Selling Coastal Gifts at Maritime Museum Shops

By Karen Appold

When visiting the gift shop at a maritime museum, a sea-themed gift is a likely purchase. So what’s topping gift lists these days?

For Gloria Stern , museum store manager II at Split Rock Lighthouse Historic Site in Two Harbors, Minn., branded clothing including sweatshirts, T-shirts, and socks are top sellers. “Anything containing a lighthouse image is popular,” she said. Because it tends to get colder by Lake Superior, even down to 40 degrees on a summer’s day, some visitors purchase sweatshirts out of necessity.

Split Rock Lighthouse figurines and water globes are the shop’s second top sellers, followed by magnets and ornaments which come in a variety of views, types, and price ranges, Stern said.

Francoise Boardman , manager of the North Carolina Maritime Museum at Beaufort in Beaufort, N.C., reported that in the jewelry category, Sand-Sea & Sun’s recycled sea glass earrings and Sea Lily’s mother of pearl items sell well. “These are creations of the sea and are unique to the area,” she said. “The colors and designs are bright and easy to coordinate; they can be dressed up or down,” she said.

The Beaufort museum is the repository for artifacts from Blackbeard the Pirate’s flagship, “The Queen Anne’s Revenge,” so the 560-square-foot shop sells a lot of items relating to its large exhibit area. Piratethemed merchandise is its number one seller in the souvenir and toy categories, Boardman said. Pirate flags from Flappin’ Flags featuring Blackbeard’s flag also fly off the shelves. The shop garners $180,000 annually.

Michelle Porter , buyer and event coordinator at the Connecticut River Museum in Essex, Conn., said that when it comes to apparel, 100% cotton branded caps and six-paneled Adams hats with adjustable leather straps sell well. Both contain the museum’s logo, which features a seagull and water waves, and the museum’s name. She said they are top sellers because they’re quality, branded items with lots of colors to choose from.

School of Fish Glassware has done well in the home décor category for Porter. “These charmingly nautical stemless or with stem wine glasses feature an etched school of fish with one of the fish swimming in the opposite direction,” Porter said.

Hand-knotted wreaths made from reclaimed fisherman’s rope have been a huge hit for Victor Oliveira , director of merchandising at the Peabody Essex Museum in Salem, Mass. Produced by All For Knot Rope Weaving Inc. in Nova Scotia, traditional wreaths are popular as well as custom made ones for special occasions such as Halloween, Pride month, and the December holidays. “When walking down the streets in Salem, a lot of people have flower wreaths on their doors,” he said. “Wreaths aren’t just a holiday thing.” Oliveira said they’re also appealing because Salem is a coastal community and it’s a unisex item.

Another best-seller for Oliveira is a T-shirt produced by Headline Shirts that depicts a ship being attacked by a giant squid. “It’s a quirky and surprising item,” he said. “The theme of sea monsters and mythology is really big, and it appeals to both men and women.”

The “In American Waters” exhibition catalogue, featuring large colorful photos and historical text about a recent exhibit of paintings and objects, has also flown off the shelves, Oliveira said.

Top Tips to Sell More Gifts

Stern follows several tried-and-true strategies in order to sell more gifts. They include having products prominently displayed so guests can see them as they enter the store, having adequate stock on the sales floor so guests can easily find what they’re looking for, and offering a variety of price points for merchandise. “Make sure the store is tidy and clean,” she added, “and have knowledgeable staff who are ready to tell a product’s story.”

More than ever, people need laughter in their lives, said Porter. A line of whimsical greeting cards is located at the front of the shop. “I want customers to relax, enjoy the shopping experience, and ultimately share that laughter with them,” she said.

Boardman does a lot of cross-merchandising using different themes, such as pirates, boat building, conservation, and sea animals, using books, gifts, and souvenirs all in the same theme. “We always have a feature table at the store’s entrance that focuses on what’s happening in the museum or in the area,” she said.

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