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VIBES MATTER
A few issues ago I wrote about my favorite coffee shop that I make a point to stop at most mornings. The vibe and the conversation to me were worth spending a little more than at a national chain closer to home.
Well imagine my surprise when I popped in the other day and discovered that the coffee shop was under new ownership! On top of that, the new owner changed things up and put her own personal spin on things.
Initially I was pretty bummed that my favorite spot was no longer giving me the same feels, but after a few weeks, I came to appreciate all the changes. Perhaps the most special aspect of these new changes is the guest book. It isn’t just a notebook where customers can leave their name and address, it is filled with sections that tie to the new medieval theme, like apothecary’s advice, the scroll of gratitude, and the royal court’s recommendations. Guests can share just about anything that’s on their minds or just look through the book and feel inspired, uplifted and filled with gratitude by the contributions of other patrons.
So while I may miss some aspects of the shop from the previous owner, the new ownership definitely knows how to connect with its customers and make the experience more than just about how good the drinks taste.
Your job isn’t just to sell merchandise, it is to give your customers, it is to make them feel good about visiting your store, about their purchase and about themselves.”
The same principle applies to your retail store. How does your store connect to customers beyond the merchandise on the shelves? If you’ve never thought about this before then you are missing a huge opportunity.
In this issue you’ll read about Shedd Aquarium’s reimagined, immersive gift store. It gives guests the illusion that they are under the sea as they explore the wonderful gifts and souvenirs that remind them of their time there. I hope you are inspired to give your customers an unforgettable experience when they walk through your doors.
It’s similar to one of my favorite Maya Angelou quotes. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Your job isn’t just to sell merchandise, it is to make them feel good about visiting your store, about their purchase and about themselves. Doing so will lead to repeat business, positive reviews and an unforgettable experience.
q MAKING WAVES
Happy Place Gift Boutique debuts in Rehoboth Beach
M2, a longtime gift shop on Rehoboth Avenue in Rehoboth Beach, Delaware, changed its name to Happy Place Gift Boutique when new owners Heather and Dominick Napolitano stepped in this spring. The store features a mix of destination-specific souvenirs for vacationers and gifts that appeal to locals.
The gift shop hosted a grand opening March 22 for the general public, just ahead of peak season. Napolitano says she’s excited to offer a “Happy Place” for tourists and locals alike in Rehoboth Beach.
Brackish opens in New Braunfels, Texas
Brackish has opened as a new coastal clothing and gift store in New Braunfels, Texas, just in time for the peak summer season. The store, which is housed in a historic home along West Mill Street, features swimwear, beachwear, jewelry and accessories.
The store is a passion project for Owner Kayleigh Bryan who has a love for both retail and the sea. Knowing that there weren’t many retail options in town for swimwear, Bryan says she wanted to dedicate her store in part to swimwear and beach clothing.
Bryan says she hopes Brackish can be a destination for locals and tourists alike to find swimwear and beach accessories.
Liberated Brands’ bankruptcy case dismissed
The U.S. Bankruptcy Court for the District of Delaware has officially dismissed the Chapter 11 bankruptcy case for Liberated Brands LLC and its affiliated entities, marking the end of a turbulent period for the former operator of prominent surf and skate brands.
Liberated Brands, which managed retail and e-commerce operations for labels such as Quiksilver, Billabong, Roxy, RVCA and Volcom under a licensing agreement with Authentic Brands Group, filed for bankruptcy protection in February. According to the Wall Street Journal, the company has closed over 120 retail locations in the U.S. and Canada.
Liberated Brands has completed the necessary steps to conclude its affairs under court supervision. As the company ceases its operations, the brands it previously managed will continue to operate under new licensing arrangements with the help of Authentic Brands Group.
Global Traveler Magazine recognizes Dune Jewelry for second straight year
Global Traveler Magazine, a publication dedicated to luxury travelers, has selected Dune Jewelry as its Best Destination Jewelry Brand for a second consecutive year in its 13th Annual Leisure Lifestyle Awards. The annual survey honors the best in the world of leisure and lifestyle travel, awarding goods, services, destinations, hotels, airlines, airports, cruises and more.
Holly Daniels-Christensen, founder and CEO of Dune Jewelry, says she credits the company’s customers and followers for receiving this award.
“For the second year in a row, Dune Jewelry has been named the No. 1 destination jewelry brand by Global Traveler Magazine, and it’s all because of you,” she posted to Instagram in early May. “To our incredible customers, you’ve shared your stories, your sand, your heart. You’ve trusted us to hold your memories, and we don’t take that lightly. To our talented artisans, you bring these memories to life with your hands, your passion and your craftsmanship every single day. And to our devoted team, you are the soul of Dune, building something meaningful, piece by piece.”
Global Traveler Magazine surveyed its readers from Sept. 20, 2024, to Jan. 30, 2025, with open-ended questions for the best in categories of leisure, luxury and lifestyle travel.
In addition to Dune’s award, the publication recognized Charleston, South Carolina, as the Best Leisure Destination in the U.S. and Amelia Island, Florida, as the Best Island in the U.S.
Post Road Supply expands into coastal gifts and apparel
A Connecticut store that has focused on men’s gifts is expanding its offerings. In 2021, Caroline Olson opened Post Road Supply as a gift shop for men’s name-drop merchandise, apparel and gifts in Old Saybrook, Connecticut. The store opened to provide a one-stop destination for gifts, apparel and New England-themed souvenirs all geared toward men.
At the start of 2025, Olson says she expanded Post Road Supply’s focus to offer a coastal-themed gifts and apparel.
“We had some unused space in a section of the store that had couches for guests, so we took those out and transitioned that space to be more functional,” she explains.
Removing the couches gave Olson an opportunity to reorganize the shop and expand into new merchandise categories, including coastal gifts and kids’ apparel, specifically.
Olson says Post Road Supply still wants to have a heavy focus on offering a wide selection of men’s gifts and apparel to serve that niche.
“I wanted men to have a space to buy apparel and gifts,” she shares. “I want to offer them a curated shopping experience. As much as I want men to have their own shopping space, I also want this to be a great space for women buying gifts for men in their lives, like their dad, brothers, husband. Part of that is leaning more into coastal goods and more categories, such as the candles
or coastal baby apparel.”
The shop added Angel Dear footie pajamas as one of its new coastal baby apparel options, and Olson says those have sold out fast.
“We’re leaning more into our coastal New England vibe,” she says. “And people have been loving it. In retail, you have to spin the wheel, try new things by moving things around and adding new merchandise.”
TARIFF NEWS
ANDMORE releases strategic support initiatives amid economic shifts
As a connector of buyers and sellers through its market events, ANDMORE has released strategic support initiatives to help its community during this period of economic uncertainty. The company says it wants to focus on delivering value and amplify the voice of the industry at every level.
ANDMORE CEO Jon Pertchik says the company recognizes the pressures that today’s retailers are facing. He says ANDMORE is committed to being part of the solution, adding that the 90-day pause on reciprocal tariffs came as a welcome reprieve.
“But we still have work ahead of us,” says Pertchik. “By offering tangible support like merchandise credits and advocacy efforts, we’re helping our partners weather short-term challenges. We’re listening, we’re acting and we’re standing with our industry.”
The company says it plans to engage in industry advocacy efforts in Washington, helping to present actionable perspectives to policymakers. In addition to advocacy, ANDMORE has partnered with Bridge Tower Media to create Tariff Tracker, designed to keep the industry up-to-speed on tariffs. The company plans to post the latest updates on its website as well.
ANDMORE is also launching Shop the Show, an incentive program for the Summer 2025 Atlanta Market, Casual Market Atlanta and Las Vegas Market. New, qualified buyers will receive a merchandise credit to be used during their market visit, as well as two complimentary hotel nights for a future market.
The company has more details on how to qualify for Shop the Show at www.andmore.com/shoptheshow.
Dallas Market Center launches anti-tariff initiative
Dallas Market Center has launched an initiative to support independent retailers amid tariff concerns. The initiative, “Stand With Main Street. Turn Off Tariffs,” advocated for the 90-day pause on all tariffs between the United States and China, allowing for the free flow of goods critical to the upcoming holiday selling season for independent retailers.
Tariffs have placed burdens on independent retailers, according to Dallas Market Center. With the holiday season approaching, which the organizations says represents nearly $994 billion in retail sales, the impact is increasing and could lead to economic consequences for American jobs supported by retail.
Dallas Market Center has launched a petition in association with this campaign, with a goal to unify support across all retailers, manufacturers, sales representatives and other retail stakeholders. The petition is available on the front page of the Dallas Market Center website and social media channels.
