Cover Story: Connected to the mission ...................... 32
The New England Aquarium offers experiential retail.
Style Trend: Good tides and tidings ............................ 38 Soft palettes shape coastal holiday trends for 2026.
Coastal Connection: California Surf Museum........... 46
This museum shop blends nostalgia and surf culture.
Coastal Connection: Whydah Pirate Museum ........... 52 Pirate-themed gifts are plentiful in this museum store. Product Focus: Memories in the air ........................... 58 Coastal fragrances can create connections to the beach.
Business: From reactive to strategic ........................... 66
Find out the basics of batching social media posts.
Seaside Retailer (ISSN 3067-3461) is published bi-monthly by Breakwall Publishing, LLC, 1455 Frazee Rd., Suite 500, San Diego, CA 92108. Periodical postage paid at San Diego, CA, and at additional mailing offices. Postmaster: Send address changes to Seaside Retailer, P.O. Box 3000, Denville, NJ 07834.
MORE THAN A MAGAZINE
When Seaside Retailer launched in 2019, our goal was to provide coastal retailers with ideas, inspiration and practical information they could use to build stronger businesses. Over the years, however, it has become clear that Seaside Retailer has evolved into something much bigger than a magazine.
Today, Seaside Retailer is a brand with a loyal following of retailers, wholesalers and industry professionals who share a passion for coastal retail. We help retailers discover and connect with brands and companies that can enhance their retail offerings. Fostering those connections and supporting the success of our industry has always been at the core of our mission.
That commitment led us to create the Coastal Connections Conference. What started as an idea to bring our community together has become a unique opportunity for coastal retailers to learn from industry experts, exchange ideas with peers and strengthen relationships with vendors in a coastal environment.
We are honored to be included in your journey and look forward to taking the next steps with you.
I encourage you to join us for the 2026 event taking place Sept. 18-20 at Margaritaville Resort Orlando. You’ll find so much value from attending between the eight educational sessions, product giveaways, welcome bags, meals, receptions and the exclusive entry to The Boardwalk buying event.
And now our mission to help coastal retailers achieve success has expanded yet again. Beginning this summer, we are introducing a new way for retailers to reach potential customers in-app and on websites where they spend their time.
Through a combination of digital marketing tactics, RetailBuzz 365 is built to increase visibility, keep stores top of mind and ultimately help drive more shoppers through your doors. Be on the lookout for more on this amazing new offering and how you can be among the first retailers to take advantage of this new program.
Whether it’s through the pages of this magazine, in-person events or innovative new marketing solutions, our mission remains the same. We are committed to helping coastal retailers thrive.
Thank you for being part of the Seaside Retailer community. We are honored to be included in your journey and look forward to taking the next steps with you.
In memoriam: Larry White
Lawrence “Larry” White, a longtime advertising director for Seaside Retailer sister publication, Souvenirs, Gifts & Novelties, passed away on June 14.
For more than three decades, White cultivated relationships with wholesalers throughout the gift and souvenir industry. In his role, he built lasting friendships with vendors and became a familiar face at gift and souvenir shows across the country.
White was widely respected throughout the gift and souvenir industry and formed lasting friendships with countless vendors and other industry professionals.
In 2016, White was honored with the Golden Lily Award by the Living Legends Association during the Smoky Mountain Gift Show in recognition of his commitment and contributions to the souvenir industry.
“Larry was a legend in the souvenir industry, and he will be sorely missed,” said Karen Carr, publisher of Breakwall Publishing. “His contributions have made a lasting impact on the industry, and he will be remembered for his dedication, his generosity and his remarkable ability to build relationships.”
Souvenirs, Gifts & Novelties will feature a tribute to White in the September/October issue.
Seaside Retailer parent company launches new online advertising division for retailers
Known for its industry-leading publications, Seaside Retailer and Souvenirs, Gifts & Novelties, Breakwall Publishing is expanding its services with the launch of RetailBuzz 365, a new programmatic advertising division designed to help retailers increase visibility, attract customers and grow their businesses.
Programmatic advertising uses advanced technology and audience targeting to deliver digital ads to the right people at the right time across websites, mobile apps and other digital channels.
Through RetailBuzz 365, retailers can target consumers based on interests, shopping behaviors and geographic locations, allowing them to maximize their marketing dollars and reach qualified customers more effectively.
“Retailers today face more competition than ever for consumers’ attention,” says Karen Carr, publisher of Breakwall Publishing. “We’ve spent years building relationships with retailers and providing valuable industry insights through our magazines. Expanding into programmatic advertising is a natural evolution that allows us to help our readers grow their businesses in a more direct way.”
RetailBuzz 365 will offer customized digital advertising solutions designed to increase store traffic, build awareness and connect retailers with consumers in their local markets.
“One of the biggest challenges retailers face is reaching the right audience,” says Kristin Ely, executive editor of Breakwall Publishing. “Programmatic advertising gives businesses the ability to deliver their message with precision and efficiency. We’re excited to provide our readers with another tool that can help them succeed.”
RE TAILBUZZ
36 5
As a trusted business partner to retailers, Breakwall Publishing launched this new service to further its mission of supporting the retail industry’s continued growth and success.
To help retailers learn more about programmatic advertising and the opportunities available through RetailBuzz 365, Breakwall Publishing will be hosting educational webinars in the coming months. Additional details will be announced soon.
For more information about RetailBuzz 365 and Breakwall Publishing’s programmatic advertising services visit www.retailbuzz365.com or contact Deborah Marshall, sales director, at info@retailbuzz365.com.
Seaside Retailer and SGN win 2026 Azbee Awards for editorial excellence
Medina, Ohio-based Breakwall Publishing has announced that its two publications, Seaside Retailer and Souvenirs, Gifts & Novelties, have each been recognized by the American Society of Business Publication Editors with 2026 Azbee Awards of Excellence. ASBPE is the professional association for full-time and freelance editors, writers, art directors and designers employed in business, trade and specialty press.
Seaside Retailer received a national silver award and a regional silver in the Print Article Design category for the “Timelessly Original” cover story, which was designed by Publisher and Creative Director Karen Carr. The feature article pairs long-form storytelling with immersive design to spotlight a third-generation coastal retailer.
Seaside Retailer also received a regional gold award in the Publication Design category for its strong brand identity, consistent styles and overall design.
Additionally, ASBPE awarded Seaside Retailer with a regional bronze award in the Case Study category for “Making a Quick Comeback,” written by Associate Editor
September 18-20, 2026 Margaritaville Resort Orlando
“This is a great opportunity to learn from industry experts and network with fellow retailers who share similar challenges. The information I gathered was incredibly beneficial and I am so happy I attended.”
— Sam Chang, IBCaribbean, Boca Raton, FL
Megan Smalley. The article outlines how Quiet Flight Surf Shop reopened its doors in New Smyrna Beach, Florida.
Seaside Retailer’s sister publication SGN also received several awards. SGN received a regional silver award in the Group or Company Profile category for “Funny Business,” written by Contributing Writer Kristen Hampshire.
SGN also received a regional bronze award in the How-To Article category for “An Inviting Little Hiking Store,” written by Smalley.
Seaside Retailer and SGN are published bimonthly by Breakwall Publishing. For more information, visit www.breakwallpublishing.com.
Ocean Jewelry releases Deep Blue line
Ocean Jewelry released its new Deep Blue fine jewelry line during JCK 2026, a jewelry industry trade event from May 29-June 1 in Las Vegas.
Deep Blue by Ocean Jewelry offers a refined fine jewelry where luminous stones, elegant gold forms and contemporary craftsmanship come together in an expressive and elevated creative direction for the brand. Crafted in 14-karat gold and featuring lab-grown diamonds and sapphires, the line explores the contrast between light and depth through rich color, luminous materials and graceful forms. Delicate matching sets and bold necklaces come together in pieces designed to feel elegant and personal.
“Deep Blue represents an important evolution for Ocean,” says Shane Maher, CEO of Flaircraft. “Gold has always held a strong place in luxury jewelry, but for us, it was about finding a way to approach it while staying connected to the essence of what inspires our brand. These pieces feel elevated and expressive, while still carrying the depth, movement and emotion that define Ocean.”
Beyond the line’s design, the Ocean Jewelry brand continues to connect with conservation efforts through its partnership with SeeTurtles.org, reflecting the brand’s commitment to sustainability that helps to inspire its collections.
Beachcombers Coastal Life offers new coastal decor, gifts and souvenirs for summer 2026
Beachcombers Coastal Life, a wholesale souvenir, gift and decor company, has released new coastal decor, gifts and souvenirs for the 2026 summer season.
The new Brew, Sip, Retreat collection is designed to help customers create a coastal coffee corner. Featuring tabletop signs inspired by crabby-before-coffee moods, the assortment adds humor and seaside personality to morning routines. Unique souvenir mugs with a sealed compartment for storing sand also offer a playful way to savor favorite travel memories.
For more classic coastal looks, the Blue Reef Coast collection delivers timeless blue-and-white style with a fun seaside twist. Ceramic vases, taper candle holders and woven fish-shaped baskets bring relaxed coastal charm to the home.
