Surf Shop Day is the day to celebrate the independent retailers that helped build and continue to maintain the surf industry. These surf shops are where so many of us found our surf stoke – the euphoric smell of surf wax, neoprene wetsuits, and resin curing from a fresh batch of surfboards.

Surf Shop Day will celebrate the heart and soul of our business and what it means to our industry and its growth, from the hardworking owners to the enthusiastic sales staff, to the relentless sales reps who keep the machine of stoke going for customers.

Let’s shine a light on surf shops in all communities, recognise those who have been there from the early days and throw sunlight on the new ones bringing fresh ideas and enthusiasm to make the in-person, brick-and-mortar experience more exciting.

Retailers and brands are encouraged to find their own way of celebrating Surf Shop Day to bring positive attention to our culture, sport, and industry.

To help stoke the imagination, the Surf Industry Members Association (SIMA) has passed along a few fun suggestions on what shops, brands, reps, and industry members can do on this day of commemorating the heart and soul of the surf industry.

WHEN: Saturday, May 21, 2022

WHERE: All independent surf shops and surf brands across Australia and around the world are invited to join in this campaign and celebration!

WHY: Surf Shop Day will be a great tool to drive customers into surf shops across the country, creating awareness for the shops and products, and generate sales right before the busy summer months. A rising tide floats all surfboards.

● Use these hashtags to amplify the story with your posts #surfindustry #surfshopday #sbiasurfshopday #aussurfshopday
● Tag @surf_industry, @surfshopday and on your posts

● Included are images that can easily be used to build out your own campaign or just use ours

HOW TO CELEBRATE / ACTIVATE SURF SHOP DAY: Surf Shop Day is organised by the Surf Industry Members Association and SBIA is stoked to be able to bring this initiative to Australia. Whether you’re a surf shop, surf brand, rep, pro surfer, or consumer, here are some suggestions on what you can do to participate and activate on Surf Shop Day…

● Move shop branded products to the front and centre of the store to highlight and market your property
● Release a new surf shop t-shirt
● Invite a local musician to play in the story
● Hold a pro surfer appearance/signing/Instagram selfie session
● Partner with brands on co-branded products
● Encourage reps to visit and help on the sales floor
● Offer promotions or giveaways for customers who visit the store that day
● Promote heavily on social media to drive customers to the store that day
● Host a surf video watch-party
● Provide free coffee to first 50 customers in store that day or hold a free sausage sizzle
● Have staff drop off flyer at the local beach parking lot that week, encouraging customers to come by store that day
● Hold a surf contest at the local beach that day
● Set up a shop-branded step and repeat for customers to take selfies in front of – offer giveaways to best social media post

Here are some suggested social media posts (please cut and paste these or come up with something more clever or relevant to your own market and local shops):

Come by the shop Saturday – we’ve got some exciting things going for #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Going surfing this weekend? Don’t forget some new wax, sunscreen, or a new board! Swing by Saturday. We’ve got it for you. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

You know you want a new board. Swing by Saturday. It’s Surf Shop Day! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

We haven’t seen you in the shop lately. Come on by Saturday to help us celebrate Surf Shop Day! You’ll thank us afterward. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

It’s Surf Shop Day! Come on by the shop today. We’ve got some freebies for the first 100 customers just to say thanks. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Come to the shop today. Really. Please. Come. We’d like to see you. We’re begging … #surfshopday #surfindustry

● Release special offerings exclusively at surf shops for that day
● Offer co-branded products with surf shops
● Encourage reps to visit surf shops, help on sales floor for the day, or run clinics with staff
● Get local pros to do in-store appearances or morning surfs with shop staff, customers
● Promote giveaways through social media, encouraging fans to take selfies at surf shops, or selfies of them buying the brand’s products at surf shops
● Host a video-watch party that day
● Host a pro exhibition or pro surf session with shop at local beach
● Encourage sponsored pros to highlight their local/favourite surf shop on social media

Here are some suggested social media posts (please cut and paste these or come up with something more cleaver or relevant to your own market and local shops):

If you’re going surfing Saturday, don’t forget to drop by your local surf shop. It’s Surf Shop Day! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Saturdays are for surfing – stop by your local surf shop on Saturday and say hello, thanks, or maybe buy a new board. It’s Surf Shop Day! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Weekend plans? Hit the local surf shop – it’s Surf Shop Day! You’ll definitely find something you want, and you might find something you just have to buy! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Hitting the beach today? Stop by your local surf shop and to stock up with all your needs. It’s Surf Shop Day! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Going surfing today? Don’t forget some new wax, a new leash, or treat yourself to a new board today! It’s Surf Shop Day and they’ll thank you! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

You know you want to get out of the house today! It’s Saturday. Check out some new gear at your local surf shop! You’ll thank us later! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

● Drop by a store (or two) and help on the sales floor
● Host an in-store clinic
● Hold in-store sales contest – offering prizes to the salesperson who sells most
● Post pictures of stores on social media highlighting newly arrived products

Here are some suggested social media posts (please cut and paste these or come up with something more cleaver or relevant to your own market and local shops):

Hey everyone, I’ll be at the shop this Saturday. Swing by and say hello. I’ve got a surprise for you… #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Come say hello to me this Saturday at the local shop. It’s Surf Shop Day. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

I’m at the surf shop for Surf Shop Day. Swing by. First one to tell me they saw this post will get a free T-shirt. The next 10 will get a big high-five! Yew! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

What are you doing today? Get off your butt. Get to your local surf shop and buy something. It’s Surf Shop Day. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

● Stop by your local surf shop (or two) on this day
● Buy something
● Make a social media post about a great purchase, a helpful employee, or a new product you want to buy soon – using hashtags #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Here are some suggested social media posts (please cut and paste these or come up with something more cleaver or relevant to your own market and local shops):

I support my local surf shop. Do you? If so, hit one up on Saturday. It’s Surf Shop Day. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Saturday is my kind of holiday – it’s Surf Shop Day! Get out there and support your local business. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Surf Shop Day is Saturday. Go to one that day… #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

If you’re looking for me today, I’ll be surfing, then at my local surf shop. It’s Surf Shop Day. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Today I’m heading to my local surf shop because I support local businesses. It’s Surf Shop Day. #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

Hey – did you know today is Surf Shop Day? So, get to one and show your support! #surfshopday #surfindustry #sbiasurfshopday #aussurfshopday

We hope you have a very successful Surf Shop Day and reach out to SBIA at if you have any questions. Let us know if you’re planning on participating so we can give you a special shoutout too!