AT&T Store Santa Cruz Santa Cruz

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Curbside pickup
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Map of 550 River St in Santa Cruz
Get directions to AT&T Store at 550 River St Santa Cruz, CA
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Day of the WeekHours
Monday10:00 AM - 7:00 PM
Tuesday10:00 AM - 7:00 PM
Wednesday10:00 AM - 7:00 PM
Thursday10:00 AM - 7:00 PM
Friday10:00 AM - 7:00 PM
Saturday10:00 AM - 7:00 PM
Sunday11:00 AM - 6:00 PM
In-store shopping
Request an Appointment

You can schedule an appointment at this store and visit on your schedule.

550 River St
Suite D
Santa Cruz, CA 95060
US

Our top priority is safety

  • Face masks required* and provided

  • Employee health screening

  • Curbside service and touchless transactions

  • 6 feet social distancing environment

  • Continuous cleaning and hand sanitizing

*Customers who are fully vaccinated do not have to wear a face mask in our stores unless otherwise required by federal, state, or local laws, rules, or regulations.
Check out COVID-19: Our Response webpage for the latest information.

Special offers and new phones for Santa Cruz

  • Smartphone
    Samsung Galaxy Ultra 5G

    Smartphone

    Learn how to get the new Samsung Galaxy S21 Ultra 5G for up to $800 off with trade-in.
  • iPhone 12 purple

    Smartphone

    Learn how to get iPhone 12 now in purple for up to $700 off with eligible trade-in.
  • AT&T Apple Watch BOGO

    Smartwatch

    Learn how you can buy one Apple Watch, and get $330 off a second Apple Watch!
  • iPhone SE

    SMARTPHONE

    Learn how new and existing customers get iPhone SE for $5/mo. Plus save even more with eligible trade-in.
    5.00
    /mo.
    Req's 0% APR 30-mo. agmt. For well-qual. customers.
  • AT&T PREPAID
    Prepaid phone plans in Santa Cruz

    Prepaid Phone Plans

    Just open a new line on our $65/mo. plan and sign up for AutoPay & you’ll save $15 each month. Time for a prepaid phone plan in Santa Cruz?
    50.00
    /mo.
    AT&T may temporarily slow data speeds if the network is busy. First month service charge and taxes are due at sale. One-time activation fee of $15 if activating in a store. Other restrictions may apply. See details
  • Samsung Galaxy A12

    Smartphone

    Learn how new and existing customers get the Samsung Galaxy A12 for $1/mo.
    1.00
    /mo.
    Req's 0% APR 36-mo. installment agmt. For well-qual. customers.

About the Santa Cruz Store

Authorized Retailer

Our Services

  • iPhone 12 & iPhone 12 Pro Max
  • Cell Phones
  • Wireless Plans and Setup
  • Phone Activations
  • Trade-In
  • Device Upgrade
  • Device Protection
  • Tablets
  • Wearables
  • TV & Entertainment
  • Internet
  • Bill Pay and Setup
  • Small Business Solutions

Our Location

Looking to purchase the newest iPhone, Apple Watch or Samsung smartphone? We have all your wireless needs covered with the hottest devices and matching accessories, including headphones, cases, screen protectors, wireless chargers and more. Our AT&T Store is in Santa Cruz, CA, inside Gateway Plaza. We're located at the corner of River Street and Potrero Street next to Supercuts and Chipotle Mexican Grill. Conveniently located off Highway 1, we serve the Santa Cruz area and surrounding neighborhoods, including visitors to the Santa Cruz Beach Boardwalk and Seabright State Beach. Not only can we help upgrade your device or wireless plan, but we offer fantastic promotions on AT&T TV, DIRECTV and U-Verse Internet! If your neighborhood qualifies for high-speed Internet, you could be eligible for AT&T Fiber. Our location is also Small Business Certified and eager to help your business get connected. We also offer buy online, pick up in store! Skip the line by placing your order online, then choose a time to pick up your new device on YOUR schedule. Click the Shop Now button to begin your online order.
  • iPhone 12 & iPhone 12 Pro Max
  • Cell Phones
  • Wireless Plans and Setup
  • Phone Activations
  • Trade-In
  • Device Upgrade
  • Device Protection
  • Tablets
  • Wearables
  • TV & Entertainment
  • Internet
  • Bill Pay and Setup
  • Small Business Solutions
Looking to purchase the newest iPhone, Apple Watch or Samsung smartphone? We have all your wireless needs covered with the hottest devices and matching accessories, including headphones, cases, screen protectors, wireless chargers and more. Our AT&T Store is in Santa Cruz, CA, inside Gateway Plaza. We're located at the corner of River Street and Potrero Street next to Supercuts and Chipotle Mexican Grill. Conveniently located off Highway 1, we serve the Santa Cruz area and surrounding neighborhoods, including visitors to the Santa Cruz Beach Boardwalk and Seabright State Beach. Not only can we help upgrade your device or wireless plan, but we offer fantastic promotions on AT&T TV, DIRECTV and U-Verse Internet! If your neighborhood qualifies for high-speed Internet, you could be eligible for AT&T Fiber. Our location is also Small Business Certified and eager to help your business get connected. We also offer buy online, pick up in store! Skip the line by placing your order online, then choose a time to pick up your new device on YOUR schedule. Click the Shop Now button to begin your online order.

