Written by Amy French, Ph.D., a professional historian and longtime traveler who has explored Florence’s museums, neighborhoods, artisan workshops, markets, and historic businesses.
Florence is one of the best cities in Italy for travelers who enjoy shopping. The city has been associated with craftsmanship, trade, fashion, leatherworking, goldsmithing, paper, perfume, and decorative arts for centuries. Today, you can still find artisans practicing traditional crafts, historic businesses selling products connected to Florence’s past, and contemporary designers carrying those traditions in new directions. Who knows? Savvy shoppers may purchase a work of art from the next Michelangelo, a pair a shoes from the next Salvatore Ferragamo, or a handbag from the next Guccio Gucci. Whether you are searching for a handmade leather bag, jewelry, art, fashion, or simply a memorable souvenir, this guide will help you understand Florence shopping, so you can, hopefully, come home with something worth remembering.
What to Buy in Florence
| If You Want… | Shop For… | Best Area to Explore |
| A classic Florence souvenir | Leather | Santa Croce and established workshops |
| Jewelry | Gold and artisan pieces | Ponte Vecchio and beyond |
| Luxury fashion | Italian designer goods | Via de’ Tornabuoni |
| Authentic art | Art, ceramics, paper, jewelry | Oltrarno |
| Perfume and beauty products | Historic and artisan fragrances | Santa Maria Novella area |
| Food souvenirs | Olive oil, pasta, wine, sweets, and other specialties | Mercato Centrale and local food shops |
| Something easy to pack | Paper, perfume, soap, prints, or jewelry | Throughout the historic center |
If you’re looking to take home a piece of Florentine’s heritage, here are some categories that I put at the top of the list.
Florentine Leather
There are many good leather shops around town. Some specialize in leather jackets, some in gloves (like Madova Gloves on via Guicciardini), and many feature purses (my favorites come from Scuola del Cuoio behind Basilica di Santa Croce). My favorite experiences though are when I can see products being made. For a really fun experience, where you can take home memories and an authentic leather product, you might consider taking a leather workshop. GetYourGuide has many different Florentine tours offered, like the “Sustainable Leather Workshop.”
Gold and Jewelry
Florence’s history of gold-smithing is impossible to miss around the Ponte Vecchio, where jewelers have long been part of the landscape. The prices for jewelry here are a little inflated, but the ambience is priceless. The bridge is worth visiting whether you plan to buy anything or not; travelers interested in jewelry though should explore beyond the old bridge. Florence has a long tradition of skilled jewelry design, and shoppers can find everything from classic Italian gold to contemporary artisan pieces. There are jewelers like Alessandro Dari in the San Niccolo area who are doing really unique designs. Paolo Penko makes historic pieces in the traditional Florentine technique. Pestelli has some neat pieces at reasonable prices. Stores like Mio Concept Store, which features various types of art and goods from Florentine artists, also offer some really great jewelry from locals.
Perfume, Soaps, and Italian Beauty Products
Florence has a long connection to perfumes, herbal remedies, and beauty products, thanks in part to medieval and Renaissance monks cultivating herbs and experimenting with plants to create medicinal preparations, balms, and scented waters. The most famous is Officina Profumo Farmaceutica Santa Maria Novella, founded by Dominican friars. The business gained prestige after creating a fragrance for Catherine de’ Medici and officially opened its pharmacy to the public in 1612. Today, visitors can shop for perfumes, soaps, skincare products, candles, and other items while admiring the historic interiors and museum. For a really fun and immersive experience, check out the “Florence Perfume Masterclass and Sensory Experience.” You can book here: https://www.getyourguide.com/s?partner_id=CMSFGKK&utm_medium=online_publisher&et=62177&lc=32
Handmade and Marbled Paper
Florence is a wonderful destination for travelers who love bookbinding, handmade marbled paper, journals, and other beautiful things made of paper. Some workshops are open to the public and you can watch skilled crafters practice their trade. At bookbinder and paper maker Alberto Cozzi, the company still uses the practices from when they opened in 1908 to handcraft their gorgeous marbled paper. Picking up stationary here will be a treat. Another place for writers or papyrophiles is Signum. Their journals are lovely and their globes are pretty neat, too. If you want to try your hand at paper marbling and learn from an artisan, consider booking a paper marbling workshop. Book here: https://www.viator.com/tours/Florence/Paper-Marbling-A-Florentine-Artisan-Tradition/d519-467964P1?pid=P00161535&mcid=42383&medium=link&medium_version=selector
Pietre Dure and Florentine Mosaics
One of Florence’s most remarkable artistic traditions is pietre dure, the intricate decorative technique that uses carefully cut pieces of colored stone to create images and patterns. The resulting work can be extraordinarily detailed—and extraordinarily expensive. If you are interested in purchasing pietre dure, look for information about how and where the piece was made. The craftsmanship is part of what makes the object special. Across the Arno River in the Oltrarno area, I enjoy seeing the mosaic furniture at Pitti Mosaici (across from Pitti Palace). Their mosaic-topped tables are phenomenal (and expensive…beauty isn’t cheap). In the Duomo area, Scarpelli Mosaici has some neat pieces.
