In addition to the world famous boardwalk, Ocean City , NJ has a fabulous downtown shopping district. It is located on Asbury Avenue , between 6th and 11th Streets. The charming downtown features about 110 unique boutiques, gift stores, and small restaurants. It is a definitely "must stroll shop" destination activity when vacationing or visiting Ocean City , NJ . 

It's not necessary to leave the boardwalk , try the Bag Boutique ( which also carries hard to find Laurel Birch designer bags and scarves) on the boards near Moorlyn Terrace, Henry's Jewelry near 13th St. they both have excellent merchandise, and honest prices. Henry's has expensive items, but they have something for everyone and it won't fall apart after you leave.

There is also a lovely store called Silver Lining, 932 Boardwalk. They carry a good selection of sunglasses and other nice items. The proprietor is friendly and helpful. There are two Atlantic Book Stores on the boards, the one across from the music pier has a knowledgable staff, but the selection is larger in the store around 13th St. The larger store has a  huge selection of hardbacks for $6.98, which keep some people stocked for the year, maybe a few months.