PRODUCT TREND: SOUVENIRS

Hays suggests.

For children, Squire Boone Village, a souvenir manufacturer and supplier of custom print, earth science, candy and jewelry products based in New Albany, Indiana, offers beach stones by the bagful that can connect special stones or trending ones to a region. The faux leather drawstring bags can be customized, and “we calculate how much fills a bag so retailers can price by the bagful instead of spending time weighing or counting individual stones during peak season,” says Communications and Marketing Manager Carrie Rigsby.

Reliable Trinkets

There is still a huge trend toward the tried-and-true souvenir items branded by a seaside retailer that can be collected to showcase multiple vacation venues for one person’s or one family’s lifetime of traveling adventures.

“As a kid, every time I went to the beach, we got a new game to play upon arrival,” Mason-Campbell shares. “Eventually I had a whole collection of coastal games that I’d continue to play after we got home. Keep in mind that some people return frequently and may want to build a collection of a particular item every time they visit. Small, plush toys can work in a similar way.

“And some people aren’t collectors at all, but they want some sort of small proof — a token if you will — that they were there,” Mason-Campbell adds.

“Something small that doesn’t add to the clutter may be the right item for them. Having affordable impulse items is great, too, because it can attract children’s eyes but be affordable enough for a parent to indulge in purchasing.”

Carrying items that range in price in this category is also important, advises Chetan Gupta, Impulse Souvenirs sales manager. Approximately 80% of souvenir retail items are under $20. “They create a need in a marketplace and represent a memory of a special trip,” Gupta says.

A Touringplans.com poll found that a majority of people are willing to spend between $0 and $50 on souvenirs.

Some items that fit into this category are small and useful. Fin Pin Shop creates enamel pins, stickers, accessories and other retail items that often include funny ocean puns that draw shoppers in. Squire Boon Village makes temporary tattoos that are custom created with a retailer’s store logo or tourist destination. For kids, ocean-themed hitchers on twister pops are big hits. They come in nine sea animal shapes that Velcro around nearly anything, but bundling a toy and candy is a winning combination, Rigsby says.

Magnets will always be the No. 1 take-home souvenir, Hays adds. “They are easy to pack, can be found anywhere and are inexpensive,” she says. “Keep your magnets trendy.”

A more recent trend is the revitalization of stickers — hot sellers that should continue this year, Hays emphasizes.

Useful souvenirs are also popular, such as custom bottle openers and bottle opener keychains from Catania Medallic Specialty, Avon Lake, Ohio. The company offers a patented bottle and can buy what they like; they need to buy what sells. And sometimes what sells isn't what we like. It’s all about variety of price points and products.”

Souvenirs help bridge the gap between experience and memory, Carle points out. Rigsby agrees. “Souvenirs conjure up memories of a fun vacation opener called Pop2Now that opens both cans and bottles.

“A retailer needs variety,” says Anton Maratos, director of marketing, Noveltex, Coral Gables, Florida. The company offers a complete collection of customdesigned products specifically for seashore locations. “They need to carry a little bit of everything to capture the needs of every customer. The buyer shouldn’t with friends or family long after the trip is over. Souvenirs are something you can only buy where you are when you are vacationing and having fun. Souvenirs sell for that very reason.

“Nearly every person who travels and goes on vacation will look for a souvenir to take home and commemorate their trip,” she adds. “They’re looking to buy — so have something ready for them!”

STORY

Is it a club or a men’s shop? In many ways, Beach Essentials in Rehoboth Beach is both. We’re talking club in more ways than one. Located in the upscale, gay-friendly second hundred block of Baltimore Avenue right up from the beach, it’s a longtime destination nestled among fine restaurants and boutiques. Customers are greeted with upbeat music pumping from speakers, whimsical decor like kites or paper balloons dripping from the high ceilings, and collections of bold-and-bright apparel.

“You feel the energy and the friendliness, and some of our customers have been coming here so long, we know them all,” says owner Gregory Brown, whose staff calls him the Mayor of Rehoboth Beach.

“We get waves of men who come in, sometimes a dozen at a time, and they are having fun, trying on clothes and showing them off to their friends,” he says.

Brown took over the shop from a previous owner 26 years ago. “It wasn’t a busy store at the time, but we saw the potential for it to become a really good business,” he says. At the time, the double storefront was divided into furniture and men’s apparel. With the introduction of more housewares venues in Rehoboth

Beach and the popularity of Beach Essentials’ clothing, Brown gradually transitioned the inventory to only men’s offerings.

