My most recent visit to a beach in the UK, I am not a beach bunny, was 2 years ago, to Great Yarmouth and the seaaside and town tourist shops seemed to be booming. Yes there were people on the beach with picnics, but plenty of people eating ice cream, candy floss, fish and chips, using boats on the boating pool, playing crazy golf. There were chalet parks and camping sites all quite busy.
When our DC were small, we could not afford to go to the sea for a day and buy everything needed when we got there. We would take picnics, and buy ice creams, that way we could have 3 days out, if we went empty handed and bought everything, one day was all we could afford.