Shopping sets sail in a new direction
Once associated with retirees and rigid itineraries, cruise holidays are making waves in a new demographic. Forget dated décor and predictable programming—modern cruise liners now feature adrenaline-pumping go-karts, expansive water parks, and karaoke bars where the margaritas flow freely. As operators reinvent the onboard experience, younger travellers are embracing cruising as an affordable, dynamic way to explore the world.
The numbers tell the story: Cruise.co.uk reports the average cruise passenger’s age has dropped by over a decade since 2019, with under-30s being the fastest-growing segment. What’s driving this trend? New ships and revamped entertainment options designed to attract younger cruisers, coupled with the appeal of all-inclusive travel.
While operators have innovated the onboard experience, retail offerings haven’t always kept pace. With this in mind, Retail Week partnered with Household to explore what it would take to make the cruise ship experience captivating for the consumer.
A New Wave in Cruise Retail
On a ship where relaxation meets adventure, shopping shouldn’t feel like an afterthought. Darren Powell, Harding Retail’s Head of Design, sums it up: “Retail isn’t about a gift shop anymore. It’s part of the entertainment club now.” To truly engage today’s cruisers, onboard shopping needs to feel like a destination in itself.
Household envisions a reimagined cruise retail landscape where brands can innovate and create memorable experiences.
- Dynamic Spaces That Evolve with the Day
Imagine retail environments that change throughout the day with ambient lighting, music, and natural elements like plants. Morning coffee vibes could give way to a chic lounge feel by evening, transforming the same space into a multi-sensory haven.
- Interactive Wellness Partnerships
Blending retail with wellness could be a game-changer. Health and beauty brands might partner with onboard spas or fitness facilities, offering pop-up experiences where travellers can test products or enjoy guided treatments.
- Timed Offers & Interactive Promotions
Household proposes timed offers and rotating product showcases to encourage repeat visits. Think mini fashion shows along walkways or chef-led tastings in a food retail zone.
- Reimagined Souvenirs
Cruise retail could move beyond generic trinkets to feature exclusive collaborations, personalised gifts, and items tied to the itinerary—like limited-edition artwork inspired by port cities.
- Ecommerce Enhancements
Digital tools could elevate convenience, allowing guests to browse and pre-order products ahead of boarding or during the cruise. In-app functionality could enable seamless shopping anywhere on the ship, delivering directly to cabins.
Ports as Vibrant Hubs
While onboard retail evolves, there’s equal opportunity to reimagine the shopping experience at ports. In the UK, ports often feel like utilitarian checkpoints, lacking retail and leisure options. Household’s vision includes transforming these spaces into enjoyable, stress-free environments.
- Pod-Based Retail for On-the-Go Shoppers
Curated retail pods could cater to different missions, such as grabbing last-minute essentials or indulging in a quick snack. By integrating services like vending tunnels, ports could alleviate the pain points of rushed departures.
- Bringing the Destination to Life
Ports could showcase the local culture with food markets, artisan boutiques, and interactive installations—offering cruisers a taste of the region without stepping far from their ship.
- Sustainability at the Forefront
Future ports should prioritise sustainability, from renewable energy solutions to eco-friendly transport connecting passengers to nearby attractions. Ports like Rotterdam and Trieste already set a high standard, balancing commerce with environmental goals.
Retail Anchored in Joy
Unlike high street shoppers, cruise passengers approach retail with a mission-free mindset. Powell explains: “These guests have saved up for this moment. They’re relaxed, happy, and ready to indulge.”
This emotional state creates an ideal environment for experiential retail, where shopping is less about necessity and more about pleasure. By merging retail with entertainment and hospitality, cruise operators and port authorities alike can tap into a growing audience eager to spend on meaningful experiences.
As the cruise industry navigates this new era, retailers have a unique opportunity to create flagship experiences, blending luxury with fun. Whether onboard or dockside, it’s clear the future of cruise retail is bright—and it’s ready to set sail.
