Since 2011, Southern Spears Surf Shop has been fueling the stoke for surfers in Galveston, Texas. We spoke with owner Jen Johnson to learn how the shop is adapting to the ever-changing surf market.

What do you think is the biggest challenge the surf industry is currently facing? 

Jen Johnson: There are a few things, first is the economy. This has been a tough year. The cost of everything is up, people are spending less. My business is down from last year and down from the year before. Also when brands advertise online 50% off, then customers come into brick-and-mortar shops and try on what was advertised, then buy online. That makes it tough for the little guy and it’s just not fair. It makes carrying their brand less desirable.

How are you adapting to the evolving retail landscape?

Jen Johnson: Building a strong branded Southern Spears Surf Shop identity is now a main priority. This spring will be the first time we will have our own private label apparel. I’ve really started to focus on smaller brands that have similar missions or visions as we do. With many of these big name brands selling out to the big box stores, I just flat out quit carrying them. I want customers to come into my shop and buy something they can’t get at Kohl’s, Sam’s Club, or the corner gas station. I’m stocking more local labels such as Texas Surf Company, Turtle Cove, and Tejasurf.

Are you using any marketing strategies such as events, email campaigns, social media strategies, etc. that are working for your shop? If so, what are they and how do you implement them?

Jen Johnson: I work with two other surf shops in Galveston. We are planning events for the fall and winter. In the past, the three of us have collaborated and have done a “Shop, Sip and Surf” event where if you went to all three and spent a minimum of $25, you got a punch card.  Drop it off at the last shop and you were entered in to win some really awesome stuff. Swag ranged from a Barbie 8’0 surfboard to some skateboards. It was a hit with the locals during the down season. We’ve done it twice and are planning on doing it again. We don’t consider each other competitors, but small business owners.  

I also started a loyalty program recently. If you earn five stars, you get 20% off apparel on the next purchase. Stars don’t expire, so if the customer comes yearly they will be able to redeem it at any time. For the locals, it’s a great deal and it encourages them to shop local and small. 

Social media – wow, it’s a lot. We have a decent presence on Instagram and have recently started posting on Tik Tok. We are a shop of three employees, and we’ve all come out of our comfort zone to promote the shop. Pulling out the comedy, “how to’s,” current Texas surf conditions, daily shop life – we do it all. 

Is it working? Well, the economy dictates sales, not social media. Bottom line, we’re trying. But man, this has been a hard year. We’ve been hit hard by the economy, July 2024 Hurricane Beryl, and then subsequent rains. So now we’re dancing in front of the cameras for social media, hoping for sales.

What new brands or products do you believe retailers should be paying attention to?

Jen Johnson: Honestly, first and foremost I think a surf shop’s own brand. Spring 2025 I’m going to be carrying a local Galveston swim/surfwear brand called Palmeri created by Ashley Arce. The line is made from recycled fabrics and plastics, and I’m excited about it. 

Turtle Cove is another brand that I’m investing more real estate in in my shop. Again, focusing on more local brands rather than the big name labels.

Editor’s note: This interview was produced by Building the Revolution, which is dedicated to preserving surf shop culture.

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