Sex O'Clock - the time of the week when most couples are having sex - is 7.37pm on a Saturday night, according to new research by Lovehoney.
It was chosen as the peak time for lovemaking. Couples said their bedroom fun usually occurred after having a romantic meal and a spell watching TV.
Saturdays are by far the most popular day for sex - chosen by 44% of couples, followed by Sundays (24%) and Fridays (22%).
However, the time when couples most desire sex and when they actually do it differs by around three hours. The time when we are most aroused is 4.33pm on a Saturday, but often there are fewer opportunities to have sex in the late afternoon.
The survey showed that our sex lives are a constant battle between desire and opportunity. A quarter of us are most aroused first thing in the morning, yet just 10% make love at that time because of work pressures.
Lovehoney has reported a three-fold increase in post-tax profits in the year to March 2013, jumping from £750,000 to £2.25 million in just 12 months.
The UK's biggest online retailer saw an increase in both UK and international sales, meaning turnover increased by £8 million from £15.6 million to £23.6 million.
Lovehoney, whose staff have more than doubled in the past two years, attributes some of its success to Fifty Shaeds of Grey and their range of merchandise developed alongside author E L James.
Co-founder Neal Slateford said that the company had taken advantage of the significant shift in shopping habits from high-street to online.
“We have been very effective in becoming the leading online destination for sexual happiness shoppers. They know they are going to get the product they want, at a good price, delivered quickly and discreetly. We have plans to take this offering to a large number of international markets, starting with France and Germany.
Lovehoney enjoyed success at the Retail Week Enterprise Awards as they claimed Pure-Play Etailer of the Year, sponsored by Collect +.
The UK's biggest online sex toy retailer beat other companies including Missguided and my-wardrobe.com at the presitgious ceremony in London on 26 November.
Lovehoney were also named as Highly Commended in the Retailer of the Year category, making them one of only two companies to receive a special mention within their category during the evening.
Co-director Richard Longhurst said: "We're completely delighted to have won such an incredible award, especially when you look at the calibre of our peers. It was a fantastic night and we're very proud to be taking this award home with us. May there be many more to come!"
Lovehoney have won 10 business awards in 2013, including the Internet Retailing Award, where they beat ASOS, Tesco and Burberry. They have also been shortlisted for two Oracle Retail Week Awards in 2014.
Lovehoney has launched its most ambitious TV advertising campaign to date, just in time for the expected surge in Christmas sales.
The Bath-based online retailer used real comments from customers to hammer home its key brand values.
The 30-second advert features three couples explaining why they shop at Lovehoney - stressing its 'fantastic customer service,' ‘discreet packaging,' 'value for money,' and a website that is 'dead easy to use.'
As with Lovehoney's two previous TV ad campaigns, there were issues with regulators Clearcast about what could be shown. Each of the three versions has two different endings depending on the time of airing, with no products being shown before the 9pm watershed.
Post-11pm versions display three different 'kits', the Lovehoney Mains Powered Deluxe Magic Wand Vibrator and the Lovehoney Realistic Oh! Rabbit Vibrator.