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Photo Credit: Shawn Trask
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In a society driven by e-commerce and next-day shipping, you might assume the age of the local guitar shop is fading. But think again. Across the United States and beyond, brick-and-mortar guitar stores are quietly tuning up for a resurgence.
Trends: When and Where Physical Guitar Stores Are Growing
1. Offline Guitar Sales Showing Positive Growth
2. North America Leading the Offline Surge
3. Why In‑Store Shopping Persists
4. Modern Retail Tech Is Boosting Brick‑and‑Mortar
5. Community & Event-Oriented Formats Flourish
“Music stores are still viable … The music shops who only stock mid to high end equipment thrive in the brick-and-mortar retail space.”
Where Demand Is Growing the Fastest
Summary Table: Key Drivers & Forecasts
| Metric | Forecast / Trend | Insight |
| Offline guitar market CAGR | ~6.1% (global) | Still growing despite e‑commerce pressure |
| U.S. offline growth | ~8.3% CAGR | Leading region for in-store demand |
| Buyer preference | ~65% favor in-store purchase | Especially for premium models |
| Retail format resilience | Event/community + expert shops | Outperform generic/e-commerce-only stores |
| Retail tech adoption | ~15% CAGR for smart retail tech | Enhances customer engagement and loyalty |
The Power of the In-Store Experience
Why We Still Need Guitar Stores
Guitarists don’t just shop—they feel. The look, weight, tone, and resonance of an instrument are all personal. You can’t scroll through that. Brick-and-mortar stores provide the sensory experience players crave. Whether you’re a beginner or seasoned pro, nothing compares to plugging in and trying out different guitars in person.“When you hear a guitar’s voice in your hands—raw, unfiltered, and alive—it becomes more than an instrument. That first chord is the beginning of a story,” says Guitar Thrills Magazine
The Numbers Back It Up
While the retail landscape has shifted, it hasn’t disappeared:
Regions like Nashville, Austin, New York, and Seattle show especially strong performance, thanks to their deep music communities and appetite for high-end and vintage gear. Even globally, countries like Japan, Germany, and the UK have seen renewed interest in the tactile, personal experience of buying instruments in-store
Why You Should Visit a Local Store Today
Play Before You Pay
From fret buzz to neck comfort to pickup response, in-store testing beats guessing online. No returns, no shipping fees—just real tone and feel.
Expert Guidance
Staffed by passionate players, these shops offer personalized advice, setups, repairs, and lessons—things the internet can’t replicate.
Local Community
Guitar stores are often hubs of music culture—hosting jams, clinics, and artist meetups. Shopping in-store supports the local music scene and fosters real connection.
Exclusive Inventory
Many independent stores carry boutique or vintage gear you won’t find on the big box sites—and they often let you demo them through full rigs in person.
INTERVIEW WITH REDWOODS VINTAGE GUITARS AND GUITAR THRILLS MAGAZINE
Guitar Thrills: How has your store been impacted by the rise of online retailers like Sweetwater,
Reverb, and Amazon? Have you noticed a decline, or has it motivated you to evolve in new ways?
Shawn, Owner of Redwoods Vintage Guitars: In the early 2000's in my early 20's I worked for the Sam Ash company, and unexpectedly became one of their top salesmen chain wide for a few years, wound up in management before deciding running their store in LA or elsewhere wasn't the right fit for me at that age. Was still a kid really. In that time however I got to know the metrics and sales financials of a giant company, and see how those behemoths work; but more importantly the issues of supply and demand with the vendors and manufacturers. I also watched them try to scale into the "Online Space", and later worked with other companies and in the "Record Industry" doing the same. The last decade however has been dramatic like a meteor that did in the dinosaurs: With auto fulfillment / Amazon and effortless User Experience on the web mercantile space, it's both miraculous, and also removes the accessory market as a defacto driver in shop traffic. Simply put: it's easier for someone to just buy strings and a guitar strap on Amazon than drive across town in traffic to a local shop intentionally. That has been a major problem for a ton of "Full Line" Retailers (and really, retailers of all sorts and industries, especially the mall chains), as they had many accessories marked up 50%-100% and it also drove people into their stores, that along with other factors seems to have put Sam Ash and countless others out of business.
