Sales Amid Beautiful Scenery Trends

in Home Décor and Gifts at Lake and Mountain Stores

By Sara Karnish

Lake and mountain stores aren’t just for tourists. Michaela Copeland, owner of Lake Effect in Meredith, N.H., is just one retailer who said her shop draws visitors and year-round residents alike. As her 900-square-foot shop is situated near both lakes and mountains, Copeland strives to stock inventory reflecting both themes to appeal to a wide customer demographic. “Our home décor is geared toward our location,” she explained. “Images of the surrounding lakes and lake sayings like ‘Go Jump in the Lake’, ‘Lakeaholic’, ‘On Lake Time’, ‘Life is Better at the Lake’, et cetera are extremely popular.” Merchandise with these themes captures a certain state of mind and way of life. One-time visitors want to take home a memento of their stay, and year-round residents want to make it clear why they live near the lakes or mountains full-time. “Our primary demographic is homeowners—usually second homeowners. Tourists visit our shop, but they’re not our main revenue stream,” Copeland explained. Items with a local flair, whether made by an artist or crafter from the community or something that reflects a specific area, sell extremely well.

Shonda Jasper , owner of Jasper’s Emporium in Bayview, Idaho, said her locally-made décor and gift inventory are among the biggest sellers in her 187-square-foot shop. She said she buys from local artists and makes some of her items, adding “the tourists and locals both really like to have something made right here in Bayview.”

Michele Rucci , who co-owns Lake and Pine Co. with her husband Steven in Pewaukee, Wis., said she is noticing an uptick in sales of wood-block signs bearing motivational, inspirational, family-themed, and lake-related sayings. “People are really gravitating toward pieces that remind them of a good memory or things they’ve done outdoors,” she said. “We get locals who live in the same town—many live along the lake and come in to check out the new shop [Lake and Pine Co. opened in early August 2021]. Because we’re right across from a beach, we get more visitors who are coming from Milwaukee to the beach. And we have locals bringing out-of-town visitors [to our community]. We have had people come in from all

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