Cruise ships mark up souvenirs, spa treatments, bottled water, Wi-Fi, and shore excursions by 30–300% compared to what you'd pay shoreside or pre-booking online — here's exactly what to skip and what to buy instead.
Photo: Carnival Cruise Line
You step onboard, the ship smells like sunscreen and possibility, and your wallet is already in danger. Cruise lines are floating retail empires, and nearly everything sold onboard carries a markup that would make a airport gift shop blush. Here's the honest breakdown of what to never buy on a cruise ship — and what it actually costs you when you do.
The Worst Offenders: Items With the Biggest Cruise Markups
These aren't minor price differences. These are categories where cruise ships routinely charge 50–300% more than you'd pay before boarding or in port. Knowing the numbers protects your budget.
| Item | Cruise Ship Price | Real-World Price | Markup % |
|---|---|---|---|
| Bottled Water (1.5L) | $4–$6 per bottle | $1–$2 shoreside | 200–400% |
| Ship Wi-Fi (7-day sailing) | $150–$280/device | Pre-purchase online $100–$180 | 30–55% |
| Shore Excursions | $80–$200/person | $35–$120 via local operators | 40–80% |
| Spa Treatments (60-min massage) | $150–$200 | $60–$100 at local spa | 60–100% |
| Souvenir T-Shirts | $35–$55 | $10–$20 in port shops | 100–175% |
| Sunscreen (SPF 50, travel size) | $18–$28 | $6–$10 at a drugstore | 100–180% |
| Wine by the Bottle (mid-range) | $45–$75 onboard | $15–$25 retail | 150–200% |
| Specialty Coffee (per cup) | $5–$8 | $3–$5 at port cafés | 50–60% |
| Photo Packages | $200–$350 | DIY with your phone: $0 | Infinite |
| Travel Insurance (ship-sold) | $150–$300/person | $60–$150 via third party | 50–100% |
These ten categories alone can add $500–$1,500 in unnecessary spending to a one-week cruise. That's real money.
Photo: Carnival Cruise Line
Why Cruise Ships Can Charge These Prices (And Get Away With It)
Understanding the business model helps you resist the upsell.
Captive audience economics. Once you're at sea, your options are the ship or nothing. Cruise lines know this and price accordingly. The onboard shops, spa, and photo center aren't amenities — they're profit centers with revenue targets.
The convenience premium is real — but it's enormous. Yes, buying sunscreen on deck is convenient. But paying $28 for a 3oz tube of sunscreen that costs $8 at a CVS is a $20 convenience tax. Pack your own.
Shore excursion fear-mongering works. Ships imply — sometimes explicitly — that independent shore tours are risky and the ship won't wait for you. The truth: reputable local operators run these same tours for 40–80% less, and they know the port timing. For high-stakes ports with tight tender schedules, book ship tours. For easy walk-off ports, go independent every time.
Spa port-day pricing is a trap. Many spas drop prices on port days to fill slots. But even "discounted" onboard spa prices often beat nothing — they're still higher than what you'll find at a local spa during your shore time.
Wi-Fi: always buy before you board. Royal Caribbean, Carnival, Norwegian, Celebrity — virtually every major line offers pre-purchase internet packages at 10–30% less than the onboard rate. Log into your cruise planner the day after booking and lock in the discount price.
What You Should Buy Before Boarding Instead
The fix for most of these overpriced categories is simple: pre-buy, pre-pack, or buy in port.
Pack these in your luggage and save $200+ per person:
- Sunscreen (pack 2–3 bottles for a week)
- Over-the-counter medications (seasickness, pain relievers, antacids)
- A reusable water bottle — cruise ships have filtered water stations
- Portable phone chargers and basic cables
- A power strip (non-surge-protected — most lines allow these)
- Any specialty coffee pods if your cabin has a machine
- Basic toiletries and razors
Pre-book online before sailing:
- Wi-Fi packages through your cruise line's Cruise Planner portal
- Specialty dining reservations (often 20–30% cheaper pre-cruise)
- Shore excursions via Viator, GetYourGuide, or local operator websites
- Third-party travel insurance via InsureMyTrip or Squaremouth
Buy in port instead of onboard:
- Souvenirs and local crafts (always cheaper, always more authentic)
- Rum, local spirits, and wine (then declare them honestly at customs)
- Jewelry — but be cautious, some port jewelry shops are also overpriced tourist traps
Photo: MSC Cruises
The Gray Zone: Items That Are Sometimes Worth Buying Onboard
Not everything is a ripoff. There are a few categories where onboard purchasing makes sense.
Beverage packages can be worth it if you're a serious drinker. At $75–$110/person/day for the Deluxe Beverage Package on most major lines, you need to consume roughly 5–7 drinks per day to break even. Heavy drinkers and cocktail enthusiasts often come out ahead. Light drinkers almost never do.
Ship-branded merchandise (if you actually want it) is only available onboard — and prices are fixed. There's no "buy it cheaper in port" option for a Royal Caribbean hoodie.
Casino credits and onboard credit deals offered during flash sales can occasionally represent real value — especially if you received OBC as a booking perk.
Art auctions — skip entirely. The "Park West Gallery" style cruise ship art auctions are a well-documented consumer trap. Pieces are routinely misrepresented as more valuable than they are. The cruise line gets a cut. Walk past the gallery and don't look back.
The Brutal Math: What Avoiding These Items Saves You
| Spending Category | If You Buy Onboard | If You Pre-Buy/Skip | Savings |
|---|---|---|---|
| Wi-Fi (7-day, 1 device) | $220 | $160 pre-purchase | $60 |
| Sunscreen + toiletries | $65 | $20 packed from home | $45 |
| Shore excursions (3 ports) | $480 | $210 local operators | $270 |
| 2 spa treatments | $340 | $140 in port | $200 |
| Bottled water (7 days) | $84 | $0 with reusable bottle | $84 |
| Travel insurance | $220 | $95 third-party | $125 |
| Total (couple, 7-day cruise) | $2,818 | $1,250 | $1,568 |
A couple who does their homework before boarding can realistically save $1,000–$1,600 on a one-week cruise — enough to fund a solid chunk of the next sailing.
Practical Rules to Tattoo on Your Brain Before You Board
- If you can pack it, pack it. Sunscreen, medicine, toiletries, chargers — non-negotiable.
- If you can pre-book it, pre-book it. Wi-Fi, dining, excursions — always cheaper before you board.
- If you can buy it in port, buy it in port. Souvenirs, alcohol, and local experiences will always be more authentic and cheaper off the ship.
- Never buy art, travel insurance, or photos at full ship price. These three categories have the worst value-to-cost ratio on any vessel.
- Read the beverage package math honestly. It's not always a deal. Run the numbers for your actual drinking habits.
Want to see exactly how much your specific cruise is likely to cost with and without these add-ons? Use CruiseMutiny to build a realistic budget before you ever step onboard — so the ship's pricing doesn't catch you off guard.