However: I've never been interested in mass volume sales, and my store doesn't cater to that clientele; and we never intend to. I focus on finding the very best sounding instruments, and ones that have soul and character. Quality counts. Since quite often I have guitars for sale that are the only one for sale in the world; online retailers don't affect me. Similar to someone buying a legendary classic car like a 60's Corvette in just the right color (Tasco Turquoise): you're not going to order it online the cheapest one sight unseen; you need to drive it and make sure it's the best and inspiring. The feeling and experience is what truly matters. So if anything, my business is booming because I have intentionally offered the true alternative to those faceless companies; Redwoods Guitars is specifically for a clientele that desires and pays for an experience, along with knowledge and quality. I personally value those things also, and I'm not really interested in those other "cheapest price on a mass produced plastic guitar and disposable guitar amp" customers. In this era it's ok for your store to not be for "every customer". So in a way, I like these online stores because by their existence, and how different we do things, it makes our shop even more rare and valuable to the right people. Those people - a lot of them - seek us out specifically.
Guitar Thrills: What are some advantages your customers experience when shopping in-person that online can’t replicate? Is it the tone-testing? Personal service? Community vibe?
Shawn, Redwoods Guitars: I've gotten a reputation over the last couple decades as someone who is able to track down rare guitars and amps, and beyond that; ones that are great playing and sounding in particular. I've had pieces wind up in major studios and in hands or bands of people like Neil Young, Bob Dylan, and Keith Richards and recently reviewed by folks like Trogly after they passed through my hands. But in reality I treat everyone the same, and it's got to do with listening: Listening both to the customer, or client, and also to the equipment. I may spend months trying to find the right Gibson J-200, and when I do, I pay more for that guitar, because I know for certain it's the best example out there, between the sound and the way it plays, but also the way it can make people feel, if it also made me feel that way. I also track down rare and historic instruments that may need some work, and try and give them another chance at life, especially if they can be affordable for someone to actually play out at shows. That's what it's all about. And when I get the right guitar to the right person, then that's a big win for me and the shop. So in a way, this isn't a typical guitar store; it's more like a gallery that's working on getting the right instrument in the hands of the person that really wants or needs that instrument (even if they don't know it yet), and we are having that conversation and also a fun experience, doing that every day from $100 guitars to $100,000 guitars. It's a totally bespoke experience.
Guitar Thrills: Have you seen an increase or decrease in foot traffic since the pandemic—and
what’s changed most about customer behavior?
Shawn, Redwoods Guitars: My current brick and mortar is post pandemic, (previously I dealt directly with collectors, and other independent and national dealers), so my "shop" previously wasn't open to the public. So going against the trend, I decided the right time to open an old fashioned brick and mortar for me is right now. There was a major surge both during and post pandemic in people who wanted to take guitar and other instruments on as a hobby, and also the market for higher end and vintage has surged significantly. With valuations on some instruments doubling since the pandemic, I believe that proves that if someone is given a pause of the grind of the day to day people realize that music is incredibly important and rewarding. I've had many customers say that having time to themselves they realized that they had time to learn an instrument and had always wanted to, and now was the time. I have that conversation every week with someone new it seems. Also many who had a pile of "ok" guitars realized what they really wanted was a couple "great" guitars. Quality over quantity. So in a way, one good thing to come from the pandemic could be that many people took time to evaluate what they loved and what was important.
Guitar Thrills: What types of products or services have helped your store stay competitive—like repairs, lessons, vintage gear, or local events?
Shawn, Redwoods Guitars: We're launching both in store and out of store video channels, as I work with the concert and record industry as well. And a random video of a kid at a vintage guitar show nobody else was letting play the gear that I handed to him (who cares if he's gonna buy it, the lil dude has chops @VintheConqueror) went viral and has over 700,000 views online on our Instagram @RedwoodsGuitars. That's a first for me. But we've recently had an enormous influx of people requesting lessons, as well as repairs and we are building out an additional storefront to accommodate this in tandem with our shop. But the main factor is that our inventory is curated and we deal very transparently with people which is a different experience than just being an online order or someone offering pennies on the dollar for guitars or unfair trade values and I do free appraisals on USA and vintage for basic valuation with a small fee if it needs to be documented in writing.
Guitar Thrills: Do you believe brick-and-mortar guitar stores will thrive again in the coming
years—and why or why not?
