Jay's Aquatics

Jay's Aquatics in Salem, New Hampshire has built a loyal following across the border region, with customers from both NH and Massachusetts making regular trips for its standout selection of saltwater corals and freshwater livestock. Owner Jay and his team — staffers like John get called out by name — are known for spending real time with customers, walking newcomers through the reef hobby step by step and fielding questions about everything from sick fish to snail control. The coral selection is a genuine draw.

Reviewers who've shopped around New England consistently say Jay's prices and variety are hard to beat, and the store's willingness to special order makes it even more appealing — one customer was eagerly awaiting an octopus Jay sourced for them. On the freshwater side, the store stocks an impressive rotation of livebearers with unusual color morphs and patterns, neocaridina shrimp, albino plecos, axolotls, and live plants including red root floaters. New fish arrive every Wednesday, giving regulars a reason to come back weekly.

The store sells low-priced reverse osmosis water and carries a solid range of hardscape materials for aquascaping projects, along with dry goods and feeding supplies. The physical space is notably more open than the typical cramped fish store, giving customers room to browse without bumping elbows. Jay's also accepts surrendered fish from hobbyists who can no longer care for them — a thoughtful touch that speaks to the store's community-minded approach.

Reviewers repeatedly note the health of the livestock. Platys purchased eight months ago are still thriving with healthy fry, and shrimp acclimate smoothly from day one. The staff doesn't push unnecessary purchases; if anything, they're known for cutting deals and tossing in freebies.

A few customers have experienced long waits for floor help during busy periods, but the overwhelming consensus is that Jay's is one of the best aquarium stores in New England — a destination worth the drive for serious hobbyists and curious newcomers alike.