The Tiki Time collection brings the laid-back energy of a tropical escape to life with a playful souvenir collection inspired by island-themed adventures and sun-soaked destinations. Featuring whimsical figurines that capture cheerful vacation moments, the assortment evokes breezy ocean days, carefree travel and island getaways.
In addition to those new collections, Beachcombers Coastal Life is expanding its souvenir favorites with new knit marine life figures, interactive wall art with battery-powered moving details and new art glass pieces for gift and museum shoppers.
These new collections and products will be on display at Atlanta, Dallas and Las Vegas summer markets, with online shopping resources available for retailers at www.beachcomberscoastallife.com.
Mud Pie appoints new chief marketing officer
Mud Pie, a leading gift brand, has appointed Jennifer Glover as its chief marketing officer. Glover comes to Mud Pie with over two decades of experience leading growth initiatives for consumer brands across e-commerce, omnichannel retail, CRM, digital marketing and customer experience.
As Mud Pie’s chief marketing officer, she will focus on strengthening the customer experience, expanding digital capabilities and driving long-term brand growth.
“I’m excited to partner with the talented team to continue expanding the brand, elevate the customer experience and build meaningful connections with consumers across every channel,” says Glover.
PRINCIPLES FOR PEAK SEASON MERCHANDISING
BY MICHAEL HALE
The busiest months of the year can bring incredible opportunity — but they also place tremendous pressure on store operations. During peak season, your customers are often shopping quickly, distracted by busy vacation schedules.
assume that if displays appear empty or picked over, the best merchandise is already gone. Identify your store’s top-selling categories and create a replenishment strategy.
tion of professionalism and quality that customers notice immediately.
SIMPLE LAYOUTS
Retailers should evaluate traffic flow before peak season begins. Customers should be able to visually understand the store layout within moments of entering.
Seaside retailers can achieve the most success in these busy seasons if they focus on three core merchandising principles: stay stocked, maintain cleanliness and provide simple store navigation. While dramatic displays create excitement, the everyday fundamentals of merchandising are what truly drive sales during busy periods.
One of the most effective strategies is creating “grab-and-fill” replenishment systems. Rather than searching through random storeroom boxes, pre-sort merchandise into labeled bins or rolling carts for rapid restocking.
CONSISTENT CLEANING
The everyday fundamentals of merchandising are what truly drive sales during busy periods.
STAY STOCKED
Staying stocked should be a merchandising priority. Shoppers often
Cleanliness is equally important. Monitor floors throughout the day, regularly dust fixtures and frequently wipe glass surfaces.
Product presentation matters just as much as cleanliness. Folded merchandise should remain folded. Hangers should face the same direction. Small details create a percep-
WANT TO LEARN MORE? Hear Michael Hale speak about making waves on your sales floor at the Coastal Connections Conference taking place Sept. 18-20 at the Margaritaville Resort Orlando.
Avoid overfilling aisles with excessive fixtures or dump bins that block movement. Feature displays should create excitement without interrupting circulation.
FOCUS ON ESSENTIALS
Often, the stores that perform best during peak season are simply the ones that feel fully stocked, consistently clean and effortless to shop.
When customers can easily move through your store and quickly locate products, they are far more likely to make a purchase and return before their vacation ends.
Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits.
michael@retail-rehab.com www.retail-rehab.com
HOW TO BUILD MILLIONDOLLAR CASH FLOW
BY CATHY DONOVAN WAGNER
If I had to rebuild a store from scratch tomorrow, I wouldn’t panic. I wouldn’t hustle harder. And I definitely wouldn’t hope my way into magically becoming a million-dollar store. The very first thing I would do is try the Profit First system.
the moment revenue comes in. A set percentage goes to profit, a percentage goes to your own paycheck, and the rest covers inventory and operating costs. The cash that flows in during your peak months must carry you through the quiet months. This will work, only if you plan for it.
month coming three months out, you make smarter buying decisions, better staffing decisions and you don’t get caught off guard.
The cash flow and profit system is the first of five core systems in the Richer Retailer Method, and there’s a reason it comes first. You can have great inventory, a strong team and good marketing, but if your cash isn’t managed well, none of it holds. For seasonal and tourist-driven stores, cash confidence isn’t a niceto-have. It’s what keeps the lights on in February.
From there, get clear on your profit point, which is the exact sales number you need to cover expenses and generate real profit each month. Don’t just aim for breaking even; aim for achieving a profit.
If you start building cash confidence first, everything else in your store will get easier.
Once you know the number you need to reach to make a profit, you have a way to measure what a strong month actually means versus a month that just felt busy.
PROFIT FIRST SYSTEM
Profit First is a cash management system that gives every dollar a job
BUILD A FORECAST
Next, I’d build a cash flow forecast for the full year. If you can see a slow
WANT TO LEARN MORE? Hear Cathy Donovan Wagner speak about smart selling strategies at the Coastal Connections Conference taking place Sept. 18-20 at the Margaritaville Resort Orlando.
Generally, tourist-driven stores are well-positioned to for full-year cash flow forecasts because the seasons are fairly predictable. Use that to your advantage.
Then I would track a short, consistent set of numbers every week: total sales, sales by category, items per transaction and how this week compares with the same week in the previous year.
Monthly, I would layer in initial markup (aiming for 65% as a store average), payroll as a percentage of sales and cash position. Those numbers tell you almost everything you need to run your store well.
If you start building cash confidence first, everything else in your store will get easier.
Cathy Donovan Wagner helps store owners scale sales past 7 figures. Check out her Richer Retail Podcast. 847-622-8382
As an owner or manager in your seaside gift shop, let me suggest something you already know — but may not always act on. Your customers are on vacation, and they’re relaxed and making memories. Whether they realize it or not, the way your staff treats them becomes part of that memory.
looking for someone who simply says the rehearsed, “Hi, welcome in.” You need to find someone who naturally smiles. Someone who will look customers in the eye. Someone who likes engaging with people.
A question I like to ask my clients: Is the candidate’s energy level worth catching?
Hiring for customer service qualities isn’t just a “nice idea.” It’s a survival strategy.
That’s why hiring for customer service qualities isn’t just a “nice idea.” It’s a survival strategy.
I often see gift shop owners hire fast because they’re busy. Sometimes this works, sometimes it doesn’t.
You can teach someone how to run a register in about 30 minutes. You cannot teach someone to genuinely care about people in 30 minutes. Focus on hiring candidates who show they care.
WARM AND PERSONABLE
When trying to hire warm, personable staff members, you’re not
If they look like they would rather be anywhere else, your customers will pick up on that, and your bottom line will show that.
EMOTIONAL INTELLIGENCE
Peak season can get hectic as long lines form and items sell out. The best employees don’t panic or get defensive; they read the situation and adjust their tone. They stay steady. And that steadiness is gold.
An assessment I use with my clients for hiring purposes is the TriMetrix EQ. It is a scientifically validated instrument and works extremely well in helping identify the right kind of potential employees.
TAKING INITIATIVE
Solid candidates are also ready to take initiative. Does a prospective candidate notice things? Do they straighten merchandise without being told? Great service often happens before a customer even asks for help.
During interviews, ask simple behavioral questions like, “Tell me about a time you handled a difficult customer.” But don’t just listen to their words — watch their demeanor. How do they treat you? Character leaks out in small moments.
Once you hire well, set the example of what good service looks like. Have quick check-ins during the season. And remember to hire for the smile, hire for steadiness and hire for heart since caring is what keeps families coming back to your store year after year.
Tom Borg is a business consultant and writer focused on leadership, communication, customer service and the real-world challenges of small business ownership. Reach him at: 734-812-0526 tom@tomborg.com www.tomborgconsulting.com
1. Hotsox: Sun of a Beach women’s crew socks, www.hotsoxstore.com; 2. Stickers Northwest: The Jersey Shore sunrise sticker, www.stickersnorthwest.com; 3. Simply Southern: Youth sunset lover apparel set, www.simplysouthern.com/wholesale; 4. Peking Handicraft Inc.: Dolphin in sunset hook pillow, www.pkhc.com; 5. Cape Shore: Greeting cards with beach sunset, www.cape-shore.com; 6. Shaka Love: Seaside Love Turkish towel, www.shakalove.eco; 7. Pineapple Island: Large sunrise beaded pouch, pineappleisland.faire.com; 8. The Cottonseed Marketplace: Beach sunset sun catcher layered ornament, cottonseedmarketplace.faire.com; 9. The Darling Effect: Chasin’ Sunsets 34-ounce mega mug, www.thedarlingeffect.com.
Cool catches
Fish-themed gifts that celebrate life below the waterline are a great way to reel in customers.
1. Merritt International Inc.: Fish Friends appetizer tray, www.shopmerrittdesigns.com; 2. Shiraleah Chicago: Catch of the Day pillow, www.shiraleah.com; 3. Kurt Adler: Noble Gems yellowfin tuna ornament, www.kurtadler.com; 4. Sook & Hook: Fish sea glass art, sookandhook.faire.com; 5. Guy Harvey: Yellowfin tuna decal, www.rivercollectiveco.com; 6. Blue Sky Clayworks: School of Fish garden stringer, www.blueskyclayworks.com; 7. Little Fish Boateak: Fish fabric keel earrings, www.littlefishboateak.com; 8. Caloosa WaterWear: Mahi UPF 50 shirt, caloosawaterwear.faire.com; 9. Boston International: Amalfi fish mug, www.bostoninternational.com; 10. Peter Pauper Press: All the Fish jigsaw puzzle, www.peterpauper.com.