Beach Essentials has evolved into an institution in the community — and beyond. Brown says, “We are known throughout Washington D.C., New York City and Philadelphia.”

A VIBRANT SELLING VIBE

Beach Essentials’ clientele are second (and third) homeowners, and vacationers who return to Rehoboth Beach year after year. They appreciate the scene: nearby Aqua, an open-air bar and restaurant, the top-shelf menu at The Pines and Blue Moon, which is one of the seaside city’s oldest restaurants.

The staff is also seasoned, and that’s by design. Most are retired men, “which I like because they are not here because they need the money,” Brown points out. “They are here because they enjoy the atmosphere.”

Plus, they love to help. “They are wellknown around town,” says Brown, adding that any guest who wants a restaurant or entertainment suggestion has come to the right spot.

At Beach Essentials, it’s all about the vibe — and it inspires buying.

Just ask Brown about the 5- and 8-inch shorts by Postmarc and Steele that he reorders weekly in every bold color

Again, customers often leave with more than one. “I’ve had guys come in with their partners and say, ‘You have and fabric including a fast-selling Tencel with resilient stretch. “They’re flying out the door,” he says.

“I have guys come in here and they will buy 10 pairs of shorts. They have a lot of stretch, they’re attractive, it’s a great material and guys see them when they’re out and ask, ‘Where did you get those shorts?’ and find out, ‘Beach Essentials,’ so we can’t keep them in.”

Swimwear is also a top seller, especially square cuts. The shop also offers bikini briefs and longer board shorts. “In an average year, I may order up to 1,500 to 2,000 swimsuits,” says Brown.

20 swimsuits,’ but, ‘I don’t have this one.’ And many of our clientele will not be seen two days in a row wearing the same swimsuit.”

To accompany the swimwear, Beach Essentials carries towels, flip flops, sunglasses and sunscreens. It’s all about the essentials and luxuries.

And an overall buying theme is the more the merrier — historically the case at this shop. Brown dials back to 20 years ago when he carried clubwear because the local scene was hopping and that’s what customers were after. Business thrives because Beach Essentials evolves with the times and guests’ tastes. Brown says simply, “Guys love the styles we carry.”

Presentation In Every Way

Beach Essentials’ displays guide men through the store in a natural way, offering some dedicated areas for just swimwear or only shorts, along with presentations that pair casual button-downs with styled pants. One wall is all shirts and shorts, and next to it racks of pants and more tops to match.

“Clientele usually start off to the right of the store, and by the door we have dressier shirts and shorts,” says Brown. They move around to the right side with swimwear, underwear, tees and tanks. Accessories complement displays and are housed together.

Namely, the shop sells the famed Shark Tank Mission Belt line. They’re leather, do not have holes and adjust every ¼ inch vs. 1 inch like most belts. “We carry small through XXL, and if you buy a large and lose weight, you can adjust the buckle and cut it down to size,” Brown says. The company also offers mix-and-match buckles for the leather belts so you can design your own combo. “It’s a very big seller.”

The men’s apparel and products inside Beach Essentials are every bit a part of the store’s presentation as the dynamic decor Brown changes — the ceiling “art installation” — year after year.

And staff are walking billboards for Beach Essentials. “My primary buyer Ed Gemoch has been with me for 12 years and his style is impeccable,” Brown raves. Much like Rehoboth Beach with its small downtown feeling and decadent, diverse dining scene, Beach Essentials is a sought-after gem on the coast for fashion forward men. Visiting the shop is like going to see a great friend who really knows you. “That’s exactly what it is,” agrees Brown.

Not a hair out of place. From color scheme to design aesthetic, the Cinnamon Shore Gift Shop in Port Arkansas, Texas, aligns with the vacation community’s thoughtful and understated vibe. It’s about family, gathering, fishing, dining and coastal elegance. The shop does not stray far from the clean-and-crisp Cinnamon Shore brand and color palette.

The master-planned waterfront destination with 300 homes and 1,200 on the way opened in 2006. The shop traditionally offered namedrop shirts and hats, but store manager

Tricia Tinnin took over two years ago and has expanded the inventory selection and store footprint so it is now twice the size. With that comes more for men.

“Men would come in and ask, ‘Do you have a men’s section?’ and we just listened to our customers and what they wanted, adding more of an assortment. It has paid off,” Tinnin says. Specifically, products for guys have increased from 10 percent of the inventory in 2021 to about 20 percent. “We definitely added a lot of SKUs, and we have more coming.”