Dallas Market Center says its retail development team will continue to speak with retailers about tariff-related questions and concerns, and the organization will continue to participate and advocate for the industry through key trade organizations to help fight tariffs.
Coral bleaching reaches 84% globally
The most intense global coral bleaching event on record is still underway, according to the International Coral Reef Initiative (ICRI), with widespread impacts continuing more than a year after the event was officially declared.
From Jan. 1, 2023, to March 30, 2025, bleaching-level heat stress affected 84% of the world’s coral reefs, with 82 countries, territories, and economies experiencing damage, ICRI reports.
“We know coral bleaching is accelerating as our oceans warm, driven by the world’s continued reliance on fossil fuels,” says President Surangel Whipps Jr. of Palau. “As an atoll nation, we see our reefs damaged and livelihoods threatened. We
must urgently end the fossil fuel era and transition to a just, sustainable future powered by clean energy. Our oceans and the communities that depend on them cannot wait.”
Bleaching occurs when heat and other environmental stresses cause corals to expel the algae that live within them, leaving corals pale and vulnerable. If temperatures return to normal quickly, corals can recover, according to ICRI.
Higher ocean temperatures remain the main driver of large-scale coral bleaching. ICRI notes that 2024 was the hottest year on record, with temperatures more than 1.5 degrees Celsius above pre-industrial levels. Record-breaking ocean temperatures and an unprecedented number
of marine heatwaves contributed to the ongoing coral crisis.
ICRI warns that losing reefs could have devastating global consequences, undermining efforts toward sustainable development, poverty alleviation and food security. ICRI says urgent global action is still possible to conserve, protect and restore coral reefs for future generations.
The best souvenirs strike a balance between emotional connection and everyday usefulness.
BY MICHAEL HALE
Smart souvenir strategies
Many products can be classified as souvenirs, from T-shirts and hats to mugs and magnets. Yet a souvenir is more than just a product you find on a shelf — it is a memory you can hold.
The best souvenirs strike a balance between emotional connection and everyday usefulness.
IDENTIFY KEY SELLERS
Every seaside shop has its top performers that consistently fly off the shelves. These might not be high-ticket items, but they add up quickly in volume and impact. Check your sales reports to pinpoint which SKUs dominate overall sales and souvenir category performance.
Once you’ve identified your key items, make sure they get the attention they deserve and consider a suitable placement for them.
store increases their chances of being noticed and purchased.
Consider cross-merchandising strategies: display beach-themed tumblers in the drinkware aisle as well as near the beach towels. Feature locally made jewelry in both your fashion section and near the checkout. Showcasing items in different contexts tells a broader story. It also reinforces your store’s unique seaside vibe.
CREATE MEMORABLE DISPLAYS
Souvenir shopping should be fun! Instead of traditional shelving, use unexpected props and containers that reflect your seaside setting — think seashells spilling from a treasure chest, or soaps displayed in a vintage wash basin. These imaginative touches create moments that customers will remember.
Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits.
michael@retail-rehab.com www.retail-rehab.com
EXPOSE AND STOCK
Repetition also sells. Placing your top items in multiple areas of the
The best seaside souvenir displays are those that capture the essence of a beach town and invite customers to take a piece of that feeling home. Prioritize your bestsellers, place them strategically and never underestimate the power of a little storytelling.
Are your top sellers priced for profit? A small tweak can lead to a big boost.
BY CATHY DONOVAN WAGNER
How to tariff-proof your store
If rising costs keep you up at night, you’re not alone. Coastal retailers like you are feeling the pressure of shifting tariffs and supply chain challenges. But here’s the truth: your success is primarily shaped by how you respond to these challenges. The good news? You can take control and tariff-proof your store.
Here are three ways to keep your profits strong during uncertain times.
1
SPOT THE HIDDEN COST INCREASES. Every dollar matters in retail, and unnoticed price increases can quietly drain your profits. Review your invoices regularly for cost increases. If a vendor has raised prices, don’t be afraid to ask questions. Can they offer you better terms or a bulk discount? Many vendors will work with you if you simply ask.
should reflect your value. Focus on your best-selling and high-margin items. Use smart pricing tactics ($23 becomes $25) or bundle souvenirs, gifts and add-ons to increase perceived value.
Are your top sellers priced for profit? A small tweak can lead to a big boost.
3
GET CREATIVE WITH YOUR PROMOTIONS. Slashing prices isn’t the way to win loyal shoppers, especially in a store built around a unique, coastal experience. Instead, add value! Offer a gift with purchase or a limited-time summer bundle. These tactics drive sales without undercutting your margin.
THINK PROFIT
Cathy Donovan Wagner helps store owners scale sales past 7 figures. Check out her Richer Retail Podcast. 847-622-8382 clientcare@retailmavens.com www.retailmavens.com
2
ADJUST YOUR PRICING STRATEGY. Tourist-driven shoppers are used to spending more on vacation, and they expect quality and exclusivity. Your pricing
Staying proactive with your pricing, vendor relationships, and promotions helps protect your bottom line. If you need a game plan tailored to your store, reach out to apply for a free call with RetailMavens.
You’ve got this! Stay proactive, stay profitable and keep growing season after season.
By running a collaborative marketing strategy with likeminded businesses, you can meet more of your customers’ wants and needs, while also gaining new customers.
BY TOM BORG
Get creative with cross promotion
Afew years ago, I helped a car wash client run a successful cross-promotion with a local auto parts store. What made the cross-promotion work was the fact that both businesses were aligned in purpose: they provided services and products to customers seeking solutions to their automotive needs.
Each had a strong base of regular customers. By inviting each other’s customers to take advantage of the special promotion, they created a win-win strategy.
HOW IT WORKS
My car wash client and I reached out to the auto parts store owner to discuss the concept and outline the benefits that each business would gain by working together. Both owners agreed that it was a good fit.
cards and wall signs that explained the deals available to customers who visited both businesses.
The result? Both businesses experienced a noticeable increase in customer visits and purchases.
START COLLABORATING
By running a collaborative marketing strategy with like-minded businesses, you can meet more of your customers’ wants and needs, while also gaining new customers.
For a successful partnership, minimize overlap by assigning distinct product focuses to each store (e.g., one shop features nautical decor and another specializes in beachwear). Also, offer exclusive items only available through the collaborative network to drive visits to all participating locations.
Tom Borg is a retail consultant, speaker and author of “True Small Business Brilliance.” Contact him at: 734-812-0526 tom@tomborg.com www.tomborgconsulting.com
The owners decided to run the cross-promotion for just 30 days. This helped create a sense of urgency and encouraged customers to visit the other business promptly.
Next, we printed promotional
After you identify partner(s), design a short-term promotion. Then, train your staff, create signage and track the results.
I’d love to hear how this works for you — and feel free to reach out if you have any questions. I’d be glad to help.
Tentacle treasures
Products featuring the octopus add an explosion of elegance or fun making them a shore bet.
1. Printed Hues: Octopus print with white oak frame, www.printedhues.com; 2. Nature Planet: 28.5-inch realistic octopus plush, www.natureplanet.com; 3. Caskata: White wine glasses featuring Lucy the octopus, www.caskata.com; 4. Trees to Seas: Layered laser and color ornament with namedrop, www.treestoseas.com; 5. Kurt S. Adler: Glow-in-the-dark glass ornament, www.kurtadler.com; 6. Salt n Rays: Ozwald UPF 50 beach towel/wrap, www.saltnrays.com; 7. Fancy That Gift & Decor: Resin octopus figurine, www.fancythatgift.com; 8. Susquehanna Glass: Laser-etched voyager octopus insulated 20-ounce tumbler, www.susquehannaglass.com; 9. Kim Roddy Designs: 12-inch octopus square serving bowl, www.rody.com.
Hibiscus heaven
These tropical beauties are a favorite symbol to represent the island lifestyle.
1. Hullspeed Designs: Compass rose engraved glasses, www.hullspeeddesigns.com; 2. Sea Bags: Navy True North large tote, www.seabags.com; 3. LOLA and Co.: Compass rose and Cape Cod chain necklaces, www.lolacompany.com; 4. M Design Studio: Sailboat compass tea towel, www.mdesignstudiogifts.com; 5. The Beach and Back: Port Judith necklace, www.thebeachandback.com; 6. Zeckos: 39-inch metal compass wall decor, www.faire.com/direct/zeckos; 7. The Coastal Crab: Compass rose T-shirt, www.coastalcrabco.com; 8. Cape Shore: Artisan 16-ounce mug with compass rose design, www.cape-shore.com; 9. Stonington Designs: Compass rose hitch cover, www.stoningtondesigns.com.