What our customers are saying

  • full starempty starempty starempty starempty star1
    I have been a loyal AT&T customer for ten years, and never have I experienced such disrespectful and dismissive customer service. I purchased an iPhone 12 Max and chose the curbside pickup option for quick and convenient service, and for my safety and the safety of the employees. I completed the purchase on 1/10/2021 and received an email the same day at 5:36pm that my order was ready for pickup. I called the store to let them know I would be shortly arriving to pick up my order. The representative was rude, curt and not helpful at all. She informed me that they only provide in-store bill pay on Sundays after 5:30pm, that their registers "shutdown" and that they would not process my payment. I simply wanted to pickup my order. I asked for her name. She did not provide her name and instead placed our call on speaker for her co-worker to hear and then hung up the call. When I called back, they answered and hung up on me again, disgusting. Needless to say, I am currently on the phone with their customer service department, cancelling all 7 phone lines I have with them. Don't ever visit this location, what a joke.
  • full starempty starempty starempty starempty star1
    This store has the worst customer service I have ever experienced. I called on 1/10/2021 to do "curbside pickup" on a new iPhone 12 Max. I received an email at 5:36pm that my order was ready for pickup. I called the store to let them know I was on my way as I had opted for their curbside pickup option. The representative was rude, curt and not helpful at all. She told me that the only services they offer after 5:30pm on Sunday's are in-store bill pay. I was told that their registers are "shutdown" and they couldn't process my payment, even though I had already paid for me phone online. I asked for her name and instead she put me on speaker for her co-worker to hear the conversation, and hung up on me. When I called back, they answered and hung up on me again. Never in over 10 years with AT&T have I experienced this type of customer service. Needless to say, I am currently on the phone with their customer service department, cancelling all 7 phone lines I have with them.
  • full starfull starfull starfull starfull star5
    I was very pleased to be helped by Mia on my 2 visits to this AT&T shop. She was professional and knew exactly what I needed for my iPhone. Thank You to Mia at AT&T for getting me back online.
  • full starfull starfull starfull starfull star5
  • full starempty starempty starempty starempty star1
    This seems to be the norm in the AT&T sores, at least in California. Nobody ever answers the phone.

Cellphones, plans & accessories

AT&T PREPAID

Experience the freedom of AT&T PREPAID with plans that allow you to pay for usage in advance without tying you up in a long-term contract. Get unlimited talk & text in the U.S. and the data you need with no annual contract, no credit check, free shipping, and no activation fee for online orders. Shop AT&T prepaid phones for the premium brands you love or bring your own (BYOD) compatible device.

POPULAR SMARTPHONES

When you are ready for a new iPhone or any new phone, AT&T makes it easy. You’ll find everything from the latest feature-rich smartphones to devices for mostly texting and calling. Choose from the most popular brands like Apple, Samsung, LG, and more.

ACCESSORIES

AT&T has the accessories you need to style & protect your devices. Rugged phone cases & sleek phone covers and chargers to keep you powered up. We have adult and kids headphones and headsets to keep you connected to your favorite audio, and more. Get free shipping, free returns, and in-store pickup – just order online by 4pm and it’ll be ready within two hours.

Frequently asked questions

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Fast. Easy. All Online.

  • Get your order as soon as today

    Choose curbside pickup or AT&T Right To You at checkout for faster delivery, or select standard shipping.

    Standard shipping may encounter delays due to COVID-19 restrictions. Same day delivery subject to availability. Select areas only. See att.com/righttoyou for details.

  • Check your eligibility

    See if you're eligible for $0 down financing - without hurting your credit score.

    Req's 0% APR 30-mo. agmt. Well-qualified customers.

    Start shopping
  • Do it all, right from your phone

    Use the myAT&T app to shop the latest devices, track your orders, pay your bills, view usage, and more.

    Download now

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