The Cinnamon Shore Way

Tinnin’s goal was to make Cinnamon Shore Gift Shop a destination for vacation renters. The quest began with a signature beachfront graphic in the community’s four colors: navy, coral,

“Men would come in and ask, ‘Do you have men’s section?’ and we just listened to our customers and what they wanted, adding more of an assortment. It has paid off.”

— TRICIA TINNIN

mint and white. The umbrella logo with text is stamped on T-shirts, shorts, hats and visors along with drinkware and accessories like canvas bags.

“We tried to stick to mostly branded merchandise, but branched out into cover-ups and fishing shirts,” Tinnin says.

The shop added polo shirts, a request from men frequenting the shop. The same goes for button-down shirts in linen — long and short sleeve. “Occasionally, a man will come in and say, ‘I have a Zoom call, do you have any collared shirts?’ so we have a small selection that they can also wear to a nice restaurant,” Tinnin says.

Another new addition for men is performance shirts and long-sleeve options, so they can wear a bit of Cinnamon Shore and stay comfortable year-round. Men also go for the shop’s quarter-zip tops, puffer vests, hoodies and hats, mostly with the community logo.

“Because we are such a big fishing community, they take their polarized sunglasses seriously,” Tinnin adds of brands like Costa Del Mar.

While the shop has always carried a wide selection of caps, men were asking for flat-billed hats so they could easily wear sunglasses, too. “We listen to them and what they want,” Tinnin says of buying for men — or any guest, for that matter.

An expanded swim trunk and tank top section gives men choices and is a quick fix when they realize they left an essential at home. (The same is true for the new collection of flip-flops.) Cinnamon Shore pushes the brand boundaries on swim trunks and carries playful repeat prints like a marlin, palm tree, anchor and nautical themed stripes.

Multi-performance shirts and shorts give men the option to wear them to the beach, golf course and out to dinner. “For prints, we stay within our coastal colors and prints,” says Tinnin.

Room To Grow

A larger space makes room for more merchandise, in general. “A lot of guests are repeat renters and owners so they will be excited about the new layout,” Tinnin says.

Of course, they know to expect a natural, coastal look with white and navy accents, jute rugs and displays of signature tees. “We slat-walled the entire place to make room for hang rails and shelves,” says Tinnin. “It’s like a game of Tetris trying to figure out where everything should go when you get something new, but that’s the fun part.” en come in and want to buy something for the whole family — the kids, dad, grandpa. They don’t leave the men out of their purchasing.”

Cinnamon Shore Gift Shop is basically arranged in departments with a men’s area, kid’s zone and women’s space. Essentials and nice-to-haves from sunscreen and card sets are easy to pick up on counter and table displays.

It’s not just the men cruising the growing selection of products for guys, Tinnin adds. Bringing in more men’s items is a benefit for women, too. “Wom-

As the shop evolves and becomes the destination Tinnin has in mind, she’ll continue to buy with the beachy, muted look in mind. “There are many cool brands we’d like to buy, but they don’t fit into our color palette or the needs of our customers, so we try to be real picky and stick to what we know will work for us,” she says.

Looking ahead, Tinnin is excited about unveiling new apparel and products to all guests who seek solace and family time at Cinnamon Shore. The selection offered gives customers a way to take the tradition home. As she says, “It’s about sticking to your aesthetic and knowing what your guests will want.”

STORY

There’s the Type 1 guy buyer who enters Randy’s Florida Keys Gift Co. in Key Largo, Florida, to buy a hat or find gifts for the family back at home since he’s been fishing with his buddies. “One is intentional,” says Lisa Althouse, co-owner.

Then there’s the Type 2 man who is with his wife shopping. “He stumbles across a cool Hawaiian shirt, and it’s not something he needs but he can’t leave without it,” she says.

The mix of men’s merchandise at the shop — widely known as Randy’s — includes eclectic gourmet foods, fitted and relaxed T-shirts, cabana sets, versatile moisture-wicking volley shorts, the classic Hawaiian button-downs, body products and even ukuleles, steel drums and mandolins.

“We bring something fresh to the table,” says Althouse. Randy Althouse opened the first Key Largo location in 1992, eventually moving to a new storefront. In 2013, he started Good Day on a Happy Planet in Key West.

Randy’s is really a beach lifestyle store. The eclectic yet carefully selected products differentiate the shop from others selling souvenirs and namedrop tees. “We offer nicer designs,” Althouse points out.