Groovy goods
Tie dye’s bright and playful vibes go hand-in-hand with beachside fun.
1. A to Z Towels: 30-inch by 60-inch tie dye beach towels, www.atoztowels.com; 2. Plushology by RGU: Tie dye teddy with T-shirt, www.thergugroup.com/branding; 3. Bamboo Trading Co.: Fringe tie-dye kaftan, www.bambootradingcompany.com; 4. Capsmith: Bright tie dye cap, www.capsmith.com; 5. Fiesta Toy: 15.5-inch dolphin plush, www.fiestatoy.com; 6. Pennybandz: Pennybandz pressed penny pendant keychain in tie dye, www.pennybandz.com; 7. Exist: Tie-dye long-sleeve hooded pullover with front pocket, www.existcatalog.com; 8. Candy Barn Express: Tie dye Cube Pop display, www.candybarnexpress.com; 9. Silipint: Silipint silicone 16-ounce pint glass, www.silipint.com.
Turtle time
1. 7th and Palm: Sea turtle sticker, www.7thandpalm.com; 2. Soft Stuff Creations: Sea Creatures Puff Plushies sea turtle with name drop, www.softstuffcreations.com; 3. Conscious Step: Socks that Protect Turtles, www.consciousstep.com; 4. Bent and Bree: Ivy cork crossbody bag, www.bentandbree.com; 5. Simply Southern: Pink T-shirt with sea turtle design, www.simplysouthern.com/wholesale; 6. Ocean Jewelry: Sterling silver turtle necklace with aquamarine and white crystals, www.oceanjewelrystore.com; 7. Souvenir Source: Souvenir sea turtle mug, www.souvenirsource.com; 8. Wild Republic: Sea turtle Ecokins plush, www.wildrepublic.com; 9. Impulse Souvenirs: Sea turtle keychain, www.impulsesouvenirs.com.
Name recognition
1. 25 Sweetpeas: Cape Hatteras Lighthouse name-drop greeting card, www.25sweetpeas.com; 2. Zizo: Orca whale water globe, www.zizousa.com; 3. Town Pride: Customizable Town Pride Knit Collection, www.townpride.com; 4. Joseph K & Co.: Golf Cart Santa ornament, www.josephk.com; 5. The Monda Co.: Two-pack of Maryland crab Monda pins, www.themondacompany.com; 6. Beacon Design: Harbor Pier name-drop ornament, www.beacondesign.com; 7. Anchored Soul Design: Small location word sign, www.anchoredsoulwholesale.com; 8. Touring Souvenirs: Boston lobster patch, www.touringsouvenirs.com; 9. Travel Stamps: Collectible stamp-shaped stickers for travel destinations, www.travelstamps.com.
Rebecca Larsen, Shedd Aquarium Shop director, has the important role of helping more than 2 million visitors a year find the perfect take-home keepsake to commemorate their visit. A recently completed store renovation has enhanced the shopping experience.
Photos: Paul LaVan
RETAIL WITH A
Chicago’s Shedd Aquarium Shop is guests’ first engaging window into a landmark experience.
STORY BY KRISTEN HAMPSHIRE
ESplash
very year, more than 2 million people visit the Shedd Aquarium, an iconic Chicago institution that is one of North America’s oldest and most respected aquariums.
The National Historic Landmark houses more than 32,000 animals and is a conservation hub, spearheading extensive research, rescue and rehabilitation initiatives.
But before visitors begin exploring the 5 million gallons of aquatic life habitats and interactive exhibitions, they enter an engaging, immersive and place-based store that was completely reimagined and reopened last fall.
The Shedd Aquarium Shop, operated by Event Network for more than 20 years, is the museum’s entry and exit point. It’s every bit a part of the museum experience as its well-known characters, namely Sawyer the Pacific octopus, sea otters and penguins. The connections are intentional.
“You feel like you are in an underwater grotto,” says Rebecca Larsen, store director, who has called Shedd and its shop her second home since 2008. “Every section tells a story, and every detail in the store was extremely planned and thoughtful so when guests enter the store, they experience a true extension of Shedd.”
From custom display pillars designed as a nod to the institution’s Beaux-Arts architecture to facades fashioned to mimic underwater rocks, the Shedd shop sets the tone for guests’ time at the aquarium, with Larsen and 33 associates acting as retail docents.
“With the number of tourists that flow into the shop and the amount of school groups — lots of kids — we often overhear people saying, ‘I’ve never seen anything like this!’” Larsen relates. “I think people are caught off guard by the visual aspect of being fully immersed and by the product assortment we have. It’s truly connected to Shedd, especially with the remodel.”
TIED TO THE MISSION
The Shedd Aquarium Shop’s new location within the institution offers an expanded footprint and fresh take on displays. The store also added a dedicated shop-in-shop Chicago area that opened in early spring.
The top-to-bottom renovation is part of a bigger plan: a $500-million Centennial Commitment program that launched prior to Shedd’s 100th birthday in 2030 that involved a transformed Welcome Plaza, external ticketing pavilion, the gift store overhaul and permanent art installation in the new
atrium lobby titled, “The Once and Forever Lake Michigan,” by artist David Franklin.
Upon entering the new atrium, a graphic collage with the Shedd store
carries into the new store through custom displays, curated products and improved flow that encourages exploration and has increased sales. An influx of business has upped proceeds that support Shedd.
“The efforts put into sustainability are impressive and very aligned
“Every section tells its own story and flows guests through the store in a more natural way than before.” — REBECCA LARSEN, SHEDD AQUARIUM
logo and a video loop of underwater aquatic scenes captures attention.
“This has been a huge point of interest for guests, and it draws them into the store,” says Larsen. “Whenever we look out, we see visitors taking pictures in front of it.”
In many ways, it’s a robust selfie backdrop that builds excitement for experiencing Shedd’s collections and then taking home aquarium memories from the store.
While the new shop is larger, impact is the focus. “Every section tells its own story and flows guests through the store in a more natural way than before,” Larsen explains.
Connectivity to the lake and the aquarium’s dynamic exhibits
with Shedd’s mission,” Larsen emphasizes of a goal to spark compassion, curiosity and conservation for the aquatic animal world.
The renovation offered an opportunity to dive deeper into “the why” of Shedd and how the shop plays a role in inspiring visitors to explore and take environmental action while exploring thoughtfully selected products.
While there are more offerings across categories, expansion isn’t about
The
bringing in more SKUs. “There is meaning to what we carry — everything serves a purpose and ties into the store’s partnership with Shedd,” Larsen says. “When customers read the descriptions explaining a local artist or how a product was made from recycled materials, they see that what we carry is more than souvenirs. Guests are contributing to Shedd through their purchases.”
Associates are trained to be Shedd ambassadors and advocates. A formal onboarding program for shop staff members includes spending a couple of weeks with a seasoned aquarium employee learning the venue and its environmental work.
Shedd Aquarium Shop shows off apparel for guests of all ages across its store, with popular animal themes including penguins, otters and axolotl.
store has a wall of plush to appeal to young guests.
The training effort “never gets old,” says Larsen.
“People are here to see aquatic life and creatures they’ve never seen before and may never see again,” she relates. “Working in retail, we can enhance their experience and help
them find an amazing souvenir to take home.”
MEANINGFUL DECISIONS
While the previous store was known for its characteristic octopus ceiling art, the new store is “very experiential,” says Larsen. Display pillars are 3D printed with marble designs are a nod to the institution’s architecture.
The Chicago-themed section is a sizable anchor department and speaks to vistas of the city’s skyline from the Shedd property on Lake Michigan in Museum Center. While the gift store has always carried Chicago merch, this marked expansion introduces a refreshed collection and includes items that tie the aquarium to the city.
“The Shedd is right on the
lakefront and as soon as you enter, you see the beautiful skyline and this connection to the Great Lakes,” says Larsen. “If you are from out of town, this is meaningful and you want to capture that moment with a memento.”
Now there are many ways to do so in the Shedd shop.
“We have a Chicago flag with a penguin replacing the star,” says Larsen. Other Chicago-themed items include apparel, keychains, a collage magnet and stickers.
A display of Chicago-born products designed and printed by Brainfreeze Press are part of the aquarium’s Exclusively Shedd line. The local company produces Shedd, Lake Michigan and Windy City themed apparel, canvas bags, stickers,
Shedd Aquarium Shop has a wide assortment of collectibles, including magnets, mugs, keychains and plush.
drinkware and other souvenir items.
