A survey conducted by UNC-Wilmington Communication Studies students reveals the most popular surf brands among retailers, while also highlighting shifting consumer trends and growing industry conversations shaping Wilmington’s surf retail community.
In a coastal city where surf culture plays a central role in both lifestyle and local business, these findings provide insight into how brands and consumer expectations are evolving.
KEY FINDINGS
- Billabong ranked as the most popular brand among both male and female consumers.
- Quiksilver and Roxy followed as top secondary brands.
- Brand preferences showed slight variation by gender.
- Respondents expressed concerns regarding sustainability practices within surf brands.
Participating surf shops include Runyon Surfboards, Aussie Island Surf Shop, Hot Wax Surf Shop, 50 South Surf Shop, Sweetwater Surf Shop, 17th Street Surf Shop, Permanent Vacation, RECON SURF, Surf City Surf Shop, and more TBD.
This survey provides a snapshot of Wilmington’s surf retail landscape, highlighting both consistent brand loyalty and emerging shifts in consumer sustainability awareness. As the industry continues to evolve, these insights offer valuable perspectives for both retailers and consumers moving forward.