Dockside drinks
Coastal-inspired drinkware and accessories further the enjoyment of taking in sips.
1. Mud Pie: Blue shell beaded wine glass, wholesale.mudpie.com; 2. Asobu: Jellyfish pink tumbler, www.asobubottle.com; 3. Park Designs & Split-P: Island medley decorative pitcher, www.parkdesigns.net; 4. Sunny Hunny: Fishin’ Pretty drink sleeve, www.sunny-hunny.com; 5. The Queen's Jewels: Tropical Tides cocktail picks, www.thequeensjewels.net; 6. Creative Compass: Sun Rays Lake Days mug, www.shopcreativecompass.com; 7. Pavilion Gift: Flip flops shot glass, www.wholesale.paviliongift. com; 8. Rock Scissor Paper: Camp mug with sailboat, www.rockscissorpaper.com; 9. Tangico: Jekyll Island Campground wine stopper, www.tangicousa.com; 10. Tag Design: Tumbler with hydrangeas design, www.tagdesign.biz.
These oyster-inspired gifts and decor blend natural texture, shimmer and nautical appeal.
1. Val Viola Candles: Oyster shell trinket dish, www.valviolacandles.com; 2. Coastal Candle Co.: Coastal Carolina Collectioncandle with local oyster shell, www.coastalcandleco.net; 3. Kim Hovell: Large Atlantic reef acrylic tray, www.kimhovell.com; 4. Oyst-Her Skin Care: Shell- and sugar-whipped body scrub, www.oyst-herskincare.com; 5. Cat’s Coastal Studio: Chesapeake Oysters giclee art print, www.cathyshalvey.com; 6. Spartina 449: Oyster necklace with blue sodalite, www.spartina449.com; 7. Beachcombers Coastal Life: Hanging fish decor with oyster scales, www.cnfei.com; 8. Beatriz Ball: VIDA oyster large bowl, www.beatrizball.com; 9. Basic Spirit: Oyster shell bottle opener, www.basicspirit.com.
Darling dazzles
Sea life jewelry brings out the beauty and mystery of the ocean’s magical creatures.
1. Kaylie Dawn Jewelry: Gold-filled starfish bracelet, www.kayliedawn.com; 2. Attractive Ocean Jewelry: Tuna ring, www.attractivoceanjewelry.com; 3. Big Blue by Roland St. John: Sea turtle choker, www.bigbluedive.com; 4. Periwinkle by Barlow: Jellyfish earrings, www.periwinklebybarlow.com; 5. Lotus & Luna: Flamingo bracelet, www.lotusandluna.com; 6. The Beach and Back: Seahorse earrings, www.thebeachandback.com; 7. Wheeler Manufacturing: Dolphin pendant, www.wheelerjewelry.com; 8. Mosaico: Seahorse pendant, www.mosaicojewels.com; 9. Jackie Gallagher Designs: Stainless steel marlin necklace, www.jackiegallagherdesigns.com; 10. Ocean Jewelry: Octopus necklace, www.oceanjewelrystore.com; 11. Melissa Lew: Shark bracelet, www.melissalew.com.
Whale watch
Gifts featuring whales celebrate the beauty and wonder of the ocean’s gentle giants.
1. Quilling Card: Humpback whales greeting card, www.quillingcard.com; 2. Zootility: Eco-friendly humpback whale sticker, www.zootility.com; 3. Dune Jewelry: Whale tail necklace, www.dunejewelry.com; 4. Call For The Wild: Rescue humpback whale toy, www.forwild.com; 5. Anju Jewelry: Whale cuff bracelet, www.anjujewelry.com; 6. Kurt Adler: Bedazzled Collection whale ornament, www.kurtadler.com; 7. Emerson and Friends: Beluga whale baby romper, www.emersonandfriends.com; 8. Mowbi: Olympic National Park souvenir art print with whale, www.mowbiwholesale.com; 9. First & Main: Under-the-Sea orca plush, www.firstandmain.com; 10. The Wilusz Way: Mandala whale tail ornament, www.thewiluszwaywooddesigns.com.
STORY BY KRISTEN HAMPSHIRE
CONNECTED TO THE
MISSION
Inside the New England Aquarium Shop, conservation, experience retail and high-volume merchandising come together.
BY THE NUMBERS: NEW ENGLAND AQUARIUM AND GIFT SHOP
3,000
Square footage of the retail store inside the aquarium 75%
Aquarium visitors who pass through the gift shop during their visit
1+ MILLION
Annual visitors to the aquarium
Visitors exiting the Giant Ocean Tank at the New England Aquarium in Boston often take a detour before heading home. Penguins waddle nearby. Stingrays glide through the touch tank. Families linger over favorite exhibits, replaying moments that made the visit memorable.
And recapping a full day of sea life stories and up-close experiences is an engaging display in its own right: the aquarium gift shop.
About 75% of guests pass through the store — a 3,000-square-foot retail space that functions as a souvenir destination and an extension of the aquarium’s conservation mission. “When guests walk into the shop, we want them to feel connected, not just to the animals they’ve just seen, but to the mission behind them,” says Lisa Zajonc, store director.
That philosophy shapes everything from product assortment to packaging choices. It’s also why the shop has become a standout example of how modern destination retail can seamlessly blend mission, memory-making and merchandising strategy.
Zajonc says, “Retail is part of the overall story we’re telling at the aquarium.”
TELLING THE STORY
Zajonc joined the aquarium shop two years ago after a decades-long career with The Walt Disney Company, where she oversaw retail operations across New England.
“The assortment we have here is very similar in spirit to what we had in
“
“When guests walk into the shop, we want them to feel connected, not just to the animals they’ve just seen, but to the mission behind them.”
— LISA ZAJONC
All merchandise ties to the aquarium and its mission from the T-shirts to the mugs and the books.
Photos: Samantha Barracca
Disney stores,” she relates. “It’s experience retail. It’s about making sure guests create a memory while they’re here and take something home that reminds them of that experience.”
In the aquarium shop, that memory often takes the form of plush sea creatures, marine-themed apparel or souvenirs tied directly to exhibits guests just visited. Penguins, turtles, sharks and stingrays shape the store’s core motifs.
The goal is authenticity. If an animal doesn’t live at the aquarium or connect to its exhibits, it typically doesn’t appear in the store. “We stay very true to the animals that our guests experience here,” Zajonc says.
And for Zajonc, storytelling is just as important as merchandising and team members are trained to answer questions. New hires complete a scavenger hunt through the aquarium during onboarding to familiarize themselves with the exhibits and animals. The exercise takes about 90 minutes.
The process often leads to more thoughtful customer service. “We want them to understand the animals so they can talk about them with guests,” Zajonc says.
A FRESH ‘SEA SCAPE’
The shop’s merchandising strategy was revitalized and redeployed in
late 2024, following a comprehensive renovation. After decades without a significant update, the store inside this longtime institution had needed a floor-to-ceiling refresh designed to improve product visibility, guest flow and transaction speed.
“We’re a store that had been around for quite a while and we were a bit tired,” Zajonc relates, noting the rehab as a prime opportunity for elevating the retail experience. “It gave us a chance to rethink the layout and make the space feel fresh.”
One of the biggest changes involved relocating the cash wrap from the back of the store to the center. The shift opened up the front window area for product displays and improved circulation throughout the shop. Better flow encourages more browsing.
The redesign also introduced three self-checkout stations alongside three traditional registers, a move that dramatically increased transaction capacity during peak season. At first, some guests veered away from self-checkout.
“A lot of people think self-
Unique shark-themed caps and turtle-themed handbags make for standout souvenirs.
Squishy plush surrounds some name-drop tees, while reusable water bottles promote sustainability.
checkout takes away jobs, but that is not the case here,” she explains. “The benefit is, we always have someone at self-checkout assisting and engaging with customers, and it cuts down on lines.”
Efficiency goes a long way toward creating a winning end to an aquarium visit. “My goal is to never have anyone standing in line longer than three or four minutes.”
RELEVANCY RULES
At just 3,000 square feet, the aquarium shop makes sure to maximize every inch possible.
Folded and hanging apparel stretches from floor to ceiling along the walls, allowing guests to see graphic designs while maintaining full size runs behind the displays.
“Hanging apparel is what people look for first because they can see the graphics,” Zajonc explains. “But we make sure we always have all the sizes available.”
One of the store’s fastest-growing categories is apparel, led by adult sweatshirts and T-shirts along with pajama pants and casual accessories.
Recent additions also reflect the shop’s sustainability focus. One
vendor, Refried Apparel, produces garments made from repurposed fabric remnants — meaning each denim jacket, sweatshirt or bucket hat is completely unique.
“People love the denim jackets,” Zajonc says. “Every one is different.”
Plush is also a characteristic centerpiece and magnet for young visitors. “When families come in, the kids almost always lead the way to
Turtles, octopus and seals are all popular motifs at the New England Aquarium store.
plush,” Zajonc says.
