It may be the middle of summer, but for vacationers who only get to shop at their favorite coastal stores once a year, stocking up on holiday goods is not out of the question. In fact, it’s totally in-season. The more coastal themed, destination-specific and personalizable, the better.
Karen Sotomura, president of Joseph K. & Co., started her business in the early 1980s to help meet what she discovered was an unfulfilled demand for Hawaiian Christmas ornaments in local Hawaiian stores. The business quickly grew and the ornaments are now staples for many mainland resort and gift buyers. Gift shops also have the ability to personalize the ornaments with family names for their customers.
Kurt S. Adler’s Palm Royale line evokes retro coastal vibes.
Joseph K. & Co. also operates year-round stores on the islands, including Waikiki Christmas stores at the Moana Surfrider Hotel and at the Hilton Hawaiian Village and Resort.
And through all those decades in business, there are some things that don’t seem to change. “I still see an interest in items that can be personalized or name dropped with the town location,” Sotomura says. “Tourists buy when they are in town. No matter what time of year, they buy ornaments on impulse.”
Her advice to coastal retailers looking to capitalize on the Christmas craze is to “stock and display the ornaments all year round and heavier from July and until December. Remember, resort ornaments are souvenirs and sell all year round.”
Variety is also good. “An assortment of materials add interest for the coastal ornament selection like colorful resin ornaments, glass because it has a higher perceived value, sea glass, wood, and seashells or ornaments with shells on them.”
And there is certainly no shortage of options for coastal retailers interested in carrying a well-curated assortment of holiday ornaments and decor.
New introductions
Kurt S. Adler Inc. introduces approximately 7,000 SKUs of holiday decor and ornaments annually, with 30% of its assortment being new each year, including several that are popular on the coast.
The Palm Royale collection draws inspiration from the Apple TV+ series of the same name, which has helped spark a renewed interest in Palm Beach-style design. The ornaments feature a 1960s-inspired color palette of pink, blue and green and include acrylic flamingos, mirrored pink champagne bottles, a retro pink Volkswagen, glass beach ball sets and a Santa in a pink convertible.
“We wanted to refresh the beach theme and introduce some Palm Beach vibes,” says Michael Adler, account manager.
The Luminosity line also draws seaside appeal with its bright colors that glow in the dark. Made from a mix of glass, resin and plastic, the ornaments include a variety of shapes — ranging from traditional holiday icons to animals, including sea life and trend-focused designs.
“They glow in the dark, which really pops with color and is a great way to stand out,” Adler said. “It’s a literal head turner and talking point for anyone walking around our showrooms.”
JP Messenkopf, Kurt S. Adler general manager, adds that the company has also introduced a new grouping of electroplated ornaments. “These pieces feature a unique, shiny rainbow hue finish that brings a fresh, eye-catching twist to traditional coastal themes.”
He agrees that it is important to offer a wide variety of ornaments to meet diverse tastes, and to also prioritize iconic local imagery.
“The more personal and place-specific the ornament, the stronger the emotional connection — and the higher the likelihood of a sale,” he says.
Fancy That Gift & Decor has broadened its holiday offerings in recent years. “It's a niche category that you have to develop and curate, and bigger importers don’t have the time to do it. It’s a successful category for us,” Owner Carmen Mendelson says.
She sees a trend in holiday coastal decor in adding the little extras like the company’s flamingo with palm tree and LED lights.
“It’s all about the little extras you can give a product. Whether it’s an LED light-up function, or a spinning element, everyone is looking for some added function,” she says.
7th and Palm’s bestselling holiday products are its holiday boxed card sets followed by its ornaments with sea turtles and palm tree artwork. Crabs and other sea life are also popular, according to Andrea Smith, owner, artist and designer. “Most shops like to customize the ornaments since coastal areas get a lot of tourists buying ornaments year-round,” she adds.
This year 7th and Palm is introducing premium gift bags, gift tags, and holiday mini card boxes, all made in the USA.
Natural looks
In addition to sea themes, ornaments featuring and including sea elements can add appeal.
Decorated seashells and beachy gnomes are popular coastal ornament themes for Cape Shore.
“As always, in ornaments, we are seeing a lot of sea glass, driftwood, shells and very natural looks trending,” observes Tara Merrill, marketing manager, Cape Shore. “We are also seeing an increase in both the nautical and fisherman aesthetics. Cape Shore launches its 2026 line at Surf Expo in September, and we have added several items that highlight both of these looks.”
The company has also added new designs to its top-selling sea glass, driftwood and shells collection in 2025 including two picture frame ornaments that have been very popular, she adds. “We also added a few gingerbread-themed ornaments for the 2025 season, and they have quickly become top sellers.”
Seashells with holiday themes are all the rage in coastal destinations, according to Lea Barkley, owner of DogFish Design 13.
“We love vintage Santa faces on hanging shells and even have some nutcrackers that sparkle,” the wholesaler says.
DogFish Design 13 created its entire Christmas line for a boutique in south Florida.
“They came to us a few years ago and said there was a hole in the market, and they wanted to give us the opportunity to fill their needs for coastal Christmas items,” she shares.
The Cottonseed Marketplace is another company seeing a continued shift back to nature but with subtle maritime references, according to Co-owner Carrie Perkins. The company recently launched a new line of nautical souvenirs for inland lakes and northern coasts.
“There is a huge community that doesn’t relate to palm tree and mangrove designs,” she explains. “We set out to redesign our most popular products to fill the nautical/maritime need — solid wood magnets and sand keepsake ornaments.”
Creating connections
Christine Duong, marketing associate for Beacon Design says there’s been a strong move toward custom namedrop designs and an increasing demand for products that are made in America. All of Beacon Design’s ornaments are designed and manufactured in Lincoln, Rhode Island.
“For our 2025 collection, we introduced a Holiday Lighthouse Namedrop ornament — an exciting variation of our top-selling Holiday Lighthouse design,” says Duong. “This new piece offers retailers the opportunity to customize the ornament for their specific location, allowing them to better connect with customers looking for meaningful, location-based holiday keepsakes.”
Neal Applefeld, president and CEO of Old World Christmas, says nautical holiday themes are steady and gaining traction.
He says, “Our hand-blown glass beach ornaments embrace a relaxed, sun-soaked nostalgia — featuring beachy beverages, collectible shells, seaside escapes and playful maritime icons that capture the carefree spirit of the coast and keep fond memories alive all year.”
Introductions like The Beach Boys Surfin’ Woody, and suitcases from Miami and Orlando are created with the intention of “capturing the simple items and places that trigger memories and make our ornaments a conversation every year around the tree,” says Applefeld.
He says the trend has shifted toward more detailed, story-driven designs that capture the spirit and uniqueness of a destination. “People want ornaments that do more than just say where they went — they want ornaments that reflect the experience and help keep the memories alive. Whether it’s a city skyline, a local delicacy, or a regional wildlife piece, souvenirs that feel authentic and nostalgic are gaining traction.”
