A mix of popular decor styles with some ageless coastal elements always sell for seaside retailers.
Just like waves roll in and out along sandy shores, home decor trends go in and out of style over time. Bold, vibrant colors may have a moment one year, and then neutral color tones are trending the next year.
And even from region to region, home decor preferences may differ — coastal farmhouse styles may be trending in one area, while coastal grandma styles are popular in another part of the country.
For success in the home decor category, seaside retailers might want to offer both a mix of trendy pieces as well as timeless classics — with all decor pieces featuring a bit of coastal flair.
Distinctive decorWhether people are decorating their vacation home on the beach or bringing coastal decor back to their home inland to remind them of the sea, people often gravitate toward one-of-a-kind art and decor that will make their home stand out.
 Coastal Cottage mixes its sea-focused decor in its displays to inspire customers on ways to bring coastal themes into their homes. Mark Sokolowski of Dreamway Trading LLC dba Zeckos, a vendor specializing in home decor, shares that people gravitate toward original and functional home decor. And in uncertain economic times, he says affordability is also important.
“Offering unique, functional decor pieces at good price points is a good start,” he says.
Kelly Knight, owner of Sumthin Beachie in Carolina Beach, North Carolina, says she has noticed more customers wanting to decorate with locally themed art. She says her customers love her shop’s paintings of some iconic landmarks and spots in town, such as a painting of the popular Britt’s Donut Shop or spots on the beach.
“They want to feel part of the community,” she explains.
To make the artwork even more tailored to customers’ needs, Sumthin Beachie can provide a variety of sizes so that no matter the space, people are able to decorate their home with a painting or picture they love.
“We really try to carry various sizes of artwork,” says Knight. “When people move to the beach, there’s not a lot of places that offer custom sizes on artwork. I want to have fun and help people decorate their living room. That’s my goal — to help customers decorate their place so you feel like you’re really at the coast. When their family comes to visit, they know they’re in Carolina Beach.”
Adding to the ambianceIn addition to offering imagery that speaks to the sea, coastal scents can also help customers set the mood of a coastal space.
Emily Mills, who co-owns Coastal Cottage in Southport, North Carolina, along with her mother Dina Rousset, says candles are always big with customers.
“We added a new line of candles in collaboration with a local candlemaker that honors nearby towns. Those have been a huge hit,” she says.
Mills explains that Coastal Cottage collaborated with the candlemaker to make sure scents matched the names of the communities they would represent. Candles in the line include Southport Sunset, Oak Island Breeze and St. James Harbor.
“We’ve noticed this is popular with both tourists and locals,” she says, noting that these candles make for great decor in beach homes and as gifts for loved ones alike.
Back to basicsLess can be more when it comes to home decor. Jade Werth, national sales manager at Mill Wood Art, says she’s noticed a shift toward simplicity with home decor.
“We have noticed that artwork with name drops, sayings or text have been slowing for us, and there has been a significant uptick in general coastal artwork with no words or text,” she says.
Knight says people seem to be scaling back with their home decor a little — instead of splashy displays, people want a simpler look with a single statement piece that pops.
“Minimal can be having a plain bedspread that you pop with a statement pillow or rug,” she explains. “It’s a clean, coastal look.”
Natural-feeling materials are also big with home decor lately.
“We’ve seen natural materials stand out in the market in the past year,” says Lauren Brekke, chief product officer at Mud Pie. “Also oyster shells are having a moment right now, and we’ve introduced a wide variety of products with an oyster motif that is really special. We utilize a lot of real oyster shells in our designs and find that any figural ceramics with an oyster shape tend to sell well.”
Kathy Kuo, the founder and CEO of Kathy Kuo Home, has also noticed that natural materials like “wicker, cane, rattan, reclaimed wood and natural stone” are seeing a resurgence.
 Kathy Kuo has found that the classic blue-and-white motif is a timeless theme for coastal retailers. Kuo is an interior designer and TV personality with an eye for coastal decor. She says, “I love a modern organic spin on the coastal look that really lets the gorgeous nature-inspired elements speak for themselves. Think driftwood furniture, woven rattan storage baskets and decorative elements crafted from stone, shell and seagrasses.”
Casey Smith, owner of One Amazing Find in Tarpon Springs, Florida, says natural tones have been big for her shop, such as whites, tans, browns and black.
“Cane has been making a comeback too, showing up in picture frames, candlesticks, and little details that add just the right texture,” Smith explains. “Pair it all with a linen runner and some cotton napkins for a look that feels cozy, effortless and pulled together.”
Ageless elementsSome coastal decor themes never seem to go away. Werth notes that crabs, sea turtles and mermaids will never go out of style for seaside retailers looking to sell decor.
“You can never escape ocean color sand tones,” adds Carmen Mendelson, owner of Fancy That Gift & Decor.
Navy-and-white is another popular color scheme for coastal decor, and Kuo says she doesn’t think that will ever fade in popularity.
“I’m a firm believer that you can translate just about any color palette to any design style, but I have to admit that you really can’t go wrong with a classic blue-and-white motif for a coastal home,” Kuo shares. “Don’t be afraid to mix and match different shades of blue — navy, cobalt, sky — and a variety of warm neutrals — sand, taupe, beige — along with true white.”
While it’s good to pay attention to changing trends and carry some of what’s in vogue, Kuo says seaside retailers should always have “timeless rather than trendy” decorative pieces and not get too swept up in viral decor trends.
“Pieces that are really going to make a space feel like a safe, loving and nurturing home are going to be the well-designed, beautifully made and versatile anchor pieces that are meant to stand the test of time,” she says. “My advice to any retailer in the home space is to focus on artisan-quality pieces that are sustainably made and that feature timeless silhouettes and design details.”
Showcase for successStore displays are critical when it comes to the home decor category, as they can help customers envision what these products might look like in their own home.
 Sumthin Beachie shows off some cozy pillows, a candle and coastal name-drop artwork to its customers. For eye-catching decor displays, Mendelson of Fancy That suggests seaside retailers feature a variety of materials in their displays.
“Mix up your displays with different materials,” she says. “Resin looks more elevated when it’s mixed with natural weaved materials, glass and metal.”
Brekke of Mud Pie adds that mixing materials in decor displays adds warmth, texture and interest.
“Opt for a display that incorporates glass, white ceramics, wooden boards and woven trays,” she suggests. “Having this variety creates visual interest and attracts customers to that particular display.”
Mixing and matching different materials within displays can help to keep customers browsing longer as well. “Having a large space, I really want to make the most of it,” shares Smith of One Amazing Find. “I want to create an experience where folks can take their time, mosey around and just enjoy being here. We mix a lot of different products into our displays, and we’re very nontraditional in that sense. Sometimes it doesn’t totally make sense at first, but then it just comes together and tells a beautiful story that’s fun to shop.”
Frequently swapping out displays and updating the home decor category with new merchandise has also helped retailers like One Amazing Find to keep customers regularly coming back. Smith says she’s trying to add new products to her shop almost every day.
“That’s something we pride ourselves on,” she says. “If you come in on Saturday, there will be new items on the floor. There’s always new things coming.”
Smith adds that she takes some inspiration for products from her vendor sales reps.
“Developing those relationships is so important,” she says. “Your reps can help guide you. They have the experience, and it matters to them that you succeed. They really can be an incredible resource.”
Knight says she’s also frequently updating her home decor merchandise at Sumthin Beachie to keep things fresh and exciting for customers. She says local customers help give her ideas for products to stock.
“I listen to the locals,” she shares. “They give phenomenal feedback. That local feedback is key.”
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