In the early hours of Saturday mornings, a bustling scene unfolds at the San Pedro waterfront as customers gather at the J Deluca Fish Co., known locally as the Saturday Morning Fish Market. Opening its doors promptly at 1:30 a.m., the wholesale seafood distributor offers visitors access to freshly caught fish and shellfish, drawing a growing number of shoppers despite the traditional seafood industry’s recent challenges.

The market, which traces its origins back to the late 1960s, has long served fishermen and local buyers, traditionally opening only once a week for several early morning hours. Owned by John DeLuca and co-managed by his son Chris, the operation primarily supplied wholesalers and local purchasers until recently. In the past, the market saw a modest turnout of mostly local, maritime workers, but its customer base has expanded dramatically in recent years.

Chris DeLuca attributes this surge to the market’s viral presence on social media platforms such as Instagram and TikTok, where videos offering glimpses of the unusual late-night fish market experience have attracted new visitors. The business now serves as many as 2,000 customers on a typical Saturday, doubling its pre-pandemic peak. Many of these shoppers are young and visiting for the first time, drawn by the market’s reputation as a “hidden gem” offering fresh, quality seafood.

Inside the market, customers are met with mountains of crushed ice heaped with fresh catch, including salmon fillets, sardines, squid, mackerel, and seasonal favorites like red snapper and branzino. Fish are cleaned and filleted on-site while sea lions linger outside, awaiting any scraps. Shoppers have the opportunity to purchase seafood in bulk at prices reportedly 10% to 40% lower than typical retail stores, though the market emphasizes quality over low-cost bargains.

Regular customers like Abdul Fahwami visit multiple times a month, often buying between 100 and 200 pounds of fish for gatherings, highlighting the market’s appeal for both casual and large-scale buyers. Other patrons praise the quality and freshness of the products, often willing to arrive early for the best selection.

The market’s staff includes a mix of seasoned workers and newer employees, such as the Stahl family duo—Mike and his son George—whose involvement has become part of the market’s social media narrative. Despite the lively atmosphere and growing patronage, John DeLuca remains candid about the broader industry’s difficulties, noting stricter regulations, overfishing, and economic pressures have made commercial fishing increasingly challenging. He describes the sector as “a dying business,” with fewer seiners operating in the area and tight margins for fishermen.

Still, the Saturday Morning Fish Market endures as a unique fixture within San Pedro’s waterfront landscape. As dawn breaks, customers leave proudly carrying their purchases, signaling a renewed enthusiasm for fresh seafood amid an evolving and often uncertain fishing industry.