One go-to slogan is a cartoon turtle “Great Lakes, Great Vibes”
of candy, snacks, keychains, stickers, ornaments, figurines and mini building block sets.
“Everything we do directly contributes to the aquarium, whether from proceeds of sales to round-up donations and an option to give back at the checkout.” — REBECCA LARSEN, SHEDD AQUARIUM
print on tees, stickers and coasters. A spirited pint glass says, “Drink like a Fish” with a coordinating graphic.
Another local collection by illustrator and graphic designer Lisa McCormick, a Chi-town native, includes art-imprinted stickers, hats, tees and drinkware.
For kids and field trippers looking for more affordable souvenirs, the Shedd Shop has a section of “bin toys” in the $5 to $15 price range full
Overall, Larsen says the shop redesign allowed the team to revamp its merchandise strategy while upholding Shedd’s mission.
Reflecting on her longtime role at the Shedd shop, Larsen who is a Chicagoan, born and raised in the city, calls the opportunity to work at this venue “life changing.”
“I’m proud to say I work at Shedd,” Larsen says. “Everything we do directly contributes to the
aquarium, whether from proceeds of sales to round-up donations and an option to give back at the checkout. Our team members connect with people from so many walks of life, and you never know who you are going to impact.”
Octopus are a hit at the Shedd Shop, thanks to Sawyer the Pacific octopus.
STORY BY KRISTIN ELY
Christmas
AT THE COAST
No matter the time of year, the holidays are a hit with vacationers who make their annual visits to the coast.
It may be the middle of summer, but for vacationers who only get to shop at their favorite coastal stores once a year, stocking up on holiday goods is not out of the question. In fact, it’s totally in-season. The more coastal themed, destination-specific and personalizable, the better.
Karen Sotomura, president of Joseph K. & Co., started her business in the early 1980s to help meet what she discovered was an unfulfilled demand for Hawaiian Christmas ornaments in local Hawaiian stores. The business quickly grew and the ornaments are now staples for many mainland resort and gift buyers. Gift shops also have the ability to personalize the ornaments with family names for their customers.
Joseph K. & Co. also operates year-round stores on the islands, including Waikiki Christmas stores at the Moana Surfrider Hotel and at the Hilton Hawaiian Village and Resort.
And through all those decades in business, there are some things that don’t seem to change. “I still see an interest in items that can be personalized or name dropped with the town location,” Sotomura says. “Tourists buy when they are in town. No matter what time of year, they buy ornaments on impulse.”
Her advice to coastal retailers looking to capitalize on the Christmas craze is to “stock and display the ornaments all year round and heavier
YULE “TIDE” TREASURES
d custom-name creations. Get your customers in the holiday spirit with these holiday favorites with a coastal twist.
1. Joseph K & Co.: Flamingos name-drop ornament, www.josephk.com; 2. Cape Shore: Gingerbread lighthouse ornament with tag, www.cape-shore.com; 3. DogfishDesign 13: Seahorse hanging shell, www.dogfishdesign13.com; 4. Kurt S. Adler: 15-inch Hollywood Nutcrackers Beach Nutcracker decor, www.kurtadler.com; 5. Beacon Design: Compass ornament, www.beacondesign.com; 6. The Cottonseed Marketplace: Cape Cod sand keepsake ornament, www.cottonseedmarketplace.com; 7. Kay Hova Art: One-of-a-kind resin turtle ornaments, www.kaylinhovance.com; 8. Fancy That Gift & Decor: Beach Christmas decor, www.fancythatgift.com; 9. Sincere Surroundings: Dear Santa, you will find me at the beach name-dropped wooden sign, www.sinceresurroundings.com.
from July and until December. Remember, resort ornaments are souvenirs and sell all year round.”
Variety is also good. “An assortment of materials add interest for the coastal ornament selection like colorful resin ornaments, glass because it has a higher perceived
The Palm Royale collection draws inspiration from the Apple TV+ series of the same name, which has helped spark a renewed interest in Palm Beach-style design. The ornaments feature a 1960s-inspired color palette of pink, blue and green and include acrylic flamingos, mirrored
“Stock and display the ornaments all year round and heavier from July and until December. Remember, resort ornaments are souvenirs and sell all year round.”
— KAREN SOTOMURA, JOSEPH K. & CO.
value, sea glass, wood, and seashells or ornaments with shells on them.”
And there is certainly no shortage of options for coastal retailers interested in carrying a well-curated assortment of holiday ornaments and decor.
NEW INTRODUCTIONS
Kurt S. Adler Inc. introduces approximately 7,000 SKUs of holiday decor and ornaments annually, with 30% of its assortment being new each year, including several that are popular on the coast.
pink champagne bottles, a retro pink Volkswagen, glass beach ball sets and a Santa in a pink convertible.
“We wanted to refresh the beach theme and introduce some Palm Beach vibes,” says Michael Adler, account manager.
The Luminosity line also draws seaside appeal with its bright colors that glow in the dark. Made from a mix of glass, resin and plastic, the ornaments include a variety of shapes — ranging from traditional holiday icons to animals, including sea life and trend-focused designs.
Trim the trees
Tara Merrill, marketing manager at Cape Shore, challenges retailers to make their ornament section festive and fun.
“Many retailers find if they add a string of lights or a bit of garland to their section, it really draws customers in,” she says.
If you have space to decorate a tree, that is always a great way to display product, she adds.
“Many customers will decorate multiple trees, each with a unique theme. This can be a great way to showcase the differing types of ornaments available — ball ornaments, resin, metal, etc. The more choices you have to offer, the better.”
The bigger the store, the bigger this display, advises Karen Sotomura, president of Joseph K. & Co. “Make sure you have lots of lights on your display trees. Blinking lights catch the attention of your customers. Brighter is better. Customers are attracted to movement and soft flashing lights.”
“They glow in the dark, which really pops with color and is a great way to stand out,” Adler said. “It’s a literal head turner and talking point for anyone walking around our showrooms.”
JP Messenkopf, Kurt S. Adler general manager, adds that the company has also introduced a new grouping of electroplated ornaments. “These pieces feature a unique, shiny
rainbow hue finish that brings a fresh, eye-catching twist to traditional coastal themes.”
He agrees that it is important to offer a wide variety of ornaments to meet diverse tastes, and to also prioritize iconic local imagery.
“The more personal and place-specific the ornament, the stronger the emotional connection — and the higher the likelihood of a sale,” he says.
“The more
bigger importers don’t have the time to do it. It’s a successful category for us,” Owner Carmen Mendelson says.
She sees a trend in holiday coastal decor in adding the little extras like the company’s flamingo with palm tree and LED lights.
“It’s all about the little extras you can give a product. Whether it’s an LED light-up function, or a spinning element, everyone is looking for some added function,” she says.
personal and place-specific the ornament,
the stronger the emotional connection — and the higher the likelihood of a sale.” — JP MESSENKOPF, KURT S. ADLER
Fancy That Gift & Decor has broadened its holiday offerings in recent years. “It's a niche category that you have to develop and curate, and
7th and Palm’s bestselling holiday products are its holiday boxed card sets followed by its ornaments with sea turtles and palm tree artwork.
Kurt S. Adler’s Palm Royale line evokes retro coastal vibes.
Crabs and other sea life are also popular, according to Andrea Smith, owner, artist and designer. “Most shops like to customize the ornaments since coastal areas get a lot of tourists buying ornaments yearround,” she adds.
This year 7th and Palm is introducing premium gift bags, gift tags, and holiday mini card boxes, all made in the USA.
NATURAL LOOKS
In addition to sea themes, ornaments featuring and including sea elements can add appeal.
“As always, in ornaments, we are seeing a lot of sea glass, driftwood, shells and very natural looks trending,” observes Tara Merrill, marketing manager, Cape Shore. “We are also seeing an increase in both the nautical and fisherman aesthetics. Cape Shore launches its 2026 line at Surf Expo in September, and we have added several items that highlight both of these looks.”
The company has also added new designs to its top-selling sea glass, driftwood and shells collection in 2025 including two picture frame ornaments that have been very popular, she adds. “We also added a few gingerbread-themed ornaments for the 2025 season, and they have quickly become top sellers.”
Seashells with holiday themes are all the rage in coastal destinations, according to Lea Barkley, owner of DogFish Design 13.
“We love vintage Santa faces on hanging shells and even have some nutcrackers that sparkle,” the wholesaler says.
DogFish Design 13 created its entire Christmas line for a boutique in south Florida.