A signature three-tier display dubbed the store’s “plush continent” anchors the sales floor and holds double the inventory capacity of the previous design.
A newer addition to the assortment is Plushy’s Closet, a line of miniature outfits that allows kids to dress up their plush animals. The stuffy costumes transform a penguin into a butterfly, dinosaur or other whimsical character — a take off of the Build-a-Bear dress-up concept.
“Most kids already have a lot of stuffed animals at home,” Zajonc adds. “Parents like being able to add something different.”
A MISSION AND MEMORIES
Across product categories, mission alignment is essential. The New England Aquarium Shop was the first aquarium retail operation in the country to implement Event Network’s Plastic S.T.O.P.S. initiative, a program aimed at reducing dependence on newly produced plastic. The shift required a comprehensive review of the shop’s assortment.
“It challenged us to rethink what we carry and how products show up on our shelves,” Zajonc says.
Plastic-wrapped candy was replaced with wax-paper alternatives. Toys packaged in plastic were phased out or replaced with items made from recycled materials.
“It’s not about eliminating plastic completely,” Zajonc explains. “It’s
The "plush continent" is a three-tier display of sea-themed plush.
about reducing virgin plastic and using recycled materials wherever possible.”
While the initiative narrowed the pool of available products in some categories, it also opened the door to more environmentally aligned merchandise. The shop expanded its offerings from local vendors since its initial plastics purge and now includes offerings from Maritime Tribes, Mystic Knotwork and Beacon Design.
Reusable shopping bags further support the sustainability focus, replacing single-use plastic bags entirely. Beyond sustainable sourcing, the aquarium shop reinforces
"When people walk out the door with something that reminds them of what they experienced here, that’s when we know we’ve done our job.” — LISA ZAJONC “
its mission through direct financial support. A percentage of every purchase contributes to the aquarium’s work in conservation, education and animal care.
Guests can also participate through a round-up donation program at checkout, directing spare change toward the institution’s initiatives. When staff explain where the funds go, Zajonc says guests are often eager to contribute.
Really, the aquarium shop’s mission is two-fold, reinforcing conservation while extending the experience.
“When people walk out the door with something that reminds them of what they experienced here,” she says, “that’s when we know we’ve done our job.”
Playful stingray plush and blankets win over parents and kids at the New England Aquarium gift shop.
Broader color palettes, playful details and memory-making ornaments are shaping holiday trends for 2026.
STORY BY KRISTIN ELY
GOOD TIDES AND tidings
Consumers still love their palm trees, seashells and Santa in flip-flops, but coastal Christmas decor is taking on a more sophisticated feel for 2026. Shoppers are embracing everything from refined neutrals and layered textures to brighter colors and playful accents, all while seeking pieces that blend seamlessly with everyday coastal decor and deliver plenty of festive charm.
“We’re seeing a strong shift toward brighter, bolder coastal color palettes,” says Carrie Perkins, owner of The Cottonseed Marketplace about the company’s ornaments. “The overall feel is still elevated coastal, but with more energy and personality.”
A SOFTER SIDE
Traditional red-and-green color schemes have their place, but when it comes to coastal holidays, some customers are favoring warm neu-
trals and sea-inspired hues. Bob Harju, owner and CEO of Pumpernickel Press, says customers purchasing coastal stationery and greeting cards are gravitating toward cream, tan, pink, salmon, turquoise, blues and greens to create a warm, nostalgic mood. Instead of relying on bold holiday colors, shoppers are embracing subtle hints of traditional Festive and coastal themes blend together seamlessly in this holiday ensemble from C&F Home.
reds and greens incorporated into softer color palettes.
“Tried and true coastal sellers for us are traditional Christmas imagery, wreaths and trees, decorated with naturalistic coastal ornaments, and elegant designs with simple but intricately embossed seashells continue to be favorites,” he says. “Newly introduced designs include detailed embossed seashells, sand dollars and starfish each as a focal point, but with softer or more natural colors.”
In the ornament category, David Beaupre, principal of Beacon Design, says seashells remain one of the strongest motifs, while soft coastal palettes featuring teal green, pale yellow and light blue continue to resonate with shoppers. Holiday textiles are following a similar path.
According to Colleen Hall, senior vice president of C&F Enterprises, neutral palettes and richly layered textures are driving purchasing decisions.
“Consumers are gravitating toward richly layered fabrics, embroidery, linen blends and dimensional detailing that create a collected, elevated look,” Hall says. “They want their holiday decor to fit with some of their everyday coastal pieces as well.”
She says shoppers are embracing refined coastal styling, with playful pops of color largely confined to smaller accent pieces such as towels and ornaments.
At Cape Shore, Marketing Manager Tara Merrill says the company is seeing a blend of classic holiday themes with relaxed coastal living,
This Sandkeeper ornament from The Cottonseed Marketplace, left, and this holiday greeting card from Pumpernickel Press, right, feature neutral-colored coastal icons.
Lights and greenery make this customizable lighthouse ornament from Beacon Design a treasured holiday keepsake that commemorates a favorite coastal place.
with popularity in soft color palettes, including varying shades of blues, sandy neutrals and coastal greens. She adds, “As always, in ornaments, sea glass, driftwood, shells and natural looks are top sellers.”
MERRY AND BRIGHT
Linda Lyznick, designer of Avery Lane Gifts, says broader home decor trends are influencing holiday collections, with darker woods, velvets and richer tones making their way into seasonal products.
She describes the emerging aesthetic as a “Velvet Christmas,” inspired by the timeless style associated with Ralph Lauren interiors.
“Everybody always likes snarky and retro Christmas decorations,” she adds.
Although coastal collections traditionally feature lighter hues, Lyznick says bright pastel colors remain popular, particularly in coastal Santa designs.
“On the East Coast, they love the traditional preppy and Ralph
At top, this Cape Shore ornament is a coastal keepsake, while below, Avery Lane Gifts adds a playful coastal spin to a holiday tea towel.
Blues, whites and champagne gold accents are trending at Kurt S. Adler.
Lauren, Martha’s Vineyard kind of Christmas coastal,” she says.
Old World Christmas is also seeing customers embrace brighter color combinations and whimsical sea-inspired themes.
According to Creative Director Melessa Paynter, sea life, shells and nautical icons remain strong performers, while playful sea characters and coral pink accents are bringing
fresh energy to the category.
“There is also a noticeable rise in whimsical coastal humor,” Paynter says. “Customers are drawn to lighthearted pieces that make them smile and remind them of their favorite seaside memories.”
Perkins says vivid colors and striking patterns have fueled the popularity of Cottonseed Marketplace’s suncatcher ornaments, which combine bold colors with natural wood textures.
MAKING MEMORIES LAST
For many resort retailers, holiday ornaments have evolved beyond seasonal decor to become year-round keepsakes that preserve memories of special trips and family experiences.
Merrill notes, “It is important to
remember that, whether it’s a seaside holiday tradition, a beloved vacation destination, or a favorite beach memory, products that create an emotional connection are the ones customers take home.”
Karen Sotomura, owner of Joseph K, says retailers should think of ornaments as more of a memento than a holiday item. “Don’t even look at it as a Christmas ornament,” she says. “Look at it as a souvenir item.”
That year-round appeal is echoed by JP Messenkopf, product manager for Kurt S. Adler. “It’s a good idea to keep an all-year-round ornament section as many customers on vacation are looking for that vacation remembrance ornament,” he says.
Perkins agrees, noting that many consumers are creating “family
Joseph K ornaments are year-round keepsakes that can be personalized.
vacation” trees featuring ornaments collected throughout the year.
maximize holiday card sales by merchandising assortments togeth-
“Whether it’s a seaside holiday tradition, a beloved vacation destination, or a favorite beach memory, products that create an emotional connection are the ones customers take home.” — TARA MERRILL, CAPE SHORE
“Customers aren’t just purchasing an ornament — they’re preserving a memory from a place they love, which gives the product lasting emotional value,” she says.
STORYTELLING SELLS
As coastal holiday assortments continue to evolve, wholesalers, designers and makers agree that presentation is just as important as the products themselves.
Harju says coastal retailers can
er rather than scattering products throughout the store.
Hall recommends decor retailers tell a story through coordinated collections featuring stockings, pillows, tree skirts and table linens that create a cohesive seasonal atmosphere throughout the home.
“The most successful retailers create an experience that blends holiday nostalgia with the unique character of their coastal community,” says Merrill. “We find that
having dedicated holiday displays, themed collections, and coordinated product groupings can increase sales.”
Old World Christmas is seeing a trend toward brighter color combos.
CAMILLE CACAS’ PERSPECTIVE ON
Coastal Museum Merchandising
Treat the store like a museum and not a surf shop, providing a bit of nostalgia and connection.
CaliforniaSurfMuseum Oceanside,CA
RIDING THE RETAIL WAVE
What do The Beach Boys, Gidget, sun-bleached surfboards and an indie oceanside San Diego museum have in common?
They all helped shape the modern surfing story — one California Surf Museum has spent nearly four decades preserving. What began as a handful of surf historians meeting over meals in Cardiff-by-the-Sea has evolved into a cultural landmark where history, community and coastal nostalgia collide.
