How Shopping Local Is A Commitment To Your Coastline

There's a reason why surfers still want to support independent bricks and mortar shops. It's not because it's easier or cheaper, it's because our culture was born on the backbone of independent retailers, who may be taking their swing at the industry. 

Let's say, you take the time to visit your local surf shop. You pick up a block of wax, maybe a magazine – or maybe you're in dire need of a new wetsuit, it doesn't matter. But where your money goes does.

Buying local and from independent retailers is you investing in your coastline. Shopping on Amazon or its ilk, that cash is gobbled up by corporations, logistics networks, shareholders – there's no direct investment in where you live except you may get it next day and from the comfort of your sofa. 

Community Hubs, Community First

That's the thing about surf shops, they aren't this over-bearing, pretentious, exclusive club. They're a space where nervous beginners can walk in, ask questions and not feel like they're six inches tall. A good surf shop enhances the community, a great one becomes integral to it. 

There's also the figures to support a more circular economy – or the local multiplier effect. Your surf shop owner may purchase a coffee next door, pick up lunch at the restaurant over. The support pays it all forward and keeps it integral to the long-term survival of coastal high streets. Here are the statists around that:

Spending £1 at a Local Surf Shop:
-40-70p stays within the local economy.
-Staff wages support local homes.
-All those profits stay in the coastal area.
-Shops can then sponsor team riders, contests and the like to reinvest back into the community. 

That same pound may also help a shaper out, put on beginner or intermediate coaching sessions, organise a beach clean and retain a town's personality versus the copy and paste alternatives out there with no soul. 

Let's take massive retailers as an example, that same pound;
-Tiny percentage stays local.
-Profits go in someone else's pocket, not the local economy. 
-Zero investment in the local surf community. 

Yeah, you get your product, great! But what of the onwards journey? It's watered and muddy. For larger purchases every £100 that's spent, £68 stays in the local community. There's also shorter supply chains, meaning there's an environmental factor playing a part here too. 

Home From Home

Remember a time before social media? Surf shops were your go-to to talk about anything, that heroic session the other day, the swell coming in, the feel about town. These days, the best local shops curate their culture carefully, choosing which brands to align themselves to and where to hang their hats.

Surfing has never been a transactional past-time where you go, do the thing and forget about it. No. Surfing is a life-long commitment, it is 5am alarms and the thrill of the chase, it is hooting your buddies into waves you know they're not going to make but go anyway – it is not in a warehouse somewhere awaiting a one-click adventure to your door. 

Think of it this way, these retailers sell products. Surf shops build communities. 

Many independent shops now have competitive pricing too – but you get expert advice, proper help with sizing, insane product knowledge, board knowledge and that in-person service that feels great to be a part of. They'll spend 30 minutes with you pouring over that latest John John edit – and not because they have to, but because it's something we all love doing anyway. 

10 Over Surf Shop is proudly independent and local, it always will be. Right now, we're gearing up to open our new flagship store in the heart of Newquay, because we too believe in our coastal community. The easy thing would be to keep the shop online going forward, but that doesn't sit right with us. We want to interact with people and give back -- and we've got dozens of ideas how to do this. Standby for more news about the grand opening, soon. 

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Need some inspiration? Check out 10 Over Surf Shop's surf equipment by going here.