In the last decade.. sex on television has certainly become more common.

But talking about it is still fairly taboo. So Heather Mills hit the streets and has this report about a new trend. In her continued series.. Sex for sale.

Passion parties. Adult stores. Sex. It's out there. And women say it's okay. And it's about time. Call it the "Sex and the City" revolution.. Women are opening up about their sexuality. And it's no secret anymore. Challenging the stigma often attached to adult toys.. Mainstream media is getting in on the action.. Even texoma is moving on the trend.

"Oh my gosh!"

Passion parties, the ultimate girls night in.

"They're a lot of fun."

 "They're a lot of fun." The products are designed to promote intimacy and communication between couples. Shelly Gallagher is a fulltime nurse. And she has been hosting passion parties since May. Think of it as a Tupperware party for 2009 Shelly says the intimate home environment offers women a chance to open up and ask questions in a familiar setting. "I teach you how to use it, what it does."

And they're a hit.. She says business has grown.. On average she throws about ten parties a month for ages 18 and up... Shelly says her parties attract every generation.

"Younger ones and middle aged women were all there playing with the same toys and talking about the same stuff."

"Grandma can teach us a thing of two."

Although a female favorite, the parties are also open to men.

"I didn't know some of the products that were out there for men and women," says Watts. "Things for couples, we have lots of things for couples. We have books. We have a stripper pole, we have a love swing, we have a pillow, a passion pillow because sometimes you have people with back problems and knee problems."

Passion parties are enlightening women across the U.S. Decades after Hugh Heffner first brought sex to mainstreet.

"It's time for women to be just as excited and open about it as guys."

Adult stores like Christies Toy Box in Wichita Falls are also seeing a surge in women clientele.

"Over the years it was a lot more men when I first started here, but now it's been more and more women and couples." Especially after samantha jones opened the flood gates in an episode revolving around a certain sex toy..." said Smirl.

"When that certain story first aired, we had a lot of women asking for that certain product." But still not everyone is comfortable talking about it. "Nobody wants to go, well I saw you on the news talking about sex toys last night."

"There are the few that still park behind our building or next door, and they come in and when they get their stuff they want me to double bag it or triple bag it."

Other's insist an openness to sexuality has changed them for the better. After a hysterectomy and back surgery. Loretta Mullin says she needed a way to add spice back into her marriage. "My husband is pleasantly surprised and happy." But shelly says passion parties are more than just fun and games and getting in touch with your sexuality. "The number one reason people get divorced is money and sex and if you're not happy in the bedroom, you're not going to be happy in your marriage," said Mullin.

"There are people that come in with problems and they need help, and that's what I'm here for." Already in a year.. Shelly says she's made a difference. " Husbands call me and say, 'you pulled my wife out of her shell and you saved our marriage.'"

"It helped my marriage out."

"There's always a way to find what's lacking." Reporter: "This is a relationship saver?" Loretta: "Yes, very much so."

Next Wednesday we will take a look at how the church views the role of sex in a marriage.