The museum’s mission — to preserve, protect and share surfing’s heritage for future generations — runs through every exhibition, artifact and
Beach and surf themes go over big on souvenirs at the California Surf Museum store.
event. But it also lives in a surprising place: the compact, carefully curated gift store that has grown into the museum’s second-largest revenue source. More than a takeaway counter or tourist stop, the store acts as a continuation of the visitor experience, extending the nostalgia and curiosity sparked on the exhibit floor.
Executive Director Jim Kempton, a former surf journalist and longtime historian, says the museum store’s success propels the institution’s sustainability and growth. When the museum moved into its current home in 2008 — part of Oceanside’s revitalization — the grassroots nonprofit finally had space to build a true museum store.
“We were able to put in a really serious gift shop,” Kempton says. “And we brought in someone who understood retail.”
That someone was Camille Cacas, the museum’s retail director and buyer, who has shaped the store for the past 11 years. She had spent a life’s career in retail, owning a Hallmark store, working with independent drugstores
STORY BY KRISTEN HAMPSHIRE
PHOTOS: HOLLY SIGAFOOS
A surfboard draws customers toward a table of caps (right) while others enjoy the store’s coastal-themed soaps and tote bags (left). and serving as a rep at LA Mart. She saw an ad on Craigslist when the museum decided to focus on retail.
“Why not?” she thought, encouraged by her now-husband, a surf enthusiast.
Surf culture, community and retail ride the same wave at California Surf Museum, and Cacas steers a nostalgic shop that supports
missing the emotional resonance that motivates museum shoppers.
“I remember saying, ‘We’re not a surf shop. We’re a museum store,’” Cacas recalls. “Visitors walk through the exhibits first. They’re moved. They’re inspired. The store should reflect that.”
And it does. Today, the 600-square-foot space is modest in
“People walk in, they see the boards, the art, the timeline — and they just light up. Then they find something in the store that brings that feeling home.” — CAMILLE CACAS
its mission. “Eighty percent of our visitors don’t even surf, but they grew up listening to The Beach Boys, they skateboarded and saw movies like Endless Summer,” she says of the “big draw.”
CURATING A COLLECTION
After managing retail from all fronts of the industry, Cacas walked into the California Surf Museum shop with a practiced eye. She knew what needed to change.
The earlier iteration of the store leaned more surf-shop than museum — logo-light, category-light and
size but diversly stocked with layers of gifts and souvenirs, from artwork to apparel and handcrafted coastal goods. It’s also one of the most efficient corners of the museum, generating consistent year-over-year growth and playing a meaningful role in funding programs, staffing and exhibits.
Much of the store’s success began with the museum’s graphic identity: a distinctive surfer silhouette created through a community design contest. The logo appears across best-selling apparel produced by Impact Design.
“We sell apparel like any coastal museum would,” Cacas says. “But put our logo on it, and the value doubles. During COVID, when gift shops were struggling, we still had people coming in because they wanted the shirts.”
Visitors gravitate toward the soft, beach-ready fabrics in short sleeves, long sleeves and French terry hoodies. Rotating graphics keep the assortment fresh without straying too far from what members expect.
Hats are mostly classic baseball cap style. “Our audience leans older,” Cacas says of a demographic that’s more interested in traditional headwear vs. trucker hats, though the shop does carry some.
If there’s one product category that Cacas can count on, it’s impulse items tied to both aesthetics and portability.
Paper Sharks tea towels — lightweight, lint-free and customized with the museum’s name — have become go-to souvenirs. “People can fold them small, toss them in luggage, and pick up multiples as gifts,” Cacas says.
Ipswich Soaps, wrapped in labels featuring VW vans, Woodies and
retro surf girls are another reliable seller. Cacas merchandises them alongside the towels on a tiered table, a high-traffic, easy-reach display that anchors the front of the shop.
NOSTALGIA SELLS
Nostalgia drives nearly every category in the store, but it’s especially strong in jewelry. Two artisan lines — Left Hand Studios and D’Ears — anchor the department with coastal motifs: waves, sunsets, hibiscus flowers, surfboards and sea turtles.
Placement matters. Left Hand Studios sits at the front register for visibility and security, while D’Ears jewelry pieces hang on pegs nearby for easy browsing.
St. Christopher medallions are a surprise hit. They were once given as
tokens of affection or “going steady,” and Cacas says, “It’s always fun hearing parents explain them to kids.”
The museum also sells a range of educational and art-driven merchandise, including Safari Ltd. ocean tubes, coastal plush and posters linked to its exhibits. Ocean artist Wade Koniakowsky’s “Surf Art” poster series is a top seller for the current exhibition, while the iconic Endless Summer poster and its metal reproduction are perennial favorites.
Meanwhile, some of the most popular items aren’t purchased from vendors at all. They’re donated.
The museum’s vintage Hawaiian shirt rack is filled with aloha shirts dropped off by members and visitors and have become a cult favorite. Shirts are priced at $19.95, regard-
less of label, and rotated continually based on what comes through the door.
“We probably have 30 to 45 shirts at any time,” Cacas says. “People come here every summer before checking into their hotel to see what we’ve got. It’s become a thing.”
Labels range from Hilo Hattie to Reyn Spooner to Tommy Bahama, and the assortment changes daily. For visitors, it’s treasure hunting. For the museum, it’s pure margin.
SUPPORTING THE SURF STORY
With just two full-time employees, two part-timers and a strong volunteer team, the museum store is a lean operation, Cacas says. Staff who greet visitors, support events or guide tours can also run the register,
maximizing payroll.
“Our goal has always been to have the store cover payroll,” Kempton says. “It’s a tall task, but Camille has moved us closer every year.”
Cacas says she uses the same business principles she relied on earlier in her career. “You plan for rushes and lulls,” she explains. “You keep your margins healthy. You watch your numbers.”
Visitors come from Brazil, Portugal, France, Japan — and from local beach towns up and down the coast. Many come for exhibits. Others stop in just for the gift shop. Most leave with both an appreciation for surf history and a purchase that supports the museum, says Cacas.
And as the California Surf Museum approaches its 40th anniver-
sary — just shy of the 50-year mark often considered the threshold of institutional legacy, Kempton points out — retail plays an integral role in everyday operations and planning for the future. Exhibits continue to expand. Visitors continue to grow.
The store, under Cacas’ watch,
continues to deepen the connection between surf culture and the people who love it. “It’s the positive vibe,” she says. “People walk in, they see the boards, the art, the timeline — and they just light up. Then they find something in the store that brings that feeling home.”
Customers enjoy the store’s magnets shaped like surfboards and name-drop T-shirts.
MEREDITH KATZ’S PERSPECTIVE ON
Coastal Museum Merchandising
Gifts and pirate-themed booty in this gift shop all relate back to the museum mission.
WhydahPirateMuseum
Yarmouth,MA
AHOY, TREASURE HUNTERS
The story begins with a bell. Recovered from the ocean floor off Cape Cod in the mid-1980s, the inscription on the bell, 1716, confirmed what divers had hoped they had found: the Whydah Gally, the only authenticated pirate shipwreck ever discovered.
“We’re home to the world’s only verified pirate treasure,” says Meredith Katz, executive director.
“Other wrecks have been found, but none had the telltale artifact.”
Nearly four decades later, the search continues. Archaeologists are still recovering artifacts from the wreck site buried beneath approximately 30 feet of shifting sand off the coast of
The museum gift shop shows off authentically designed pirate ship models.
Wellfleet, Massachusetts. Every dive has the potential to reveal another piece of history from the pirate ship captained by Sam Bellamy before it sank during a violent storm in 1717.
This ongoing discovery is what makes the Whydah Pirate Museum in West Yarmouth, Massachusetts, unlike other pirate attractions. Visitors can witness archaeology in progress.
Inside the museum, galleries showcase thousands of artifacts recovered from the wreck, from gold and silver coins to navigational instruments, weapons and personal belongings that paint a remarkably detailed picture of life aboard an early 18th-century pirate ship. Nearby, conservation specialists painstakingly free artifacts from centuries-old concretions, revealing objects that haven’t seen daylight in more than 300 years.
The experience continues inside the museum store, where every purchase helps support future expeditions and artifact conservation.
STORY BY KRISTEN HAMPSHIRE
PHOTOS: BRYAN STEARNS
“Everything goes back to the dive and research,” Katz says. “We’re still actively excavating, and every purchase helps fund that work.”
MORE THAN PIRATE LORE
The Whydah’s story is extraordinary because it’s documented history. “It’s real history, not folklore,” Katz says.
Originally built as a slave ship, the Whydah was captured in 1717 by pirate Samuel “Black Sam” Bellamy
crew members perishing.
For years, the wreck existed largely as a tale.
This changed when underwater explorer Barry Clifford located the site in 1984 after years of searching.
“The museum is a life’s passion for our founder, Barry Clifford,” Katz says. “His dream was to find pirates’ treasure along the Cape, and he almost gave up until one last dive in 1984 with his buddy, John F.
“Everything goes back to the dive and research. We’re still actively excavating, and every purchase helps fund that work.” — MEREDITH KATZ
and his crew during one of the most successful pirate campaigns in history. Just months later, the ship was lost in a nor’easter off Cape Cod with all but two of the approximately 146
The store carries classic name-drop sweatshirts as well as pirate hats and novelty pirate-themed toys.
