Innovation and creativity might be surprising characteristics for a retail sector; however, Santa Cruz businesses are constantly reimagining their storefronts to create a shopping experience with an emphasis on “experience". This is a place where shopping is more than simply a transaction. Instead, we feel connected to the unique stores, and get to know the owners, creating strong customer loyalty and community. Walk into a place like the Botanic and Luxe with its wall-to-wall shop of beautiful plants and natural skincare gifts, and you just know you’re in for a special shopping experience.

The mix of inventive new and long-standing businesses in the main shopping districts demonstrates the strength of our retail legacy and future potential. Downtown landmark Bookshop Santa Cruz has been around since 1973, and was supported by the community after the store collapsed during the Loma Prieta earthquake in 1989 - when it operated out of temporary tents. Dell Williams has stood the test of time, being in business since 1927. Shopper’s Corner, has been on the same corner since 1938. In 2025, Pacific Trading Co. will celebrate 25 years. Newer businesses, like Berdels surf lifestyle shop, skincare store Terra & Self and children's toy store Childish, are pushing the expectations of the shopping experience, creating retail environments that draw people in on a number of levels.