Explore Jacksonville

Shop the First Coast

Find the perfect fall fashion finds in Jacksonville, St. Augustine and Amelia Island

Mixing and matching bold patterns is on trend this season along with structured bags and funky accessories. The First Coast is full of shopping treasures to get your wardrobe up to date. Each neighborhood has its own vibe, so this guide will help you get the perfect purchase.


Located east of Stockton Street along Park Street in downtown Jacksonville, the neighborhood that draws the hip set is Five Points where the shopping reflects its clientele. You’ll find vinyl and mid-century furniture at 5 Point Antiques, (1046 Park St.), coffee roasted on the premises at Bold Bean Coffee Roasters (869 Stockton St.) and edgy boutiques such as Wolfgang Clothing (1038 Park St.).

Chic and charming, Historic San Marco is a cobblestone square not far from Jacksonville’s Southbank. San Marco and Atlantic boulevards are lined with shops selling everything from books, such as San Marco Bookstore, (1971 San Marco Blvd.) to designer clothing at Rosie True (1949 San Marco Blvd.). One-stop-brandname shopping best describes the experience at St. Johns Town Center, an enormous outdoor mall (4663 River City Drive). Besides upscale favorites such as Coach, Brooks Brothers and Tiffany & Co., look for the new Nordstrom debuting this year.

The Shoppes of Avondale on St. Johns Avenue is lined with 1920s storefronts filled with fun retail inside a hip, residential neighborhood. Favorites include Crave for the latest fashions for men and women (3635 St. Johns Ave.), Willie’s a specialty children’s clothing boutique (3567 St. Johns Ave.) and Synergy Studio for a pilates session. (3576 St. Johns Ave.) Splurge on Peterbrooke’s famous chocolate-covered popcorn for a mid-shop treat. (3554 St. Johns Ave.).

Amelia Island

Fernandina Beach is a pretty, historic town with great boutiques located on and around Centre Street. The shopping reflects a beachy vibe with stores such as Lemongrass (215 Centre St.) offering guy’s surf apparel and flowing sundresses. Poke around Second and Third avenues for jewelry and gifts. On the southern end of the island, The Shops of Amelia Island Plantation at the Omni (39 Beach Lagoon Road) is a great place to pick up sportswear and upscale souvenirs.

St. Augustine

Uptown San Marco, the area north of the Castillo San Marcos and east of A1A, offers more sophisticated shopping beyond tourist-trodden Old Town. Amistad (67 San Marco Ave.) carries colorful, fair trade housewares and at SOS Antiques, (76 San Marco Ave.) you can buy jewelry made from real shipwrecked coins plus other antique nautical treasure. Looking for bargains? St. Augustine Outlets (2700 Florida Highway 16) has name brand discounts galore.