Store shelves at supermarkets, pharmacies and supercenters not only have your household items. Customers may see some items for adults' eyes only.
Many stores are now making room for adult massagers, according to USA Today.
CVS, Walgreens, Target and Walmart are among major national chains that now include the devices on the shelves.
The items have been around a long time, but their availability on the mass market is new.
Sex experts said it's because of a number of factors, including marketing that targets the average woman. They also said society is changing and sex is talked about more openly.
A Walmart spokesman said that while they expect some backlash, they have research that shows women do want to buy them.