“Only about 10% of the claimed treasure is accounted for,” she says. “There’s still so much history waiting beneath the sand.”
DIGGING UP DETAILS
Guests often arrive expecting tales of pirates and buried treasure. What many don’t expect is the science.
“The lab surprises people the most,” Katz says. “Every artifact starts inside a concretion, basically a rock. Our archaeologists X-ray them, identify what’s inside and gradually free each piece.”
Kennedy Jr. It was a lucky day. The next year they unearthed one of the Whydah’s anchors, and finally the bell. Dives continue today.”
The museum stands as the public face of Clifford’s lifelong mission.
And despite thousands of recovered artifacts filling nearly 8,000 square feet of exhibit space, Katz says researchers have only scratched the surface.
A bookshelf in the silhouette of a boat displays some kids’ merchandise.
Visitors can watch conservators carefully chip away at concretions, exposing coins, buckles, tools and other artifacts that would otherwise remain hidden. The meticulous work requires patience, specialized equipment and years of expertise.
This behind-the-scenes access and authentic exhibits cast off an adventure that continues in the museum store.
“I’m very intentional,” Katz says of buying for the gift shop. “I don’t buy every pirate item out there. We focus on quality and pieces that tie back to our mission.”
For example, the museum developed its own Expedition Whydah apparel collection featuring original ship artwork and museum branding. Custom postcards, magnets, stickers
and patches allow visitors to take home pieces that commemorate the experience while supporting ongoing research.
One of the most popular items tells the museum’s story in an unexpected way. “Our color-changing mug is a best-seller,” Katz says. “It starts off black and has our logo in silver or gold. When you add hot water, the Whydah ship appears.”
The cool mug effect is much like the surprising history guests learn when they visit.
Pirate hats remain another favorite, especially among families eager to capture vacation photos before leaving the museum.”
They’re usually the first thing people grab and put on to take pictures,” Katz says.
PIRATE’S BOOTY
Children naturally gravitate toward the interactive side of the shop. “Our foam swords are absolutely our No. 1 seller,” Katz says. “They’re much safer than the plastic ones we used to carry.”
Custom “booty bags” are another top pick among the younger set. “They’re little sacks filled with plastic coins, gems, rocks and rings,” Katz describes.
Treasure chests, wooden ship kits, telescopes and toy pirate pistols round out the selection. Katz sources many of these from Design Masters. The museum also stocks Folkmanis puppets featuring scarlet macaws, whales and sharks that reflect both pirate lore and Cape Cod’s coastal wildlife.
Folkmanis puppets reflect pirate lore and wildlife native to Cape Cod.
Adults often head toward collectibles. Magnets and embroidered patches remain consistent favorites, joined by Christmas ornaments depicting pirate ships and Cape Cod themes. The newest addition is a whimsical gingerbread pirate ship ornament that has quickly become a customer favorite, Katz says.
“We try to have something at every price point,” she says. “We want everyone to be able to leave with something, and probably 95% do.”
SEAFARING SCIENCE
Managing the museum store requires careful planning, especially during Cape Cod’s busy summer season.
“On rainy days we can see more than 1,000 people,” Katz says.
“Everything is pre-priced and ready to go in the back room. Our ticket counter is integrated with the shop, so the team handles both.”
Preparation allows the museum to move large crowds through admissions and retail while keeping the focus on the visitor experience.
Also, retail success isn’t measured solely by sales. Every purchase directly supports continued exploration of the Whydah wreck site, conservation of newly recovered artifacts and the research that continues to reshape historians’ understanding of piracy during the early 1700s.
“When someone buys a magnet or a sword or a sweatshirt, they’re supporting archaeology,” says Katz. Guests leave with more than a
souvenir. They become part of an archaeological story that is still being written following their visit.
“A lot of people hear ‘pirates’ and they think this is for little kids,” she relates. “The outside of the building is pretty nondescript, but when you walk in the door, there is a major wow factor.”
Classic name-drop caps line shelves in the Whydah Pirate Museum gift shop.
MEMORIES
in the air
Coastal-inspired fragrances, clean ingredients and elevated designs are helping retailers create lasting connections to the sea.
STORY BY KRISTIN ELY
Consumers may not be able to bottle a beach vacation, but home fragrance brands are offering the next best thing. From candles and reed diffusers to room sprays and car fragrances, products inspired by the scents of the coast are helping shoppers relive favorite destinations long after returning home. Customers are increasingly drawn to fragrances that evoke memories and recreate the ambiance of a place. At the same time, demand for clean ingredients, refillable products and elevated packaging is helping transform home fragrance into a year-round category that offers coastal retailers strong gifting opportunities and repeat business.
MORE THAN A FEELING
“Home fragrance merchandise is an easy gifting choice or souvenir, especially if the scent evokes memories of special places or getaway trips,” says Darin Trimble, principal of True Ocean.
The company’s signature Coastal fragrance blends palm leaf and bergamot to capture what Trimble describes as “vibes of sun and sea.” Reed diffusers, soy candles and pocket-sized body sprays have emerged as bestsellers.
Michelle Fontanez, founder of Surf’s Up Candle, says being near the water is already associated with emotion, nostalgia and escapism,
coastal customers. Product offerings extend beyond candles to include room sprays, lotions, wax melts,
“Home fragrance merchandise is an easy gifting choice or souvenir, especially if the scent evokes memories of special places or getaway trips.” — DARIN TRIMBLE, TRUE OCEAN
making home fragrance products a natural extension of the coastal lifestyle.
“We always say there are two types of people in the world: people who live at the beach, and people who wish they lived at the beach,” she says.
Surf Wax remains Surf’s Up Candle’s signature fragrance, with Coconut Lime, Pink Grapefruit, Beach Bum, Perfect Wave and Ocean Breeze also proving popular with
sugar scrubs and gift sets. Recently, Surf’s Up Candle introduced a line of beach-inspired car diffusers.
“Home fragrance allows retailers to bottle that feeling and give customers a way to take a little piece of the coast home with them, no matter where they live,” Fontanez says.
Kate Taylor, founder of Uncommon Flame, says scent creates a powerful emotional connection with shoppers. “Because scent is powerfully tied to memory, vacationers can ‘bottle’ their beach experience and relive it at home.”
Jack Be Nimble has found similar success with fragrances designed around experiences and destinations. Among coastal retailers, Lagoon — featuring notes of sea salt, beachwood and vetiver — continues to perform well, while Georgia on My Mind has become a favorite gift.
“Visitors often want to take a piece of their vacation experience
home with them, and scent is one of the most powerful ways to recreate a memory,” says Paul Bruschi, founder and CEO of Jack Be Nimble.
Reed diffusers have become one of the company’s fastest-growing categories, particularly among customers seeking flameless fragrance options for vacation homes.
FRESH AND CLEAN
Consumers are paying closer attention to ingredients and clean formulations continue to gain importance.
Clean ingredients have been central to Broken Top Brands’ philosophy since its beginnings as Broken Top Candle Co.
Affton Coffelt, CEO and founder of Broken Top Brands, says, “Everything that we do is very clean. It’s all pure soy, phthalate free, and all the fragrances that we’re using in those products are skin safe.”
Broken Top candles feature cotton wicks, while reed diffusers and linen sprays round out the home fragrance assortment. Coffelt says the linen sprays have become one of the company’s standout performers.
Sea Salt Surf, the company’s signature scent, reflects the coastal inspiration behind the brand.
Surf’s Up Candle’s signature Surf Wax scent is available in a variety of sizes.
Uncommon Flame combines coastal imagery with sea-themed scents for a nostalgic experience, while True Ocean’s coastal scent captures sea vibes.
“My goal when I started the company was to create fragrances that people wanted in every aspect of their lives, from personal care to home fragrance,” Coffelt says. “It just so happens to be these awesome coastal fragrances.”
Other companies are also emphasizing ingredient transparency and American manufacturing, including Uncommon Flame and True Ocean.
Meanwhile, Jack Be Nimble continues to hand-pour every candle in small batches using Americangrown soy wax, cotton wicks and premium fragrance oils.
Sustainability is also influencing innovation. This year, True Ocean
introduced refill oils for its reed diffusers, allowing customers to reuse their existing glass vessels.
PREMIUM APPEAL
Consumers are also embracing more elevated fragrance experiences. With the launch of its Lumena Home Collection, The Grecian Soap Co. has entered the luxury segment with six fragrances. “It’s a higher-end
Jack Be Nimble recreates vacation feels with memory-evoking scents.
Sea Salt Surf linen spray from Broken Top Brands is a bestseller.
division,” says Steven Stamatis, CEO and co-founder of The Grecian Soap Co.
The line includes fragrances such as Harbor Light, Salt and Ember, Sea Drift, Amber Eclipse and Citrus Aura.
According to Stamatis, the collection was designed to create a refined sensory experience. “They’re all very distinctive and very spa-like, but they really have a radiant fragrance,” he says.
Jack Be Nimble is also embracing elevated design with its Botanical Collection, which features etched glass vessels and nature-inspired fragrances.
