The price of skateboards have gone up. It’s just a fact. Nothing is inflation-proof really, unless we’re talking about Costco hotdogs and Arizona Iced Tea.

From an average of $55 when I first started skating to an average of $75-85 now, skateboarding is becoming more expensive. Some will say this is a necessary rise, as board prices have been relatively stagnant since the 80s.

But whether necessary or not, I’ve noticed my friend group moving towards, or at the very least considering, cheaper board alternatives like surfing online sale sections or ordering blank board bundles off Ebay.

And I’ve been noticing more shop decks floating around the skatepark.

Now, shop decks aren’t new, they’ve always been the go-to option for skaters on a budget, especially for younger skaters whose parents couldn’t be convinced the name of a random skater warrants the almost doubled price tag.

But I was surprised to learn that many shop decks have held on to their low price while professional decks have risen. With many options still at $45 and many still using the same exact wood as pro decks, it seems there’s never been a better time to ride a shop deck.

That led me to wonder, what would happen to the skateboarding industry if skaters decided to ditch pro names for a cheaper option? And have shops seen an increase in shop deck sales, or am I going tin-hat mode? That’s what we set out to find out, so into the skate shop rolodex we went.

“I think customers have always been price sensitive to some degree, but we still see people willing to pay more for brands they connect with and want to support.

We get a pretty wide mix of people in the shop—from beginners just getting into skating to lifelong skaters. Interestingly, it’s often the longtime skaters who are both the most price-conscious and the most tuned in to brands and trends. They’ll hunt for deals, but they’re also usually the first to grab the latest drop or something they saw in a new video.”
-Black Sheep Skateshop

“They absolutely have. I think everyone is tightening their belts right now. Essentials are first, a new deck or new skate shoes is after that. I see brand/shape as the leading priority still, BUT I think people are skating that deck a little longer than they may have when their wallet felt better. It’s definitely a conversation that’s happening more and more as we go along though. No one is very comfortable spending money right now. Pennies are being pinched.”
-Val Surf Skateshop

“There’s been a slight uptick in customers that have ‘sticker shock’ at the price of pro decks. -Stratosphere”

“Yes, with the tariffs and increased production cost, price has gone up significantly in the last few years, so it’s hard not to be sensitive to it. But I think skateboarders have always been frugal to some degree too.

With so many brand and shape options, many do stick with the ones that resonate with them, even as the price has gone up. Adults that are getting back into skating after 10 or 30 years definitely lean more towards, and can afford, the heritage brands that they have nostalgia for.”
-No-Comply Skateshop

“Not necessarily. We have always had price sensitive customers and customers who don’t ask the prices of anything. There’s been a slight uptick in customers that have ‘sticker shock’ at the price of pro decks.”
-Stratosphere Skateshop

“100% yes. The current sensitivity is broadly to blame on the tariff uncertainty. I love finance, and I have a hard time wrapping my head around the big picture. Customers are still buying all brands, but specifically board sales are below what we have seen in years past. Another factor is that only a small percentage of customers keep up with board graphics. Unless it’s a new pro for a company, we sell boards that have been on the wall for 6 months as much as we sell the ones we have just pulled out of the box.”
-Plus Skateshop

For Those That Don’t Know, Why Are Pro Boards More Expensive?

“It’s kind of like private-label grocery products. Think Trader Joe’s chips or Costco peanut butter—they’re often made by the same producers as the name brands, just without the big marketing budgets. Branded boards are priced higher because those companies are covering a lot more—like paying pro teams, filming videos, running tours, and marketing. All of that adds to the cost but also builds the culture and hype around those brands.”
-Black Sheep Skateshop

“Actual brands have a lot of factors we don’t. We both of course have to pay employees/production/etc but brands add in marketing, big name artists, licensing collabs, PAYING PROS, and so on. That last one being why as a general rule, we always try to recommend a “name brand” deck first. Of course we’re happy to give kids a deck for a good price, but pushing brand sales and paying the dudes we all love to watch is a priority and always should be.”
-Val Surf

“With shop decks there’s no middle man or royalties attached. It’s almost the same as why a brand’s own online website can have cheaper prices than us skateshops.”
-APB Skateshop

Have You Noticed An Uptick In Shop Board Sales?

