Generation Z is leading a shift in how people are shopping with 64% of shoppers ages 14 to 29 looking for secondhand items first before buying new, according to RetailBoss. Downtown Santa Cruz is ready to welcome those shoppers and others with 18 thrift, vintage, antique and collectible shops.

Commercial occupancy continues to climb in Downtown Santa Cruz, with over a dozen new businesses opening so far this year. Local residents and visitors are discovering new flavors, new styles, and new routines with specialty retail, nightlife, fitness and food businesses opening their doors.

Local teens tell us what they like to do in Downtown Santa Cruz.

Plan your perfect week with our curated event picks! Get ready to make memories and explore Downtown Santa Cruz.