrindod Wells in Powys, Wales, recorded the smallest dildo purchases, averaging 6.64 inches. West London followed with 6.68 inches, the Isle of Man at 6.77 inches, Paisley at 6.80 inches, and East London at 6.81 inches. Even these smallest sizes are still more than an inch larger than the typical British man.
Lovehoney also identified the regions purchasing the most sex toys overall. In England, Waltham Cross in Hertfordshire led the pack, while Alloa near Stirling topped the list in Scotland. Enniskillen in County Fermanagh was the leader in Northern Ireland. In Wales, the town of Mold in Clwyd purchased the most toys nationwide, followed closely by Abergele, Rhyl, and Wrexham, all in the same region.
Implications and context
According to Lovehoney, the data reflects changing consumer preferences and a growing acceptance of larger sizes. The rise in average dildo size from 6.84 to 7.07 inches year-on-year suggests a shift in buyer behavior. While the reasons for Harrogate's surge are not specified, the town's affluent demographic and spa culture may play a role in its newfound ranking.
The findings have sparked conversations about regional differences in purchasing habits and the normalization of sex toy use. As the market continues to grow, Lovehoney's annual Sex Map provides insights into consumer trends across the UK. For those seeking similar data or looking to share their own experiences, Lovehoney encourages engagement through their platforms.