“I wouldn’t say there’s been a big spike in the last six months—shop decks were probably a bit more popular back in the mid-2000s. That said, sales have been steady for us over the years.

Shop decks have always been just one part of the overall brand mix. It really depends on the project. When there’s a strong local story behind it, like a collaboration with a local artist, a team rider, or a major brand, those tend to do pretty consistently well for us. That said, the bulk of our board sales still comes from the major brands.”
-Black Sheep Skateshop

“If we’re speaking in terms of percentage of deck sales, we could say shop decks have gone up slightly. Deck sales overall are down and that includes shop decks. In the last 6 months I’d guess around 20% of board sales are shop decks, which sounds low but shop decks typically only make up around 15% of our total deck sales. ”
-Val Surf

“People still like to buy the brand names, unless they snap it on the first ollie, then they come back for a shop deck. – Plus”

Shop decks are about 20% of total deck sales. There’s been about a 30% increase in shop decks compared to the previous 6 months. I think shop board sales will increase due to the affordability and also due to shop brand/identity focus for some of us. But it is important to keep a healthy balance and always support and promote the brands and the industry— otherwise we will lose the opportunity for skateboarding careers and the inspiration that comes from it.”
-No Comply Skateshop

“Yes, but not a significant one. Our shop boards have always done really well. Good wood, people love our decks. I’d say around 30% of our total board sales are for Plus decks. People still like to buy the brand names, unless they snap it on the first ollie, then they come back for a shop deck.
-Plus Skateshop

What Would An Increase In Shop Deck Sales Do To The Skate Industry?

“Honestly, it could lead to more shakeout among the smaller brands. We’re already starting to see a few brands call it quits, and hearing that others are struggling. You can kind of tell when brands start going heavy on direct-to-consumer deals and constant promos—it’s usually a sign they’re feeling the pressure. If shop boards keep growing, it might make it even tougher for those smaller brands to keep up, especially if they’re not offering something unique or building strong community connections.”
-Black Sheep Skateshop

“Depends on how much the increase actually is. A large increase could definitely be a bad thing for the name brands. There’s a LOT of small brands right now and they would be the first to suffer. Right now I think the brands all know the shop wood percentages going up a little here and there and they deal around it accordingly. If that % changed quickly it would start some trouble.”
-Val Surf

“Could be bad. Brands will suffer, pros will get kicked off, and newer upcoming talent wouldn’t have the support they need. Hopefully brand name prices don’t rise too much to alienate their customers. But I think the increase would have to be a really big one to do so.”
-APB Skateshop

“The industry is already having a hard time despite shop decks. If shops stopped carrying branded boards and only sold shop decks then the shit would hit the fan. But that would be a kooky ass shop. We carry almost every board brand and think selection is critical in being a good skateshop. Skating is not trending cool these days. People aren’t quitting skating, but fewer kids are getting into it to begin with.”
-Plus Skateshop

Contrary to my original spiraling, shop decks aren’t waiting in the dark itching to dismantle the skate industry. And their sales aren’t skyrocketing either.

Across the shops we talked to, we found that shop boards make up roughly 20-30% of overall board sales, and that number has stayed extremely consistent over the years.

As board prices increase, shoppers continue to prioritize the brands and pros they resonate with, and while most of the shops agreed that skaters are tightening their budgets, that doesn’t reflect an unwillingness to buy when necessary.

Skateshops understand that selling pro boards support the skate ecosystem, and while I wasn’t surprised, it’s cool to hear how dedicated these shops are to keeping brands healthy and hyped even as margins get thin and times get tough.

Thank you Black Sheep, Val Surf, Plus, APB, No Comply, and Stratosphere Skateshop for sharing these insights with us.

Interviews by: Ben Komins
Header by: David Lizom
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