Jenna Giustino 
For as long as I can remember, I’ve loved shopping. And in many ways, the holiday season is my personal Super Bowl. For the entire month of December, I have an excuse to pop into my favorite boutiques daily and consistently Instagram scroll to find nearby shops posting about their new inventory — and I feel zero shame because it’s for the greater good of the holiday season.
And while the holiday season isn’t about the gifts, for me, so much of the shopping experience brought together our innate shared love for finding a gift for one another that made us smile. For that reason, I’m forever grateful for the small business owners who continue to create boutiques, small spaces for future mothers and daughters, sisters and friends —an environment where trying on new looks is always celebrated and embraced.
The Jersey Shore has plenty of beloved boutiques, ones that need to be visited on Small Business Saturday, not only for its discounts but for a space to create fun memories – a reason to ditch online shopping for a moment and get back in touch with the community. Read on for my guide to Small Business Saturday at the Jersey Shore — what to buy, and can’t-miss tips for a complete, memorable experience.
Barefoot | 1305 3rd Avenue, Spring Lake
Barefoot is an athleisure boutique in Spring Lake. As a millennial, I am so appreciative of the athleisure initiative (that didn’t necessarily exist when I was younger) – and it is precisely why Barefoot is a fun spot for Small Business Saturday shopping, you can get all that winter weather needs in one place.
JSG Small Business Saturday Purchase Recommendation: As a nod to my childhood, we’re recommending a Juicy Couture purchase, which is a brand Barefoot proudly carries.
Boho House | 623 Cookman Avenue, Asbury Park
Boho House is a go-to spot for all your lifestyle accessories and home decor in Asbury Park. The space has handcrafted goods that you won’t find anywhere else; it’s a female artist collective of products made by women, females who live right here in the Jersey Shore community. Owner Melissa Nikosey is passionate about her work. I’ve had conversations with her about her commitment to making this a community space, and she hosts workshops that are often artistic mashups and give you a chance to meet other locals, making this another spot to shop and connect.
JSG Small Business Saturday Purchase Recommendation: An item from Melissa’s Sun Moon + Stars Collection — earrings and necklaces that are hypoallergenic and are dream themed
Carla Rizzi | 1301A Memorial Drive + 1300 Ocean Avenue North, Asbury Park
Carla Rizzi has two boutiques in Asbury Park — making it a must-visit for a Jersey Shore Small Business Saturday boutique crawl. It has everything from home goods to cute gifts to Jersey Shore-themed decor and staple wardrobe pieces. From a personal standpoint, I got my favorite denim jacket here, and I also purchased my TLG white elephant holiday party gift here (which was secured early on because a Carla Rizzi gift is always top-notch). And, IYKYK, sometimes Baci, the owner’s dog, is also at the storefront, which makes the entire experience even better.
JSG Small Business Saturday Purchase Recommendation: A Jersey Shore coaster – featuring the coordinates to your favorite beach town.
Destination Asbury | 644 Cookman Avenue, Asbury Park
Destination Asbury is a trendy women’s clothing store in Asbury Park. It’s owned by a mother and daughter duo, both of whom are welcoming and always know the most stylish outfit combo to recommend to you or a friend. Destination Asbury is your spot for funky style options, featuring denim with fun patterns, boho-style dresses, and cowboy boots. As for me? I got a pair of high-heeled suede boots here that I have worn into the ground and are still looking brand new (they are my favorite addition to any fall outfit).
JSG Small Business Saturday Purchase Recommendation: JSG recommends getting one of its engraved cowboy hats (I’ve always wanted one).
Endless Waves | 550 Cookman Avenue #105, Asbury Park
Endless Waves is a designer boutique in Asbury Park. It has all those standout brands you love — for both men and women, so you can even bring your husband, boyfriend, or boyfriend/family member to shop with you at this one. It’s the kind of place where you can get a date-night wow factor dress while also finding a one-piece beaded swimsuit that no one else is sure to have at the pool party, both of which I highly appreciate.
JSG Small Business Saturday Purchase Recommendation: The shoes here are always a bombshell kind of look and a must-have.
Hazel Boutique | 1201 Main Street, Belmar, 74 E Main Street, Ramsey + West 27th Street, Ship Bottom, 1901 Grand Central Avenue, Lavallette
Hazel Boutique has three Jersey Shore locations and one location in North Jersey. It’s a hometown craze for locals in the area for good reason — it has everything from lounge sets to accessories and date night-approved outfits. A personal favorite purchase of mine is a romper that is my go-to for summer nights. Hazel Boutique even has a vintage line of sportswear greatfor football Sundays at the shore.