Plus, there’s a relaxed, welcoming vibe. “We put a steel drum by the front door so many of the men can’t resist playing it,” she adds. “And we carry kitschy, funny stuff, too.” She points to a popular T-shirt that says, “Your bait sucks and your boat is ugly.” And speaking to The Keys, another reads, “Living the Dream.”

As for the men, they can shop dedicated areas to find apparel, hats and extras but products that appeal to guys are all over the store. Men’s wares consume about 25 percent of the inventory, and that has grown in the last several years.

From Beach To Boat To Table

Originally when Randy’s opened, the store carried a large selection of men’s shirts priced in the $120 range — tops that transitioned from the golf course to dinner out. But a demographic shift in the male customer base over the years called for a different buying strategy.

“The newer generation moved away from that, and now we are carrying them for $40 and they are just as nice,” Althouse says. “We really hunt the market to find the best brands and I don’t cut on quality. I want to sell people their favorite shirt, their favorite hat.” to out to dinner,” Althouse says.

Miami-based Wave Life “has a vibe for South Florida,” so Randy’s carries their shorts. Vintage Summer is a New Jersey line, “and they have an idea of what really sells on the beach, so their designs are awesome,” says Althouse. They offer cabana sets for guys consisting of matching swim trunks and Hawaiian shirts.

Women shop the men’s clothing section of the shop. “But, generally, men pick out their own hats,” she quips.

The ladies also pick up gifts for their sons and other men in their life. “They know the T-shirts they want — the younger, slim-fit Euro styles.”

Guy Stuff That Sells

Fun foods sell well to guys who cruise through Randy’s. “The men like our local honey that has been harvested

Randy’s also offers UPF Hawaiian shirts you can wear in the water because of the moisture-wicking fabric. “And it matches the volley shorts,” which are versatile and go from beach to boat to bar. “They can wear them on the water from Key West up to Ocean Reef during summer, fall and spring by Pirate Hat Apiary,” says Althouse.

Then there’s Buck’s Naked lowsodium seasonings created by a local chef. “His seasonings use a freeze-dried vinegar to give them a punch,” she describes. So if you’ve ever tried boring, low-salt flavors, Randy’s offers a zesty alternative.

Men are drawn to the home decor section, too. Mainly, they dig the doormats made from repurposed lobster traps from a local artisan.

Unisex skincare products without the heavy floral notes, appeal to the guys. One is Naples Soap Co., which makes organic skin and body products geared toward sensitive skin. Another is Caribbean Sol. Randy’s also carries men’s and unisex fragrances by Inis, which makes clean and light scents reminiscent of the sea.

When sourcing brands for gifts, decor, bath and body or apparel, Althouse takes care to restock favorites and mix it up for repeat shoppers. “We carry classics that are on our racks all the time, but we’re constantly bringing in something new for that customer who returns every year.”

Hooking The Men

Let’s face it. The way women and men shop is like Venus and Mars. And the guys are much less likely to dig deep into racks and cover every square inch of the inventory. “We do not bury men’s items in the back of the store,” Althouse says. “Women will go hunt, but men won’t. They get to a point where they’ll do a turnaround if they don’t see what they are looking for.”

So, there’s the steel drum or another instrument at the entrance toward the front of the shop. Next comes clusters of products: tank tops, SPF shirts “because it’s all about being in the water,” a bright splash of Hawaiian shirts with shorts, and then displays of gourmet goodies and body products. Then there are al- ways the rack of hats that are easy sellers for the guys.

Because of the variety and selection of gifts, clothing and essentials you might forget when you pack — yes, we’re talking about the swim trunks — Randy’s is a place to be whether you’re that Type 1 or Type 2 guy shopper. Don’t forget to play the drum.

MARCH 10-14

Minneapolis Mart Home & Gift Show

MARCH

March 1-3

Atlanta Spring Gift, Accessories & Holiday Market Atlanta www.americasmart.com

March 5-6

Cape Cod & Islands Gift Show Falmouth, Massachusetts www.ccgiftshow.com

March 5-6

Retailers Market Place Grand Rapids, Michigan www.retailersmp.com

March 5-7

Chicago Collective Women’s Edition

Chicago www.chicagocollective womens.com

March 6-9

CMC LA Market Week Los Angeles www.californiamarketcenter. com/lamarketweek

March 7-11

Natural Products Expo West Anaheim, California www.expowest.com