Tourists are spending less money in Iceland and the puffin shops are the ones hit the hardest. 

Puffin shops is the name that locals have given to the flow of souvenir shops for tourists in Reykjavik, as all of them sell lots of puffin-themed merchandise. 

The amount of money spent on average by tourists has gone down by 17.5 percent compared to other retail which is down by 10.5%.  

However, tourists are spending more in supermarkets, which was up by 18.3%.