Sexed-up shoppers in Gloucester are leaving their inhibitions at the door amid a perfect Valentine's storm.
Unless you've been living under a rock for the past two weeks, you'll be aware that the film adaptation of EL James's erotic novel 50 Shades of Grey hits cinema screens tomorrow, and the city's Ann Summers store has seen a change in habits from customers as a result.
With Valentine's Day upon us on Saturday, it's proved the perfect excuse for the city's branch of the lingerie outlet to stock up.
The King's Walk store has an entire wall dedicated to all things 50 Shades and manager Alex Boyer said the film has helped traditionally prudish would-be customers pluck up a bit of courage.
"Handcuffs are our biggest sellers," she said. "They've been flying off the shelves. Whips, paddles, blindfolds and nipple tassles are all doing quite a lot better too."
Special offers to help loved-up couples get in the mood include 30 per cent off lingerie and free lubes and massage oils when you buy "certain toys".
Alex hopes the film will have lasting effects - but isn't optimistic.
"We have had a lot more people coming in and asking about things they probably wouldn't normally," she said.
"Normally they're buying things 'for my sister's cousin's dog's best mate' - you can just say it's for you.
"We just want women to feel sexy here, I've never yet seen a woman in the fitting room who is happy with her body, but you put all this sexy underwear on them and see them think 'hmmm, I look great'.
"I hope it's not just a fad and it helps us, as a country, become a bit more European in our attitudes, but I don't think it will in the long run."
Over at Cineworld in Gloucester Quays, staff are expecting unprecedented demand from people keen to clap eyes on Jamie Dornan and co-star Dakota Johnson. It has dedicated no less than seven of its 10 screens to the film, starring heartthrob Dornan as billionaire sadist Christian Grey.
The first screening is at 12.30pm tomorrow but the cinema is gearing up for an evening rush on Saturday by showing the movie on separate screens at 7pm, 7.45pm, 8pm, 8.05pm, 8.15pm, 8.45pm, 8.50pm, 10pm and 10.30pm.
