Don’t let your local surf shop fall off the map. Photo: Shutterstock
Surf shops are an important part of the culture. When surf culture first started, your local shop was the only place to get the latest information and meet up with similar minded people. Today, they serve as places for socializing, a place to pick up new equipment, and if you’re lucky, even sponsors. But the independent shops are facing extinction. Big box competitors, rising overhead costs, and a general move to the Internet for shopping has put a lot of these local gems out of business. But you can help save your local shop before it’s too late.
1. Participate in the Community
Surf shops aren’t just places to stock up on supplies. They are pillars of the local surf community. All of the culture, the uniqueness, and the camaraderie of the sport can be found in your local surf shop.
Want to talk about local spots because you’re new in town or visiting? The staff in the local surf shop can do that. Want to find a surf team to be a part of? You can probably find them there, too. Just want to hang out when it’s crappy outside and talk shop with someone who actually knows what they’re doing? They’re there for that, too.
2. Rep for Them
If you love your local surf shop, spread the word about them. If someone asks you where to get wax, send them to your shop. If an out-of-towner is visiting, take them into your shop. Follow your local shop on Instagram, Twitter, and Facebook. Most shops have stickers, gear, and other branded merchandise you can rock so when you’re not talking about your shop, you can still rep them.
And if you want to make the relationship more official, considering asking your local surf shop to sponsor you. Many sponsor local riders in local or regional contests. In return for spreading the word about the shop, you can receive free merchandise, services, and cash.
3. Shop There
Oh, and while you’re there, don’t forget to spend some cash. Online shopping and big box chains have changed the way we do business across all sorts of industries. But there are some things you just can’t buy online. A wetsuit is a good example. And big box stores don’t always have the most qualified staff on hand. In your local surf shop, you’re probably dealing with someone who not only surfs but surfs in the same area as you do. They know what they’re doing and can help get you set up.
If you’re a regular, you can even influence the stock your local shop carries. If they don’t carry something you want, ask. Shops often happy to order whatever they know you’ll buy. Plenty of shops take note of what the locals are wearing and using when they’re doing their ordering. That’s not always the case with the chain stores, who stock what the corporate offices authorize them to stock. Independent shops have more leeway.
Between overhead and product margins, sometimes it’s hard for the local surf shop to compete with some other sources of surf equipment in terms of pricing. But if the price difference is negligible, go with the local source. All of the other cool stuff they bring to the community makes up for a couple of dollars or two difference.