“They came to us a few years
“We’ve seen a strong and growing demand for personalized and regional souvenir ornaments that help consumers commemorate their travels and meaningful life moments.” — NEAL APPLEFELD, OLD WORLD CHRISTMAS
ago and said there was a hole in the market, and they wanted to give us the opportunity to fill their needs for coastal Christmas items,” she shares.
The Cottonseed Marketplace is another company seeing a continued shift back to nature but with subtle maritime references, according to Co-owner Carrie Perkins. The company recently launched a new line of nautical souvenirs for inland lakes and northern coasts.
“There is a huge community that doesn’t relate to palm tree and mangrove designs,” she explains. “We set out to redesign our most popular products to fill the nautical/mari-
time need — solid wood magnets and sand keepsake ornaments.”
CREATING CONNECTIONS
Christine Duong, marketing associate for Beacon Design says there’s been a strong move toward custom namedrop designs and an increasing demand for products that are made in America. All of Beacon Design’s ornaments are designed and manufactured in Lincoln, Rhode Island.
“For our 2025 collection, we introduced a Holiday Lighthouse Namedrop ornament — an exciting variation of our top-selling Holiday Lighthouse design,” says Duong.
“This new piece offers retailers the opportunity to customize the ornament for their specific location, allowing them to better connect with customers looking for meaningful, location-based holiday keepsakes.”
Neal Applefeld, presi-
dent and CEO of Old World Christmas, says nautical holiday themes are steady and gaining traction.
He says, “Our hand-blown glass beach ornaments embrace a relaxed, sun-soaked nostalgia — featuring beachy beverages, collectible shells, seaside escapes and playful maritime icons that capture the carefree spirit of the coast and keep fond memories alive all year.”
Introductions like The Beach Boys Surfin’ Woody, and suitcases from Miami and Orlando are created with the intention of “capturing the simple items and places that trigger memories and make our ornaments a conversation every year around the tree,” says Applefeld.
He says the trend has shifted toward more detailed, story-driven designs that capture the spirit and uniqueness of a destination. “People want ornaments that do more than just say where they went — they want ornaments that reflect the experience and help keep the memories alive. Whether it’s a city skyline, a local delicacy, or a regional wildlife piece, souvenirs that feel authentic and nostalgic are gaining traction.”
Decorated seashells and beachy gnomes are popular coastal ornament themes for Cape Shore.
STORY BY MEGAN SMALLEY
Hope after Helene
Gifted in Tarpon Springs, Florida, didn’t give up after Helene, and received a much welcome $10,000 grant from Heart on Main Street to help offset repair costs.
Last August, Casey Smith opened Gifted as a coastal-inspired gift shop in Tarpon Springs, Florida. Located right along Tarpon Springs’ Sponge Docks that is full of Greek heritage, Smith says she made sure the new store featured plenty of Mediterranean-inspired gifts to represent the community well.
Smith opened Gifted as a sister shop to One Amazing Find, a home decor and gift shop she also owns in downtown Tarpon Springs.
“One Amazing Find is my flagship store — it’s nearly 4,000 square feet — while Gifted is smaller at 800 square feet,” says Smith. “Both stores share a similar feel and flow, but Gifted has
a more coastal-inspired, Mediterranean theme. Our customers there are primarily tourists, while One Amazing Find is focused on our locals.”
But just three weeks after opening Gifted, Hurricane Helene pushed a 9-foot surge of water through Tarpon Springs. About one foot of water covered Gifted, and Smith says she had to close down for cleanup and repairs. “All the work we had done to open our new store was swept away, and we were closed for seven weeks.”
NOT GIVING UP
Having a hurricane strike so soon after opening was a blow for Gifted, and Smith says she had to look for ways to offset the cost. A sales rep
suggested she apply for a disaster relief grant from Heart on Main Street, so she applied but kept moving forward with repairs at Gifted in hopes of reopening for the Christmas holiday season.
Smith says many businesses in Tarpon Springs were busy rebuilding last October in the aftermath of Hurricanes Helene and Milton.
“The community is very resilient,” she notes. “Restaurants and stores along the Sponge Docks had lights on around the clock, and everyone was working. Tourism is the livelihood for many in Tarpon Springs. We saw the business community strengthen itself to get everyone open again.”
While One Amazing Find
suffered damage from the heavy wind and rain, the shop was able to reopen much quicker and with less damage. Smith says she wanted the place to serve as something of a haven for community members.
Shortly after Hurricane Milton hit, Smith says she posted to One Amazing Find’s Facebook page, encouraging anyone to simply come in the shop if they needed a peaceful space “to browse, take a moment for yourself or find a thoughtful gift.”
By early November, Smith says she had finished cleaning and repairing Gifted and was able to open that store just ahead of the Christmas holidays.
CHRISTMAS COMES LATE
Smith notes that she got a nice post-Christmas surprise when Heart on Main Street reached out to her in early February to let her know that she would be receiving a $10,000 disaster relief grant for Gifted. Although Gifted was back up and running when she received
the grant, Smith notes that the grant offered a financial cushion after the tough start for the store last fall.
“We had lost a good amount of inventory at the store, so the grant is helping us get caught up,” she shares. “It was exactly what our small business needed to push forward.”
“We
relief grant for Gifted, a store in
ronment. I have a very strong team that carried us all the way through this. One of the many reasons I love being a small business owner is the incredible people I get to spend my days with and the opportunity to continuously learn, grow and build something.
had lost a good amount of inventory at the store, so the grant is helping us get caught up. It was exactly what our small business needed to push forward.” — Casey Smith
Smith adds that she’s always been so grateful for her team of about seven employees at both One Amazing Find and Gifted who pitched in to get Gifted up and running again.
“Small businesses are usually owned by family, but you have to remember the team around that family is what also supports the small business,” she says. “I’m blessed with staff members who have been with me all these years. When you create a good environment, good people come to it, and I think I’ve created that envi-
She continues, “Folks would come into the store not to shop but just to check in. And every conversation was: How did you fare with the storm? So many of our customers had their homes flooded with Helene. There was so much perspective learned through that time. While some stories were harder than others, none took away from the experiences. Each story was important.”
Patrick Keiser of Heart on Main Street (left) awards
Casey Smith with a $10,000
Tarpon Springs with coastal gifts, jewelry and more.
CANDLES AND AROMATHERAPY PRODUCTS THAT CAPTURE THE ESSENCE OF THE SEA CAN SPARK SALES AT SEASIDE STORES.
STORY BY KRISTIN ELY
TAKING A SENSORY
journey
With their seaside colors and coastal themed designs, coupled with aromas reminiscent of the sea, candles and aromatherapy products provide the ultimate way to keep seaside memories alive.
“Because fragrance is proven to be so closely connected to memory, finding that perfect coastal scent is a great way for [customers] to take a part of the beach home with them wherever they go,” explains Brody Reynolds, customer success leader for Wyx Brands, whose signature beach and coastal scents are carried under the Slippery Elm brand.
And these aromatic wonders not only add ambiance for the end user in their home, they also enhance the instore atmosphere, helping to create a warm and inviting
environment, he adds.
Slippery Elm’s bestselling fragrances with coastal retailers include Blue Sky, The Dunes and Beach Glass.
“These scents are strong performers across all product types, thanks to their fresh, clean, and coastal-inspired scent profiles that resonate strongly with beachside consumers,” says Reynolds.
In 2025, Wyx Brands expanded beyond home fragrance to introduce a new line of personal care items, including Surf Spray Moisturizing Sprays for body and hair as well as plant-based Hand & Body washes and lotions.
“Additionally, we launched a new laundry powder that’s both effective and gentle. All these products are available in all eight of our Coastal LifeStyle fragrances, helping customers bring their favorite Slippery Elm fra-
SEAS THE SCENTS
These sea-scented products evoke ocean vibes in living spaces near or far from the shore.
1. Inis the Energy of the Sea: Inis Home and Linen mist, www.inis.com/us; 2. Cream Cornwall: Beachcomber candle in hand-illustrated shell vessel, www.creamcornwall.co.uk; 3. Lotus & Luna: Intuition 100% organic coconut soy candle, www.lotusandluna.com; 4. Gulfstream Candle Co.: Grapefruit and Mangosteen room spray, www.gulfstreamcandle.com; 5. Slippery Elm: Beach Glass Surf Spray moisturizing spray for body and hair, www.slipperyelm.com; 6. True Ocean: Coastal Reed Diffuser, www.mytrueocean.com; 7. HydraAromatherapy: Energize Grapefruit Basil essential oil roll-on, www.hydraaromatherapy.com; 8. Uncommon Flame: Sea turtle soy candle, www.uncommonflame.com; 9. BB Candles: Beach Linen natural soy candle, www.bbcandles.com.
grance into every part of their daily routine,” says Reynolds.