Broken Top Brands, meanwhile, recently signed licensing agreements with Roxy and Billabong, opening the door for expanded fragrance offerings inspired by the lifestyle brands. Coffelt expects Billabong to have a strong presence in home fragrance.
The company is even exploring scent technologies that would allow retailers to infuse stores with the fragrances they carry. “Retailers that are purchasing Billabong fragrance or Roxy will have the opportunity to make their store smell like those scents as well,” Coffelt says.
Earlier this year, Northern Lights Enterprises added Trapp Fragrances to its portfolio, strengthening its position in the luxury category while bringing together two brands known for craftsmanship.
“Northern Lights is known for unique design in the home fragrance industry, and we can’t wait to bring that creativity to new products that stay true to the fragrances Trapp fans already know and love,” says Amy Bennett, chief operating officer of Northern Lights.
STAYING POWER
As consumers continue to prioritize comfort, wellness and creating inviting spaces at home, suppliers see longterm strength in the home fragrance category.
The Lumena Home Collection from The Grecian Soap Co. captures a spa-like experience with its six elevated fragrances.
Candles and diffusers also offer retailers attractive add-on opportunities, according to Bruschi.
Whether through nostalgic beach-inspired scents, clean ingredients or premium presentation, home fragrance products allow customers to bring a little bit of the coast home — and provide retailers with a category that continues to resonate long after vacation ends.
WARM SEAS & GREETINGS
Old World Christmas, known for its glass ornaments, is making memories in a new way this holiday season. The company has brought its legacy of craftsmanship into a premium line of scented candles that resonate with customers across regions of the United States, from coastal boutiques to mountain towns and traditional holiday markets.
One scent in particular is making waves with coastal retailers. Warm Seas & Greetings is described as an invigorating splash of sea salt and lemon meeting a fresh aquatic breeze, while the fir needle scent adds a crisp heart, and the scent settles into the earthy warmth of timber and driftwood.
Each candle is expertly crafted with a luxurious soy wax blend, 100% cotton wicks, and essential oil fragrances that deliver a clean, long lasting, and beautifully layered burn, the company says. The collection offers a range of distinctive scents that merchandise well year-round and complement a variety of retail environments.
“With elevated materials, thoughtful fragrance design and strong consumer recognition, these candles bring a refined, giftable touch to any holiday assortment,” the company says.
Trapp’s luxury fragrance offerings are now part of Northern Lights’ portfolio.
STORY BY MELISSA STEADMAN
Batching social media posts allows retailers to plan ahead, align content with business goals and maintain momentum throughout the year.
FROM REACTIVE TO STRATEGIC
Social media is no longer a maybe for business — it is a must. It is a way to stay in front of your customers during slow seasons, promote your products and services, and reinforce your brand values and commitments.
It can be tough to get into a habit of posting regularly to social media.
Although posting to social media can be daunting, one approach can make this task easier: batching. With batching, you decide ahead of time what you will show your followers, rather than stressing about creating the perfect post on the fly.
PREPARING THE FRAMEWORK
to make a note of key holidays, local events, promotions and sales, and seasonal shifts in your business. Your calendar doesn’t need to be perfect. It just needs to give you visibility into what is coming up.
PRO TIP:
Consistency matters more than frequency. It’s better to post three times per week consistently than seven times one week and nothing the next week.
Batching social media takes some initial preparation. First, create a simple annual calendar to highlight times and events you will definitely want to post. You will want
You will also want to decide several parameters for your social media strategy, including which platform(s) you will use and how often to post. Consistency matters more than frequency. It’s better to post three times per week consistently than seven times one week and nothing the next week.
Choose a scheduling tool that can help you prepare posts. Meta Business Suite is a great free option if you are sticking to Facebook and Instagram.
THE BATCHING PROCESS
With your framework set, it’s time to start batching social media posts for your business. It’s best to batch no further
out than monthly so you can stay relevant to any changes in your business environment.
STEP 1: LIST YOUR GOALS. Decide your overall goal for the month. Consider, are you:
• Driving foot traffic?
• Selling through specific inventory?
• Promoting an event?
This is where batching becomes a growth-strategy. When you have
“With batching, you decide ahead of time what you will show your followers, rather than stressing about creating the perfect post on the fly.”
a clear goal, your content becomes easier to create and is more effective toward reaching your customers.
STEP 2: SET WEEKLY THEMES. Break your month into simple themes to guide your content. If you’re wanting to promote an end-of-summer sale, you could try something like this:
• Week 1: Summer winding down
• Week 2: Tease the sale
• Week 3: Launch the sale
• Week 4: Last call
Having a weekly theme breaks down your goal into a structure.
Instead of trying to decide what to post each day, you already have the direction set. It also provides a running throughline for your customer to follow. Rather than random posts floating on your Instagram feed, you guide the customer to a place, product or event of your choice.
STEP 3: WRITE THE POSTS. Want to save time? Write all your posts for the month in one sitting. Draft captions, gather your photos and pair them together in a simple Word document.
When you lay it all out, you start to see the full picture of what your
customer experiences and quickly spot gaps in your content or images. Use this time to assess if you have enough product photos or if you may be repeating the same message too often. Instead of reacting daily, you are building a strategic plan.
STEP 4: SCHEDULE THE POSTS.
Set your posts to publish ahead of time using your scheduler. This removes the daily pressure of posting and ensures you stay consistent, especially during peak season or busy events.
Don’t forget to add your next batching time to your calendar. Schedule batching for the next month around the last week of the current month to give you time to
fill in any photo or information gaps you might have.
STEP 5: REVIEW WHAT
WORKED. Before starting your next batch, take a few minutes to review. Which topics, products and types of posts got engagement? Which posts drove traffic or sales? It’s also equally important to recognize if any posts fell flat. You don’t need a deep analysis for this, just enough to improve for the next round.
BUILDING A HABIT
If batching seems intimidating, start small. Try batching posts for one week at a time, and then eventually build up to batching posts for one full month at a time.
This process gets easier the more you do it. You can work with your best employee to help you do it or do a piece of it, such as taking photos for the posts or helping write posts that you review.
And once this process is in place, you can hand it over. This is how you step out of the weeds and start to scale. Your social media doesn’t need more creativity; it needs more consistency. Batch it, schedule it and improve it. If your marketing demands your time every single day, you don’t have a system — you have a ceiling.
Melissa Steadman runs Moonbridge Consulting, where she helps founders plug their revenue leaks and focus on sustainable growth.
SAVETHEDATE
SEPT. 18-20
Coastal Connections Conference
JULY
July 20-24
Seattle Market Week Seattle www.seattlemart.com
July 21-22
Collective Shows Huntington Beach, California www.collectiveshows.com
July 24-26
GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com
July 26-30
Las Vegas Market Las Vegas www.lasvegasmarket.com
AUGUST
Aug. 2-4
NY NOW New York www.nynow.com
Aug. 3-6
Atlanta Apparel
Atlanta www.atlanta-apparel.com
Aug. 9-12
Las Vegas Apparel Las Vegas www.lasvegasapparel.com
Atlanta Market and Atlanta Apparel kick off Summer 2026 buying season
Atlanta Market and Atlanta Apparel concluded the Summer 2026 edition shows at AmericasMart Atlanta. Due to timing compression from the FIFA World Cup, ANDMORE hosted the two markets concurrently from June 9-14.
ANDMORE reported that total buying accounts were up 1.1% in a year marked with change due to format, date and category, showing a positive reception to this year’s co-located Summer market experience. Early feedback indicated that attendees actively shopped both markets, using the expanded product mix to plan assortments for upcoming selling seasons.
“As buyers of both apparel and gift, having the two markets combined in one location is incredibly valuable and makes the show highly efficient,” said Karen Brown of Petalura.
The shows will return to their traditional winter schedule in 2027, with Atlanta Winter Market running Jan. 12-17, 2027, and Atlanta Apparel running Feb. 2-5, 2027, at AmericasMart Atlanta.
Michael Hale to deliver hands-on merchandising session at Coastal Connections Conference
One of the Coastal Connections Conference’s most popular speakers is back for 2026 with a new session designed to help retailers transform their sales floors into more effective selling environments.
Michael Hale, CEO of Retail REHAB, will present “Making Waves on Your Sales Floor” during the Coastal Connections Conference, taking place Sept. 18-20, 2026, at Margaritaville Resort Orlando. Hale will discuss why visual merchandising deserves attention even for busy retailers, sharing techniques for elevating the customer experience, making products easier to shop and discover, highlighting promotions and high-profit items, and increasing the perceived value of merchandise.
“Visual merchandising is one of the most powerful tools retailers have to influence shopping behavior and improve store performance,” Hale says. “The Coastal Connections Conference is a unique opportunity to attend a focused event for your specialized retail business model.”
As CEO of Retail REHAB, Hale helps brands create high-performing retail spaces by combining sales analytics, operational flow and fixture design to enhance both the customer experience and business results. His experience spans cruise, airport, resort and specialty retail operations.
Retailers interested in attending can learn more and register at www.coastalconnectionsconference.com. Early-bird registration rates are currently available for a limited time.
CARV Expo attendance up for second show
CARV Expo (California Action Retailer + Venture), a West Coast action sports trade show and industry gathering, wrapped up its second edition at the San Diego Convention Center on May 15, with attendance up 13% year over year. Show organizers said the exhibitor floor also grew 37% over its 2025 debut.
