This semester, the Shred The Data team focused on identifying the brands that truly run the surf scene in Wilmington, NC. We collected survey responses from some of the area’s most well-known surf shops, as well as members of the UNCW Surf Club, giving us a strong mix of local and student perspectives. By pulling from both core surf community voices and everyday riders, we aimed to capture a more accurate picture of what’s really happening in the Wilmington surf market.
The results are both fascinating and, in some cases, unexpected. Some brands performed exactly as you’d expect, while others showed surprising levels of loyalty and recognition. Beyond brand rankings, we also explored insights around demographics and sustainability to better understand not just what people are buying, but what they value and how they think about the future of surf culture.
Altogether, this data gives a deeper look into how brand influence actually works at the local level, from what’s popular in shops to what’s respected.
Billabong stood out as the top-selling brand across Wilmington surf shops, leading in both men’s and women’s categories. Its consistent performance on both sides highlights strong brand loyalty and a broad appeal within the local surf community.
Footwear results showed a split between in-store performance and student preference. Surf shops reported a tie between Rainbow and Reef as their top-selling brands, while students overwhelmingly named Vans as their go-to choice.
Sustainability across Wilmington surf shops showed a mixed picture. Many stores carry brands like Patagonia, Outerknown, and Vissla or are making efforts to reduce waste, but others admitted it’s still limited. One shop also noted that while brands promote recycled materials, they often still use excessive plastic in packaging.
Demographic data revealed some interesting contrasts between surf shops and students. Shops reported a primarily male customer base, with most customers falling between the ages of 25–45 and largely made up of locals rather than college students. However, student survey responses showed a 50/50 split between men and women, highlighting a difference between who shops in stores and who makes up the broader surf community.
Hardgood sales across surf shops were heavily centered around surfboards, which appeared consistently as the top product. Supporting items like skateboards, boogie boards, and skimboards were also commonly mentioned, along with accessories such as fins, leashes, wax, and hardware. Overall, the data shows that while surfboards remain the core driver, shops rely on a mix of boards and smaller add-on items to round out their sales depending on the season and customer needs.