EASY AND BREEZY
Grapefruit Mangosteen and Coconut Lime Verbena continue to be top sellers for Gulfstream Candle year after year among its retailer customers. Rob and Lynn Thompson, owners of Coastal Market 607 in Largo, Florida, have been carrying the line in their store for over five years.
“Not a day goes by that we don’t sell a few candles, room sprays, and reed diffusers,” the Thompsons share. “Our customers are incredibly loyal to their favorite scents and often buy multiples at a time.”
Gulfstream introduced Room Sprays and Fragrance Oils in its bestselling scents in 2025. “We’re
also expanding our Coastal Collection with a brand-new vessel and an additional scent, launching later this year,” says Gulfstream Candle Owner Kelly Loscalzo.
Its private label program has been a game changer, adds Loscalzo. “We love partnering with shop owners to
“Fragranced
According to Melissa Mengel of Salt and Branch, the company’s blends are unique and reflect the beauty of its coastal surroundings.
“The allure of modern coastal fragrance is not just about the aroma; it’s about creating an experience that resonates with your soul.”
products for home and personal care are consumable items that customers fall in love with and come back to buy again and again.” — BRODY REYNOLDS, WYX BRANDS
create custom-branded candles — it’s a unique and meaningful way for customers to bring home a piece of your brand.”
RESONATING
WITH THE SOUL
Salt and Branch products are a modern take on coastal fragrance.
Citrus and Sea Salt soy candles, Santal Coconut rollerball perfume, and Sunkissed Eau de Parfum are the company’s bestsellers with coastal retailers. In 2025, Salt and Branch revamped its Reed Diffuser Collection, and launched its Eau de Parfum Collection, Bath Salts Col-
lection and Room Spray Collection.
“At Salt and Branch, we believe in making high-quality products that you can feel good about using in your home,” Mengel says. “We use only 100% USA soy wax for all of our candles. In addition, we use phthalate-free fragrance oils for all of our products for a safer alternative to traditional synthetic fragrances.”
TAPPING INTO MEMORIES
Rockport Candle Co. products are handcrafted in a seaside shop in the coastal town of Rockport, Massachusetts. Everything the company makes is created with fragrances inspired by favorite seaside memories.
“Our sense of smell has a very strong connection to our memories and emotions, like the beach
Salt and Branch’s modern scents use phthalate-free fragrance oils, while Gulfstream Candles use 100% USA-grown soy wax and clean burning fragrance oils.
roses at grandma’s summer cottage (Beach Roses), or the suntan lotion we used as a teen (Summer Girl), or the coconut and rum in our favorite
vacation cocktail (Toes in the Sand), which help us feel loved, happy, relaxed, and connected,” explains Christina Willcox, owner, Rockport
Candle Co.
In addition to handcrafted candles, Rockport Candle Co. also makes bath and body products, so customers and retailers can purchase a variety of items featuring the company’s best-selling scents.
BRINGING IT HOME
Inis the Energy of the Sea is known around the world for its signature scent described as clean and uplifting. A variety of personal care items, from cologne to hand cream, allow people to wear the ocean-fresh scent. It is also available in a selection of home fragrance products.
“We are delighted to introduce a new and improved Inis candle, now made with a blend of 80% soy wax, 20% sustainably sourced palm wax and a lead-free wick,” Sandy Clements, international marketing manager, adds.
“Earlier this year, we also introduced our Seascape Scented Sachets, which feature the sparkling scent of Inis and images of beautiful coastlines in countries around the world where Inis is sold.”
The Inis Home Fragrance Diffuser is the best-selling home fragrance product, followed by the Home & Linen Mist and Candle. The products are presented in gift-ready boxes with cotton rope handles on its candle and diffuser.
“Ideally for a coastal retailer, the experience shouldn’t end at the shoreline,” notes Clements. “Our Inis Home
Scents of responsibility
Creating a scent that reminds people of the sea is certainly a great keepsake, but brands are also showing their love for the sea by giving back to causes that help it and its animals flourish.
Inis is an ocean-inspired fragrance brand that Sandy Clements, international marketing manager, says has a strong connection to and respect for the sea.
“For over 20 years, we’ve been the core funder of the Irish Whale and Dolphin Group and we recognize the need to further our efforts to protect our oceans.”
Inis is also a Certified Plastic Neutral company through its partnership with rePurpose Global, and Clements notes, “We have more eco projects in the pipeline which we’re very excited about.”
Wyx Brands which creates Slippery Elm products supports the health and wellbeing of the coast according Brody Reynolds, customer success leader.
A portion of its pre-tax profits go to support causes that protect oceans, lakes, rivers and streams through both advocacy and action, he says.
collection captures the fresh, sparkling scent of a perfect sunny day by the sea and helps bring it into customers’ homes.”
CONNECTION TO THE COAST
Combining coastal scents with beloved sea creatures has been a successful venture for Wild Delights.
“Our Adventure candle line has been a hit, especially our Sea Manatee and Sea Turtle candles,” says Christina Gray, chief design officer. “They blend coastal-inspired fragrances with wildlife themes that connect deeply with beach-loving customers.”
According to Gray, retailers love them for the candles’ storytelling and giftable design, while customers love the relaxing, transportive scents.
Gray is seeing a big wave of customers looking for nature-inspired wellness products that combine comfort, scent and purpose.
Palm trees, sunsets, sea otters, dolphins and sea turtles are among the many designs from Uncommon Flame that retail customers can choose from, then match to a scent.
“Our items are fun and unique, and we have something for everyone. We are women-owned,
“Our Inis Home collection captures the fresh, sparkling scent of a perfect sunny day by the sea and helps bring it into customers’ homes.” — SANDY CLEMENTS, INIS
“Our candles don’t just smell great, but they spark joy, support marine life, and make your display feel like a curated escape,” she says.
veteran-operated and 100% made in the USA using 100% soy wax, no blends,” says Kate Taylor, president.
WAITING TO INHALE
Lotus & Luna introduced its Healing candle line, which is designed to encapsulate the feelings of bliss through aromatherapy.
“Our founder, (Janelle Clasby) deeply rooted in a love for the coastline and the calm it inspires, sought to bottle this very essence,” says Christina Freberg, vice president and wholesale director.
The candles offer more than just a delightful scent, however. They're a tool for mindfulness and positive
intention, adds Freberg. Each label features an uplifting mantra, designed to provide a specific intention for users to adopt when lighting their candle.
A WILD IDEA?
Scent generating products don’t have to be limited to candles, diffusers, and room sprays. Incense sticks like those from Wild Berry can also kickstart the olfactory senses.
“Wild Berry Incense is a proven profit generator that consistently generates revenue,” says Kim Windland, director of sales. “We make your store smell great.”
And just in time for mosquito season, Wild Berry has a citronella outdoor incense line. “These are a necessity for outdoor enjoyment throughout the entire bug season,” Windland says.
So whether it’s a candle, a room spray, a personal care item or incense, you can not only make your store more inviting and better smelling, you can also give your customers a take-home treasure they can use to transport themselves to the beach no matter where they are.
Lotus & Luna’s new candle line was developed out of a desire to bottle the essence of the coastline and the calm it inspires.
Inis Home Fragrance products are presented in gift-ready boxes with cotton rope handles.
STORY BY MELISSA STEADMAN
FIND OUT HOW TO IMPLEMENT AI INTO YOUR RETAIL STORE TO SAVE YOU TIME AND MONEY.
The ABCs of AI
Running a seaside store is no easy feat. You’re juggling inventory, marketing, customer service and probably chasing seagulls away from your shopfront on top of it all. With so much to do and so little time, wouldn’t it be nice to have a handy assistant to take care of the boring stuff? That’s where AI can come in. AI is artificial intelligence, and it is being touted as the be all and end all. We are in a time of change, and AI is here whether you want it or not, so why not try to leverage its power in your business?
You’ve heard the fears of AI taking over our lives (that’s a different topic for another day), but we are in an amazing time where it is being added to every program we use. So we are all in the same boat — learning it as it is being developed. It’s best to jump in with the basics
before being left behind, as minimally, it can truly save you time — and we all need that!
WHAT EXACTLY IS AI?
To put it simply, AI is basically a really smart computer program that can synthesize a lot of information without taking a coffee break. It doesn’t have emotions, it won’t judge your taste in music, and it won’t take over your business. You can use it as much or as little as you choose.