The show featured over 160 brands on the floor, spanning from heritage names like Quiksilver, Hurley, Volcom and Rusty to popular and emerging brands across various categories. The show moved business on both sides of the aisle. Most buyers (83%) discovered new products and 97% wrote orders at the show or left planning to do so. Three out of four exhibitors reported that they connected with buyers they had never worked with before.
CARV Expo will return to the San Diego Convention Center May 13-14, 2027. Show organizers say exhibitor booth reservations are now available at www.carvexpo.com.
Apollo Funds to acquire Emerald and Questex
Apollo has announced that Apollo-managed funds have entered into separate definitive agreements to acquire Emerald Holding Inc. and Questex, with the intention to combine the businesses to create a large North American B2B experiential events and media platform, in an allcash transaction.
Emerald offers category-leading exhibitions, including Surf Expo, Collective Shows, ASD Marketweek and IGES. Questex features a differentiated portfolio, offering information services and events for a variety of industries. By combining Emerald and Questex, Apollo Funds says it would create a scaled B2B events platform with approximately 160 events across complementary end markets.
Hervé Sedky, president and CEO of Emerald, says Emerald has transformed its portfolio of exhibitions in recent years with a focus on higher growth and market-leading brands.
The transaction is expected to be completed in the second half of 2026, subject to customary closing conditions and regulatory approvals.
Buyer registration opens for September edition of Surf Expo
Surf Expo has opened buyer registration for its Sept. 16-18 show in Orlando, Florida. As a large coastal outdoor marketplace, Surf Expo offers guests opportunities for business growth, networking and industry innovation.
Show organizers say they have moved Surf Expo to a slightly later September time frame, well ahead of the Labor Day holiday for ease of travel and planning.
Show organizers say the Shoreline Outdoor category has been growing, featuring adventure-focused brands such as Life is Good, Bimini Bay Outfitters and Beach & Barn.
Additionally, show organizers say key Swim and Coastal Gift & Decor brands are already committed to the show, including Anne Cole, Manhattan Beachwear, Dippin Daisy’s, Cape Shore and Fancy That Gift & Decor.
To register and learn more about Surf Expo, visit www.surfexpo.com.
Welcome to Beach Town
These page-turners will make book worms out of beach lovers of all ages!
In idyllic Alara Cove, a California beach town, it’s graduation day at the elite Thornton Academy. The class valedictorian is Nikki Graziola, a surfer’s daughter who is there on scholarship. Nikki veers off script while giving her commencement address and reveals a secret that breaks open the whole community. As her truth explodes into the light, Alara Cove will face a reckoning.
Author: Susan Wiggs Website: www.harpercollins.com
The Summer We Started Over
In The Summer We Started Over, beloved storyteller
Nancy Thayer transports readers with a moving story about family, courage and the resiliency of young women. The story follows Eddie Grant as she leaves Manhattan to go home to her younger sister, Barrett, in Nantucket. But going home to the beautiful island means facing the family’s difficult past. But the Grant sisters are nothing if not resilient and capable, opening a used bookstore and navigating the discovery of a long-buried family secret.
Explore the allure and magic of coastal living with this beautiful book. Beach Life delves into life by the sea and why we are drawn to it. From the homes to the food to the relaxed mindset and the therapeutic benefits of being near the ocean, life is different at the beach. From large oceanfront vacation homes to charming beach cottages down sandy streets, Beach Life is the perfect guide for capturing the spirit of the sea and bringing it home with you.
Author: Lauren Liess Website: www.abramsbooks.com
In this evocative book, marine biologist behind the camera, Christine Figgener, recounts her own life spent studying and protecting sea turtles. Figgener describes patrolling the beach at night, swimming with turtles in the open ocean, and risking her life during tropical storms. Through discovering the fascinating science of sea turtles and the threats they face today, readers will be inspired to live their own lives differently to ensure the survival of these creatures.
Follow Jasper the rabbit and his woodland companions as they enjoy a fun-filled day by the ocean. This book celebrates friendship, curiosity and the joys of childhood. Author: Douglas Berry Website: www.jasper-nfriends.com
Hello Lighthouse
Watch the days and seasons pass as the wind blows, the fog rolls in and icebergs drift by. Outside, there is water all around. Inside, the daily life of a lighthouse keeper and his family unfolds. Step back in time and through the door of this iconic lighthouse.
Author: Sophie Blackall Website: www.hachettebookgroup.com/imprint/ little-brown-books-for-youngreaders
On our radar
Looking for something new to offer? Here are some fresh ideas.
1. GCI Outdoor: Sidekick beach chair, www.gcioutdoor.com; 2. Eangee Home Design: Spiral shell wall decor sea glass, www.shopeangee.com; 3. Xplorer Maps: Cape May sun shirt hoodie, www.xplorermaps.com; 4. Bamboo Source Tropical Decor: Elegant pelican metal and capiz shell statue, www.bamboosourcetropicaldecor.com; 5. Gallery 35: Wildlife bookmarks, www.gallery35me.com; 6. Joseph K: Santa and Mrs. Claus fishing ornament, www.josephk.com; 7. Lotus and Luna: Jade dahlia harem pants, www.lotusandluna.com; 8. Art Studio Co.: Ombré canvas tote bag with soft chenille embroidery, www.artstudiocompany.com; 9. Sawdust City: Personalized wood sign, www.sawdustcitywholesale.com.
Have a product you would like featured? Send a high-res image and description to: katie@breakwallpublishing.com
The Independence Seaport Museum, originally called the Philadelphia Maritime Museum, opened its doors in 1961. The museum highlights the city’s maritime history, featuring the historic U.S.S. Becuna submarine and U.S.S. Olympia cruiser.
The Independence Seaport Museum is a bit of a hidden gem in Philadelphia, overlooking the city’s Delaware River. Public Engagement Manager Andrea Pollock says the museum tells the story of Philadelphia through the lens of the Delaware River.
Since the arrival of a new CEO five years ago, the museum has also prioritized refreshing exhibits and rethinking visitor experience — a strategy that included the 2021 reopening of its gift shop.
Since reopening, Pollock says the store has steadily grown its collection of souvenirs. Guests can find model ship kits, relevant plush, nautical jewelry and more related to the museum. Nautical-themed home decor also impresses visitors, like whimsical sailboat salt-and-pepper shakers.
Helping visitors take home something that pieces together stories seen and experienced in the museum is also a goal for Pollock and her team at the Independence Seaport Museum. “Museums are really important in telling the history of society,” she says. “Being able to connect the products we sell to that mission, to that history, is really special.”
A.T. Storrs Ltd. — www.atstorrs.com 17 American Gift Corp. — www.agiftcorp.com 19
Anju Jewelry — www.anjujewelry.com 53
Art Studio Co. — www.artstudiocompany.com 25
Avery Lane Gifts — www.averylanegifts.com 41
Bali Queen — www.baliqueen.com.................................................21
At Suncoast Surf Shop, community has always been part of the culture. Since opening in 1966, the beachy outpost has served as a neighborhood staple and a hub where generations of locals and visitors come to swap stories.
What began as a small surf shack with sandy floors, founder Joe Nuzzo’s laid-back vision has grown into one of the area’s oldest surf shops. Customers still stop in to talk about buying their first board there decades ago. Newcomers quickly discover the welcoming atmosphere.
“It was one of those hippie surf shops in the ’60s and ’70s where people would just hang out,” says buyer Olivia Tiannoi, who grew up visiting the shop before joining the team in 2021.
years ago, Tiannoi notes that he was the visionary behind this shop and was loved by many people.
WELCOME EVERYONE
Today, the shop continues to give back in small and large ways.
“We love being the shop that people feel comfortable enough to come in and talk and hang out.” — OLIVIA TIANNOI, BUYER AND MANAGER
This sense of connection has carried Suncoast through every chapter of its history.
In 1995, after a fire destroyed the original building, the community rallied around the shop to help rebuild it, eventually creating the two-story store that stands today. While Nuzzo died almost five
SPONSORED BY:
After Hurricane Helene devastated parts of the area, Suncoast reopened once power returned so neighbors could escape the heat and regroup. Staff members placed racks of free clothing outside for anyone who needed essentials.
“We tried to do everything we could,” Tiannoi says.
Winner: Suncoast Surf Shop
Location: Treasure Island, FL
Buyer/Manager: Olivia Tiannoi
welcome
The team works to make surfing and skimboarding accessible to everyone. Used boards and trade-ins help lower the barrier for beginners. Suncoast also partners with Zap Skimboards each year to give away a board to a local child.
Suncoast hosts community film nights where families and friends gather to watch shows on a projector from the parking lot. In December, the shop welcomes locals for its annual Christmas celebration while also raising money for local nonprofits such as Ready for Life and collecting toys for Santa’s Angels.
Nearly 60 years after opening, Suncoast Surf Shop remains the kind of place people gravitate toward to hang out. “We love being that shop,” Tiannoi says.
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.
Manager Olivia Tiannoi and her team make sure everyone feels
at Suncoast Surf Shop, which has surf and beach essentials. Photo: Aaron Lockwood
