There could be several reasons why the "Joes surf shop" promo code didn't work. It's possible that the code has expired, or it may have specific conditions that weren't met, such as a minimum purchase amount or certain items that it applies to. It's also possible that the code was entered incorrectly. It's recommended to double-check the code and the conditions of its use. If the problem persists, reaching out to Joe's Surf Shop's customer service might be helpful. They can provide the most accurate information regarding their promo codes.