In fact, you’ve already been using AI, even if you don’t realize it. That creepy way Instagram knows exactly what you want to buy? AI. The email that reminds you to check out before you forget that perfect throw pillow? AI. Even predictive text when you’re texting your customers? AI.
For small businesses, AI can help with marketing, content creation, and customer service — so you really can
RETAILER TIP
Remember: Not all info online is current or true and must be checked!
spend less time stressing and more time doing what you love (or at least getting five minutes of peace before the next email comes in).
HOW TO USE IT
First of all, give yourself some time to learn AI, because there are several things you need to know. Requests for information are done in “chats,” and honestly, it gives me such great responses, it feels like a really smart expert conversation for whatever
question I ask. I even find myself typing “thank you” when I am impressed with the results! It’s really good at providing all the results it can find on the internet. The catch? Remember: Not all info online is current or true and must be checked!
The second important aspect of this tool is that it is basically a blank slate every time you ask a new question. It needs to know all kinds of context and specificity with the questions you are asking. So if you are good at typing keywords and
you’ll have to go deeper. You’ll have to give very specific directions about what you want in your request, or “prompt.”
When you ask for something, include these three parts to the prompt:
1
The expertise it should pull from (i.e., retail marketer, life coach or social media expert, etc).
2
The very specific question, with location, categories and any relevant brand details. (i.e., a marketing
AI can help with marketing, content creation, and customer service — so you really can spend less time stressing and more time doing what you love.
fragments into a Google search, you’ll have a head start with AI, but
strategy, an email, social media prompts, etc).
3
The format you want your answer in (i.e., checklist, email draft, chart, report, etc).
For example, instead of asking it to create a Marketing Plan for 2025, try the following prompt in a chat, filling in your details:
“Act like an expert retail marketer and write a marketing plan for 2025. My shop is (Shop Name) in (City, State). Create a marketing schedule in a checklist form that I can use for online and in-person promotions, focusing on these bestselling categories in my shop: (x, y, z).”
While there are a lot of tricks to using AI, understanding these three parts will give you much better answers from the get-go. Feel free to refine the response if you don’t get
what you need. You can add something into the same chat like:
“No, that’s too many options. Simplify this list to the top three promotions I should use through the summer months that have the potential for the highest sales.”
3 SIMPLE TIPS TO GET STARTED
Here are a few suggestions on how to get started using AI for your coastal retail business.
1Practice your prompts. Without the right information as a prompt, you might not get the answers you were looking for. Even if the response is good, it might not be right for your brand. You can also ask for a re-write or use pre-written prompts you can find online. For example,
Where to apply AI in your business
Here are 10 specific tasks you could try with AI:
1. Social media posts
2. Email subject lines
3. Shop description for trade shows
4. Selling points for a product launch
5. Product descriptions for your website
6. Bullet points for a meeting
7. FAQs for customer service
8. Prioritized to-do list
9. Opening/closing store instructions for staff
10. Marketing strategy for the summer season
continue the “chat” to refine a request, (i.e. simplifying the tone of an email or reformatting a list.)
2
Start small. Pick one thing you hate doing (i.e., writing emails or social media posts), and find an AI tool to handle it.
Try ChatGPT (the most common free one) for writing content, email subject lines, or a marketing plan, and work up to adding in a chatbot app to your website to answer from
3
Test and tweak. Be sure to tweak the responses. With so many people using AI for similar tasks, the writing style is becoming very generic. Tweak the copy to make it your style and your voice before using it.
SHOULD I USE IT?
AI is helpful, but it’s not perfect. It can write a product description, but it can’t replicate your brand’s unique personality. It can analyze sales trends, but it won’t have a gut
AI is helpful, but it’s not perfect. It can write a product description, but it can’t replicate your brand’s unique personality.
a list of FAQs you give it. New AI programs are popping up every day, so the idea is to get started!
feeling about the next big trend in coastal fashion. And while chatbots can answer FAQs, they can’t offer the
personal touch that keeps customers coming back.
That’s the secret: use AI as the handy tool that it is to do all the things you find boring, difficult or repetitive, such as content creation, planning, synthesizing trends or organizing information.
Your newfound time can be used to talk to your customers and staff. After all, they are probably craving human interaction just as much as you are.
Melissa Steadman owns Moonbridge Consulting where she helps business owners find balance and time for growth by helping them streamline their marketing and operations systems. She can be reached at melissa@ moonbridgeconsulting.com.
JULY 27-31
Las Vegas Market
JULY
July 15-21
Atlanta Market Atlanta www.atlantamarket.com
July 21-25
Seattle Mart Summer Show Seattle www.seattlemart.com
July 22-23
Collective Shows West Huntington Beach, California www.collectiveshows.com
July 22-24
The ASI Show Chicago Chicago www.asishow.com
AUGUST
Aug. 3-5 NY NOW New York www.nynow.com
Aug. 3-5
Shoppe Object New York www.shoppeobject.com
Aug. 3-6
ASD Marketweek Las Vegas www.asdonline.com
Aug. 4-6
CMC LA Market Week Los Angeles www.californiamarket center.com/lamarketweek
Aug. 12-15
Dallas Apparel & Accessories
Dallas www.dallasmarket center.com
Aug. 16-19
IFJAG Las Vegas www.ifjag.com
Aug. 17-20
Las Vegas Apparel Market Las Vegas www.lasvegasapparel.com
SEPTEMBER
Sept. 1-2
OC Apparel Show Garden Grove, California www.ocapparelshow.com
Sept. 3-4
The Northern Michigan Show
Gaylord, Michigan www.silverlining shows.com
Sept. 4-6
Surf Expo Orlando, Florida www.surfexpo.com
SAVETHEDATE SAVETHEDATE
July 23-24
Mid-Atlantic Merchandise Mart
Philadelphia www.midatlanticmart.com
July 25-27
GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com
July 27-31
Las Vegas Market Las Vegas www.lasvegasmarket.com
Aug. 5-8
Atlanta Apparel Atlanta www.atlanta-apparel.com
Aug. 8-12
Minneapolis Mart Home & Gift Show Minnetonka, Minnesota www.mplsmart.com
Aug. 10-12
MIX Apparel, Gift & Lifestyle Show Des Plaines, Illinois www.silverlining shows.com
Sept. 7-9
Miami International Mart Show
Miami Gardens, Florida www.martofmiami.com
Sept. 9-10
New England Made Boxborough, Massachusetts www.nemadeshows.com
Sept. 10-11
Mid-Atlantic Merchandise Mart
Philadelphia www.midatlanticmart.com
Sept. 16-18
Atlanta Fall Market Atlanta www.atlantamarket.com
Sept. 16-18
Dallas Total Home & Gift Market
Dallas www.dallasmarket center.com
Sept. 16-19
Las Vegas Souvenir & Resort Gift Show
Las Vegas www.lvsouvenirshow.com
Surf Expo
Registration
opens for Surf Expo
Registration has opened for Surf Expo, a watersports and coastal lifestyle trade show, which takes place Sept. 4-6 at the Orange County Convention Center in Orlando, Florida. Buyers can expect to find plenty of new products and brands at the September Surf Expo.
“This year, we’re welcoming an impressive roster of new exhibitors offering everything from artisan-made accessories to innovative equipment and travel-inspired lifestyle goods,” says Roy Turner, senior vice president and show director of Surf Expo. “Many of these newcomers bring a focus on sustainability and unique brand stories that will resonate with the modern retail audiences.”
Show organizers have also enhanced Surf Expo’s digital matchmaking tools to help buyers and brands to connect before, during and after the show. Registration is free for qualified buyers before Aug. 21. To register and learn more, visit www.surfexpo.com.
Atlanta Market temporaries offer a diverse selection this summer
AmericasMart Atlanta is a gift and home sourcing destination this summer as the nation’s largest temporary exhibit returns. From Wednesday, July 16, to Sunday, July 20, buyers can explore more than 1,400 brands spread across seven curated categories, offering a dynamic and comprehensive sourcing experience all under one roof.
“Atlanta Market’s temporaries are where discovery happens,” says Scott Eckman, ANDMORE president. “Our 1,400+ selection of trusted favorites and brand-new finds give buyers a chance to explore, experiment and expand their assortments in every category.”
The Atlanta Market temporaries feature brands through seven major categories: Cash & Carry, Fashion Accessories, Gift, High Design, Home, Kitchen + Table and Makers Hub on eight floors in Buildings 2 and 3 of AmericasMart Atlanta, combining neighborhoods like Emerging Brands, Georgia Grown, Made in America, On Trend Gifts and more.
