You'll find corners, niches, and rooms dedicated to different categories -- babies and children; tablescapes; clothing; stationery; jewelry; handbags and totes; scarves; etc. There is a huge amount of lake-themed merchandise.
If you're looking for $4.99 post-its that read "I'm not bossy -- I just have better ideas," or other small gifts, they have those too.
If you've been to The Little Traveler in Geneva, Illinois, or similar -- then you've experienced this kind of retail therapy.