JSG Small Business Saturday Purchase Recommendation: The Hazel Brand is well known, so it’s suggested to try something from the collection here.
Lucki Clover | 20 Broad Street, Red Bank,
Lucki Clover is located in downtown Red Bank. It’s the kind of place that you can get lost in forever — ideal for when in a mood for a shopping binge (which for me is more often than not). Lucki Clover has two of my favorite brands — Free People and Z-Supply, making it an easy way to access ideal looks without having to pay for shipping.
JSG Small Business Saturday Purchase Recommendation: A Lucki sweatshirt is fitting for winter.
Read More: 2025 Holiday Pop-Up Markets + Events Happening at the Jersey Shore
Pink Moon Boutique | 718 Main Street, Bradley Beach
Pink Moon Boutique is a one-stop shop for outfit inspo in Bradley Beach. The options include closet basics and go-to styles. There’s everything from rompers and jumpsuits to heels and mini dresses. Plus, the shop alone is enough of a reason to visit. There’s the prettiest pink decor featuring hanging flowers, which I know will make it a complete girls-day-out vibe for any friend group.
JSG Small Business Saturday Purchase Recommendation: The mini gold crystal-filled gold initial necklace goes with any look.
Rebel Supply | 550 Cookman Avenue #107, Asbury Park
Rebel Supply is a half-new, half-consignment boutique in downtown Asbury Park. I still remember walking in the first time and thinking, “there’s no way I can live here and not go broke with a store like this within walking distance of my house”. And as much as my credit card has felt the pain, I still think of joy every time I walk into this one — with a diverse record section and everything from eclectic houseware items and accessories, I never know what to expect I’ll buy next, and that’s why I love it. My personal favorite purchase? Socks that say I read banned books — another perk of this shop is that its sock game is unparalleled, with witty sayings that pair well with sneakers.
JSG Small Business Saturday Purchase Recommendation: Either a consignment item or a music-themed gift (they often feature Bruce and Taylor Swift shifts, hats, and more).
The Dune Market | 414 N Bay Avenue, Suite D, Beach Haven
The Dune Market is a cozy shop in LBI. When I visit my sister, who has a home in LBI, it’s the kind of spot that I beg her to take me to — it has all the beach boutique vibes no matter the time of year. It has collections that are fun to shop for, featuring coastal needlepoint, self-care ritual products, vintage and artisan-made, fair trade goods, candles, and more.
JSG Small Business Saturday Purchase Recommendation: Emily Raleigh, the owner of The Dune Market, curates a selection of the best beach reads — I highly recommend purchasing a book (or two) here.
The Mermaid Room | 1920 Long Beach Boulevard, Ship Bottom
The Mermaid Room is a dog-friendly shop in Ship Bottom. Shameless plug: My sister’s corgi, Bear, often frequents and is a big fan since the baristas usually provide him with a pup cup. Besides being welcoming to dogs, the shop is equally inclusive to humans and all your coastal home and outfit necessities, plus there’s coffee for before or after shopping.
JSG Small Business Saturday Purchase Recommendation: The merch at The Mermaid Room is so cute (I personally have a hat I love).
Velvet Boutique | 101 Crawfords Corner Road, Suite 3103, Holmdel
Velvet Boutique is a chic boutique located in Bell Works, which I automatically love for its pure convenience (anywhere I can shop, dine, and eat is a plus for me). It always has the comfy lounge options that are also cute and have flair, and mini dresses that are always hard to resist buying. Velvet Boutique is a must-stop on Small Business Saturday for all those comfortable yet fun outfit selections.
JSG Small Business Saturday Purchase Recommendation: A “BOYS LIE” t-shirt, of course.
Wanderlust | 1300 Ocean Avenue, Asbury Park + 2150 NJ-35, Sea Girt
Wanderlist is a surf-to-street boutique located in Asbury Park and Sea Girt. It has clothing options for both men and women that always feel coastal and fit the atmosphere. I always find myself getting sunglasses here and browsing the Reef shoes, which are comfortable and cute. Wanderlust is a must-stop if needing a beachwear stop that still feels fitting in the winter.
JSG Small Business Saturday Purchase Recommendation: Its Asbury Park merch is something that I, as a local, always love for having graphics that genuinely represent the area
No matter the spot, this Jersey Shore boutique crawl is the perfect way to spend time with family and friends — skip the Black Friday chaos, meet local small business owners, and support the community (all while treating yourself to some well-deserved shopping indulgences — which, let’s be honest, I fully support).
See More: The Bergen Girl’s Small Business Holiday Shopping Guide 2025
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