Ignite your night. 10pm — intimate card deck for couples

A deck to explore sex, desire, and pleasure, one prompt at a time.

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Our mission

10PM is an intimacy card deck for couples. Three decks, sixty cards, designed to ignite your love life.

We make the thing most couples never quite say out loud easy to reach for. No euphemisms, no awkward icebreakers. Just honest prompts about sex, desire, and pleasure, in an object you're happy to leave on the nightstand.

The challenges of modern intimacy

Sexual inactivity among young adults has doubled since 2010

Among adults aged 18 to 29, about 24% reported having no sex in the past year as of 2024 — a figure that has doubled since 2010.

Institute for Family Studies — The Sex Recession

Married couples are having less weekly sex than a generation ago

Between 1996 and 2008, 59% of married adults ages 18–64 reported having sex once a week or more. That number fell to 49% for the period 2010–2024.

Institute for Family Studies — The Sex Recession

Sexual inactivity among young men has increased sharply

The percentage of 18- to 24-year-old men who were sexually inactive in the past year increased from 18.9% in 2000–2002 to 30.9% in 2016–2018.

Ueda et al. JAMA Network Open, 2020

The decline shows up across developed countries

Australia, the UK, and the USA saw 10-year reductions in average sex frequency ranging from 15% to 28% across the 2000s decade; France saw a 15% decline from 2011–2020.

Colin Mathers — Declines in Frequency of Sex

Fewer young adults are even partnered

The share of young adults ages 18–29 living with a partner (married or cohabiting) fell from 42% in 2014 to 32% in 2024.

Institute for Family Studies — The Sex Recession

Sexual satisfaction predicts relationship health

A longitudinal study tracking over 2,100 couples found sexual satisfaction predicted future increases in both relationship satisfaction and sexual frequency.

The Sex Recession: Are People Having Less Sex, and Does It Matter?

Sexual inactivity among young adults has doubled since 2010

Among adults aged 18 to 29, about 24% reported having no sex in the past year as of 2024 — a figure that has doubled since 2010.

Institute for Family Studies — The Sex Recession

Married couples are having less weekly sex than a generation ago

Between 1996 and 2008, 59% of married adults ages 18–64 reported having sex once a week or more. That number fell to 49% for the period 2010–2024.

Institute for Family Studies — The Sex Recession

Sexual inactivity among young men has increased sharply

The percentage of 18- to 24-year-old men who were sexually inactive in the past year increased from 18.9% in 2000–2002 to 30.9% in 2016–2018.

Ueda et al. JAMA Network Open, 2020

The decline shows up across developed countries

Australia, the UK, and the USA saw 10-year reductions in average sex frequency ranging from 15% to 28% across the 2000s decade; France saw a 15% decline from 2011–2020.

Colin Mathers — Declines in Frequency of Sex

Fewer young adults are even partnered

The share of young adults ages 18–29 living with a partner (married or cohabiting) fell from 42% in 2014 to 32% in 2024.

Institute for Family Studies — The Sex Recession

Sexual satisfaction predicts relationship health

A longitudinal study tracking over 2,100 couples found sexual satisfaction predicted future increases in both relationship satisfaction and sexual frequency.

The Sex Recession: Are People Having Less Sex, and Does It Matter?

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