Consumers still love their palm trees, seashells and Santa in flip-flops, but coastal Christmas decor is taking on a more sophisticated feel for 2026. Shoppers are embracing everything from refined neutrals and layered textures to brighter colors and playful accents, all while seeking pieces that blend seamlessly with everyday coastal decor and deliver plenty of festive charm.
“We’re seeing a strong shift toward brighter, bolder coastal color palettes,” says Carrie Perkins, owner of The Cottonseed Marketplace about the company’s ornaments. “The overall feel is still elevated coastal, but with more energy and personality.”
A softer side
Traditional red-and-green color schemes have their place, but when it comes to coastal holidays, some customers are favoring warm neutrals and sea-inspired hues.
Bob Harju, owner and CEO of Pumpernickel Press, says customers purchasing coastal stationery and greeting cards are gravitating toward cream, tan, pink, salmon, turquoise, blues and greens to create a warm, nostalgic mood. Instead of relying on bold holiday colors, shoppers are embracing subtle hints of traditional reds and greens incorporated into softer color palettes.
“Tried and true coastal sellers for us are traditional Christmas imagery, wreaths and trees, decorated with naturalistic coastal ornaments, and elegant designs with simple but intricately embossed seashells continue to be favorites,” he says. “Newly introduced designs include detailed embossed seashells, sand dollars and starfish each as a focal point, but with softer or more natural colors.”
Lights and greenery make this customizable lighthouse ornament from Beacon Design a treasured holiday keepsake that commemorates a favorite coastal place.
In the ornament category, David Beaupre, principal of Beacon Design, says seashells remain one of the strongest motifs, while soft coastal palettes featuring teal green, pale yellow and light blue continue to resonate with shoppers. Holiday textiles are following a similar path. According to Colleen Hall, senior vice president of C&F Enterprises, neutral palettes and richly layered textures are driving purchasing decisions.
“Consumers are gravitating toward richly layered fabrics, embroidery, linen blends and dimensional detailing that create a collected, elevated look,” Hall says. “They want their holiday decor to fit with some of their everyday coastal pieces as well.”
She says shoppers are embracing refined coastal styling, with playful pops of color largely confined to smaller accent pieces such as towels and ornaments.
At Cape Shore, Marketing Manager Tara Merrill says the company is seeing a blend of classic holiday themes with relaxed coastal living, with popularity in soft color palettes, including varying shades of blues, sandy neutrals and coastal greens. She adds, “As always, in ornaments, sea glass, driftwood, shells and natural looks are top sellers.”
Merry and bright
Linda Lyznick, designer of Avery Lane Gifts, says broader home decor trends are influencing holiday collections, with darker woods, velvets and richer tones making their way into seasonal products.
She describes the emerging aesthetic as a “Velvet Christmas,” inspired by the timeless style associated with Ralph Lauren interiors.
Blues, whites and champagne gold accents are trending at Kurt S. Adler.
“Everybody always likes snarky and retro Christmas decorations,” she adds.
Although coastal collections traditionally feature lighter hues, Lyznick says bright pastel colors remain popular, particularly in coastal Santa designs.
“On the East Coast, they love the traditional preppy and Ralph Lauren, Martha’s Vineyard kind of Christmas coastal,” she says.
Old World Christmas is also seeing customers embrace brighter color combinations and whimsical sea-inspired themes.
According to Creative Director Melessa Paynter, sea life, shells and nautical icons remain strong performers, while playful sea characters and coral pink accents are bringing fresh energy to the category.
“There is also a noticeable rise in whimsical coastal humor,” Paynter says. “Customers are drawn to lighthearted pieces that make them smile and remind them of their favorite seaside memories.”
Perkins says vivid colors and striking patterns have fueled the popularity of Cottonseed Marketplace’s suncatcher ornaments, which combine bold colors with natural wood textures.
Making Memories Last
For many resort retailers, holiday ornaments have evolved beyond seasonal decor to become year-round keepsakes that preserve memories of special trips and family experiences.
Avery Lane Gifts adds a playful coastal spin to a holiday tea towel.
Merrill notes, “It is important to remember that, whether it’s a seaside holiday tradition, a beloved vacation destination, or a favorite beach memory, products that create an emotional connection are the ones customers take home.”
Karen Sotomura, owner of Joseph K, says retailers should think of ornaments as more of a memento than a holiday item. “Don’t even look at it as a Christmas ornament,” she says. “Look at it as a souvenir item.”
That year-round appeal is echoed by JP Messenkopf, product manager for Kurt S. Adler. “It’s a good idea to keep an all-year-round ornament section as many customers on vacation are looking for that vacation remembrance ornament,” he says.
Perkins agrees, noting that many consumers are creating “family vacation” trees featuring ornaments collected throughout the year.
“Customers aren’t just purchasing an ornament — they’re preserving a memory from a place they love, which gives the product lasting emotional value,” she says.
Storytelling Sells
As coastal holiday assortments continue to evolve, wholesalers, designers and makers agree that presentation is just as important as the products themselves.
Cape Shore ornament is a coastal keepsake.
Harju says coastal retailers can maximize holiday card sales by merchandising assortments together rather than scattering products throughout the store.
Hall recommends decor retailers tell a story through coordinated collections featuring stockings, pillows, tree skirts and table linens that create a cohesive seasonal atmosphere throughout the home.
“The most successful retailers create an experience that blends holiday nostalgia with the unique character of their coastal community,” says Merrill. “We find that having dedicated holiday displays, themed collections, and coordinated product groupings can increase sales.”