A complete list of Atlanta Market exhibitors is available at www.atlantamarket.com/exhibitor-directory.
NY NOW preps for 2025 Summer Market
The NY NOW 2025 Summer Market, scheduled for Aug. 3-5 at Manhattan’s Javits Center, will feature leading brands, product designers and influential buyers from across the retail industry. Show organizers say the event will help attendees to improve and grow supplier relationships.
According to NY NOW, the show will offer four destination markets designed to create a more unique sourcing experience. These destination markets include: Incubator Program as a spot for new exhibitors that are emerging designers; Rising Artisans as a section for the newest sustainable designers and global artisans; Luxury Lifestyle as an area featuring elevated aesthetic with curated designers; and International Pavilions as a spot for artisans from around the world will show off their crafts and designs.
NY NOW will also provide guests with curation, content and community programs.
Las Vegas Market to present dynamic mix of gift and home temporaries
This summer, the Gift & Home Temporary exhibits at Las Vegas Market will showcase over 400 brands in six categories. The show will offer buyers direct access to must-have products and emerging trends, all inside The Expo at World Market Center Las Vegas from July 27-30.
“Las Vegas Market is where buyers find the pieces that shake up their assortments and bring something new to the table,” says Scott Eckman, ANDMORE president. “With six unique categories in the temporaries, it’s a curated look at what’s trending now in gift and home.”
For Summer 2025, the Las Vegas Market Gift & Home Temporary exhibits will feature both established and emerging brands in six categories: Design, Gift, Handmade, Home, LUXE and Immediate Delivery.
New, returning and notable exhibitors include Chez Gagne (lifestyle gifts) in Gift E-707, Melissa & Doug (children’s toys) in Gift E-520 and Milkhouse Candle Co. (homemade candles) in Kitchen + Table E-1019.
A full list of Las Vegas Market exhibitors is available at www.lasvegasmarket.com/exhibitor-directory.
The Book of Palms
These page-turners will make book worms out of beach lovers of all ages!
On Dec. 15, 1868, Carl Friedrich Philipp von Martius, professor of botany at the University of Munich and director of the Royal Botanic Garden, was carried to his grave in a coffin covered with fresh palm leaves. The fronds were a reference to his groundbreaking Natural History of Palms: a work in three volumes, published between 1823 and 1853.
This encyclopedic treasury of 240 exquisite chromolithographic illustrations was based on von Martius’s expeditions through Brazil and Peru.
Authors: Carl Friedrich Philipp von Martius, H. Walter Lack Website: www.taschen.com
Salt and Shore: Recipes from the Coastal South
Chef and mixologist duo Sammy Monsour and Kass Wiggins share over 120 recipes for their favorite seafood dishes and drinks from the coast and byways, along with their passion for Southern cooking.
Advocates for sustainable eating and civil rights, their enthusiasm for good food and drinks shines through this entire cookbook. Celebrate the southern coasts with outstanding seafood at home.
Authors: Sammy Monsour and Kassady Wiggins Website: www.insighteditions.com
Surf Shack: Laid Back Living by the Water
Peek inside homes that reflect not just a sport or passion, but also a way of life. Blake Mycoskie of TOMS, hotelier Sean MacPherson, and others have set up their spaces to embrace a casual ease and be the break between the waves. With vibrant photographs of design details and bright beaches, this book captures the soulful milieu of a lifestyle we all aspire to.
Authors: Nina Freudenberger and Heather Summerville
On islands around the world, nine children face life-changing moments. Although each child is very different, one thing connects them all: a turtle swam into each of their lives at a critical moment.
Rocky looks forward to her family’s yearly escape to Cape Cod. Their humble beach-town rental has been the site of sweet memories. This year’s vacation, with Rocky sandwiched between her half-grown kids and fully aging parents, promises to be delightful. And then a chain of events sends Rocky into the past. When Rocky comes face to face with her family’s history and future, she is forced to accept that she can no longer hide her secrets from the people she loves.
It’s time for some fun in the sun! Play with beach toys, collect seashells, and splash in the water in this tabbed board book with Eric Carle art featuring The Very Hungry Caterpillar.
Author: Eric Carle Website: www.eric-carle.com
On our radar
1. Jilzarah: Adventure vacation memory bracelet, wholesale.jilzarah.com; 2. The Beach and Back: Marco Island shell earrings, www.thebeachandback.com; 3. Xplorer Maps: Cape May map pouch tote, www.xplorermaps.com; 4. Custom Creations: Custom Croc charms, www.custom-creationsinc.com; 5. Caskata: School of Fish 30-ounce tumbler with straw, www.caskata.com; 6. Butler Hill: The Reef Bracelet, www.butlerhil.net; 7. The Petting Zoo: 26-inch lifelike tuna plush, www.pettingzooplush.com; 8. Dune Jewelry: Sterling silver wave necklace with custom sand and earth elements, www.dunejewelry.com; 9. Impulse Souvenirs: Specialty souvenir stickers, www.impulsesouvenirs.com.
Have a product you would like featured? Send a high-res image and description to: katie@breakwallpublishing.com
Since 1907, the Santa Cruz Beach Boardwalk has been a popular seaside theme park. It features the 1924 Giant Dipper roller coaster, a classic Looff Carousel, arcades, mini golf, and countless boardwalk bites like deep-fried Twinkies and fries. The Boardwalk spans a wide, sandy beach along the Monterey Bay National Marine Sanctuary, where visitors can often spot sea life swimming just offshore.
The Santa Cruz Beach Boardwalk is a favorite summertime spot for many families, with its classic rides right beside the Pacific Ocean’s waves. Brett Friel, director of retail and games, says the attraction features eight retail locations and over a dozen game locations. He notes that it’s important that the merchandise encapsulates the park’s identity.
“You need to make sure the goods you are sourcing and buying represent the business values and identity,” he says.
Lately, nostalgic souvenirs are a hit at the Santa Cruz Beach Boardwalk’s stores. Santa Cruz Beach Boardwalk also debuted shoulder sitter plush this season that Friel says has been turning heads among visitors.
Friel adds that he feels humbled to oversee retail for the 118-year-old seaside attraction. “My first memories of the Boardwalk are, like many people, of riding the Giant Dipper,” he says. “Merchandise at theme parks and water parks is unique because it’s closely tied to the emotions and experiences of the visit. Theme parks that create original merchandise truly offer exclusive, one-time offers that create excitement.”
A.T. Storrs Ltd. — www.atstorrs.com 15
American Gift Corp. — www.agiftcorp.com ......................... 33
American Style Sunglasses — www.amstyle.us ................. 17
When Meredith Taylor plans a Give Back Day at Gifted Hilton Head, she’s all in. That means that day’s proceeds go entirely to a charitable initiative. She selects a different organization to be “gifted” on these days.
Gifted Hilton Head is busy, with 20 customers milling around at any given time. To Taylor, this means an opportunity to engage in conversation and make an impact with ded-
SPONSORED BY:
icated give-back events that support Hilton Head. For example, one Give Back Day event raised $12,090 for Samaritan’s Purse in Boone, North
drop off wish-list items from the Hilton Head Humane Society like dog food and Taylor donates 25% of sales during the event time to the
“I want to give back, and I feel that’s what it’s all about.” — MEREDITH TAYLOR
Carolina, to help with Hurricane Helene relief efforts.
“I feel absolutely blessed to live in such a beautiful place and have this store and wonderful customers,” Taylor says. “I want to give back, and I feel that’s what it’s all about.”
MUTTS, MARGS AND MORE
Taylor is an idea engine, coming up with fun ways to support local causes, including those close to her heart that help four-footed friends. At Mutts and Margs, guests can
nonprofit. Retailer neighbors join in the event, too. Taylor notes that the store raised $5,000 during the last two-hour event.
Another benefactor of Taylor’s efforts was the Palmetto Animal League. One of the store’s Give Back Days raised $7,215 for the cause, and anyone who brought in dog food or bedding earned 20% off a purchase at the store.
“I had an entire SUV full of bedding and food to deliver and I’m hoping to do this quarterly,” says Taylor.
Of a conviction for community support, Taylor says: “This is how I can make an impact.”
Starfish Awards recognize retail stores in our industry that are making a difference through charitable donations and efforts. Is your store worthy of an award? We’d love to hear from you! Complete an entry form at www.seasideretailer.com/starfish-award.
Customers enjoy coastal-themed decor with the Hilton Head Island name drop at Gifted Hilton Head. Photos: Caitlin Ryan
