Sponsors
Billabong ▲ +0.015 | PPR ▲ +2.15 | American Apparel ▲ +0.072 | The Buckle ▲ +0.25 | Columbia ▼ -1.54 | Deckers Outdoor ▼ -0.25 | Dicks ▼ -0.65 | Foot Locker ▲ +0.41 | Genesco ▲ +0.33 | Iconix Brand Group ▲ +0.17 | Jarden Corp ▲ +0.11 | Nordstrom ▲ +0.14 | Luxottica ▲ +0.23 | Nike ▼ -0.71 | Pacific Sunwear ▲ +0.14 | Skullcandy ▼ -0.01 | Sport Chalet ▼ -0.03 | Urban Outfitters ▲ +0.14 | VF Corp ▼ -0.40 | Quiksilver ▼ -0.07 | Zumiez ▲ +0.01 | Macys ▼ -0.07 | Tillys ▲ +0.09 |
Ticker Sponsor
Readers Say
I require all our executives to read it
I require all our executives to read it

There is no better publication that I am aware of that is so accurate and on top of any news and developments in our industry. I personally recommend it to many people that want to know and understand more about our industry. For the most part, shop-eat-surf.com gets the stories first. As a matter of fact, I require all the executives in our company to read it.

- By Hezy Shaked, President & CEO, Tilly's
The one, undisputed leader
The one, undisputed leader

It is common knowledge in our industry that there is one undisputed leader in reporting on the topics, businesses and trends that impact all of us the most, and it is shop-eat-surf.com. Their access to those who make our industry happen is second to none, and we value not only the content of their reporting but the editorial thought on what it all means both in the present as well as the future. If we were asked to give a rating, it would be five out of five stars.

- By Craig Levra, CEO, Sport Chalet
New Industry Insight

Shorebreak Hotel as a venue for industry events. Cinematographer Louie Schwartzberg's "Moving Art Retreat" in June at Turtle Bay Resort. Details on Industry Insight.


Tiffany Montgomery
Print This Article

Holiday outlook: McKevlin’s Surf Shop

Tim McKevlin
Tim McKevlin
By Tiffany Montgomery
December 04, 2007 5:17 AM

I finally found a retailer who is optimistic about the holiday shopping season. Tim McKevlin owns McKevlin's Surf Shop in Folly Beach, South Carolina. His father, Dennis, and brother, Ted, opened the shop in 1965.


Tim answered some questions for me about how things are going so far:


Do you think sales will increase at the same pace this holiday season compared to last?

If the first few days after Thanksgiving are any indication, we expect sales to be better than 2006. Although the overall retail forecast is not particularly promising, the surf industry (meaning "real" surf shops) has been somewhat immune or at least protected from mainstream economic trends. We've been here for 42 years, and we've seen this oddity repeat itself many times.


Did you order more or less than last year?

About the same. Holiday is never a huge time for us. December is only our 7th best month!


Were there any brands/categories/trends that did well this fall?

Our most important category is always surfboards. The Channel Islands' Biscuit model and Lost's Round Nose Fish caught fire mid-fall. Both are real floaty, small-wave boards, and we had a super wimpy hurricane season.


Are you betting big on any brands/categories/trends for the holiday season?

For holiday, sales of longboards and smaller mid-ranges typically pick up. The brands that are most affected by this trend, for us, are Bing, Allison, Seasoned, and our own private label. Wetsuits (Rip Curl and O'Neill) and accessories (boots and gloves) are expected to have really healthy sales this time of year.


Articles You Might Have Missed