Shawn, Redwoods Guitars: I think that people want and value personal relationships, and live music, period. But for business scaling and inventory was always the issue and it will continue to be so. When the big box stores became more concerned with macro-economics than actually caring about people and the quality of products, then they are disposable as it doesn't matter if you just order something off Amazon v.s. being treated like a chore in person, hell I'd rather not have to deal with waiting in line for hours for something that's $5.99. That said I think the handmade economy is going strong and also the shops that are able to build a reputation for quality and trust will thrive and continue to do so. Disposable products ... not so much ( Looking at you, "Marshall Amps" ). There's certain companies that we won't even take on trade unless it's from their past eras that can be properly serviced or repaired. The new ones are literally just a broken box with a logo on it in a landfill waiting to happen. We don't want to support or contribute to products made to break and be thrown out and we will never carry new lines that have that mindset.
Guitar Thrills: Are there particular types of guitars (vintage, boutique, entry-level) that people
are more likely to buy in-person vs online?
Shawn, Redwoods Guitars: Every customer we have would rather buy from our store than online. Perhaps they don't need to see a cable in person, but they'd rather ask me what cable is best for them, as I know which ones break and which ones don't and I'm happy to provide this information even if we don't have that cable in stock, and them buying that cable direct from the manufacturer means they won't need another cable for the next 10 years ... me selling cables to people isn't the point here. The point is making sure that people get the right thing, and that it's a great experience for them, and also that they can discover new and exciting instruments and learn about the differences in a way that enriches their experience playing music. Some rare guitars I do get people wanting us to ship, and sometimes if it's a newer model and sturdy, after extensive photos and videos of the piece to make sure they 100% know what they're getting we will sell and ship it. But for the most part I think it's best to sell in person in store for everyone.
Guitar Thrills: How do you see the role of community in your store's success?
Are jam nights, open mics, or local partnerships helping business?
Shawn, Redwoods Guitars: Having local pros and national pros support the store is very important. But also, being out there at shows, and part of the community that is part of us, visiting and supporting friends at shows both locally and nationally, big and small; well that's what it's all about. We should all be doing that every week.
Guitar Thrills: What’s your advice to other local guitar shops struggling to keep up with e-
commerce giants?
Shawn, Redwoods Guitars: Do the opposite of what the big boys are doing, focus on community, and a niche, and make sure you open your brick and mortar in the right location. Also everyone learn how to service tube amps, we need a few hundred more guys and gals able to keep these old dogs going for another 50 years.
Guitar Thrills: Are younger players (Gen Z, Millennials) still coming into the store, or do you
mostly see older, more traditional guitarists?
Shawn, Redwoods Guitars: Yes, this past week our highest end acoustic sales of a Limited Edition 1 of 50 Gibson Dove, and a Gibson custom shop J-185 were both to people in their early 30's, and sold a rare Les Paul to someone in their 20's. We get younger players in our shop who are looking to level up, and often parents that have played guitar in the past and are looking for something of better quality. We just sold a new customer a super rare 1970's Ibanez Concord J200 lawsuit model that was spectacular, and she was a senior in highschool, and chose a funky vintage guitar over a Taylor. That demographic also wants to experience something genuine in person. They may buy toothpaste online, but they're not buying their lifetime guitar online.
Guitar Thrills: If you could tell every guitar player one reason to visit their local shop instead of
clicking ‘Buy Now’ online, what would it be?
Shawn, Redwoods Guitars: Music was meant to be a community, and has a soul, and is something that we all become a part of the second we choose to make music; that community is here for you, and hopefully, you are here for the community. If not today, we will be here when you're ready to be part of it, with open doors and a special instrument for you. It will be here tomorrow. And that community and timeline of music was here way before any of us took our first breath. And I'm certain it will still be here and going and available for those that know, love, care, and endeavor for music, long after any of us reading this are all gone.
Guitar Thrills: I want to thank you for taking the time to interview with us today. We look
forward to speaking with you again.
Shawn, Redwoods Guitars:Thanks Edward, for all that you do.
Conclusion:
The world doesn’t need fewer guitar stores—it needs better ones. And that’s exactly what’s happening. Across the country, independent music shops and trusted chains are reinventing themselves as immersive, interactive destinations that offer more than just a product—they offer a passion. So next time you’re shopping for a guitar, strings, or your dream amp, skip the online checkout and walk into a local store. What you find might just inspire your next song—or your next stage. Support local. Play louder. Feel the difference.