Italian Fashion
Many Italian high fashion houses have their roots in Florence, like Salvatore Ferragamo (my favorite), Gucci, and Emilio Pucci. Thanks to a Florence runway show in the early 1950s, the fashion world became to relate goods made in Italy as synonymous with high quality. For haute couture and some of the finest stores around, stroll along via Tornabuoni. For something less pricey though, there are plenty of smaller shops and designers carrying more moderately-priced fashion. Other good shopping streets are via della Vigna Nuova and via della Spada in the Centro Storico and Borgo San Jacopo in the Oltrarno. After years of shopping in Florence, I still find it a bit overwhelming. You may want to book a fashion tour in order to get the lay of the land from a local. GetYourGuide offers several options like the “Florence: Vintage Shopping Tour with Personal Stylist.” You can book here: https://www.getyourguide.com/florence-l32/florence-vintage-shopping-tour-with-personal-stylist-t1319900/?partner_id=CMSFGKK&utm_medium=online_publisher
Art and Other Artisan Goods
Florence is filled with artists and craftspeople, and visitors can find ceramics, prints, paintings, sculpture, decorative objects, and all manner of handmade goods. For modern art, head over to Clet Abraham’s studio in San Niccolo. There you can buy stickers and prints of his famous street sign art that is featured all over Florence. While you’re in the neighborhood, wander around…artist studios abound. You can find artists dealing in all sorts of media, including paint, marble, ceramics, and more. Stop by Studio Galleria Romanelli for marble sculptures ranging from small to grand. For prints and etchings, visit L’Ippogrifo in the Oltrarno.
Where to Shop in Florence
The best place to shop in Florence depends largely on what you want to buy. Via de’ Tornabuoni is the place for luxury brands and high fashion, while the area around the Ponte Vecchio is known for gold, jewelry, and tradition. Around the Duomo and Santa Maria Novella, you’ll find a convenient mix of Italian brands, beauty products, gifts, souvenirs, and more affordable options. For artisan goods, art, leather, jewelry, and distinctive handmade purchases, head across the Arno to the Oltrarno, where some of Florence’s best shopping experiences come from wandering into a shop you never planned to visit. For an exceptional experience, consider booking LivTours’ “Florence Artisan Tour.” A local expert will take you to three workshops where you will see a demonstration of marbling techniques, visit a family of leather workers, and discover the art of painting in stone. With our link and code AMYRH10, you can save 10% off two or more tours from Liv. https://livtours.com/tours/florence-artisan-tour-traditional-local-artisan-experience?af_code=E1DDN61
Florence Markets: Where Do Locals Shop?
Florence’s markets are an important part of the city’s character and offer everything from fresh food and local specialties to antiques, vintage finds, and souvenirs. Mercato Centrale, housed in a building dating from the 1870s, is an excellent stop for food lovers, with vendors selling meat, produce, pasta, spices, olive oil, and other Italian specialties, including Da Nerbone’s famous lampredotto sandwiches. Upstairs, the historic market has been transformed into a modern food hall where visitors can sample pizza, pasta, arancini, salumi, wine, pastries, and other Italian favorites. For a more local atmosphere, head to Mercato Sant’Ambrogio, which has operated since 1873 and offers food stalls alongside nearby flea market shopping. If you enjoy antiques, books, prints, vintage items, and unexpected treasures, check local piazzas for Sunday markets and special events, particularly around Piazza Santo Spirito and other parts of the city. A fun way to see Florence’s markets is on a food tour with a local, Viator has a lot of options. Check them out here: https://www.viator.com/searchResults/all?text=Florence+food+market+tour&pid=P00161535&mcid=42383&medium=link&medium_version=selector
VAT and Tax-Free Shopping in Florence
One potential benefit for non-EU visitors shopping in Italy is the ability to claim a refund on qualifying purchases through the tax-free shopping process. The basic idea is simple: the price of many goods in Italy includes VAT, or value-added tax. Eligible visitors who meet the requirements may be able to recover part of that tax when taking qualifying purchases out of the European Union.
Generally, you will need to:
- Shop at a participating retailer.
- Meet the applicable minimum purchase requirements (70.01€ in one purchase).
- Ask for the tax-free shopping paperwork at the time of purchase.
- Provide the identification or information required by the retailer.
- Keep your receipts and paperwork.
- Have the necessary documentation processed before leaving the EU.
- Follow the refund provider’s procedures to receive your refund.
Important Things to Remember The refund is not usually equal to the full VAT rate. Processing fees and other deductions may reduce the amount you actually receive. Ask at the store for detailed instructions on how to get your refund. Let them know when you are leaving the country and from where, so they can best advise you. Do not pack qualifying goods into checked luggage without making sure that you will be able to go through the customs process first…sometimes you have to show your purchased items when you’re processing your VAT receipt. Because tax-free shopping rules, minimum purchase amounts, procedures, and providers can change, check the current requirements before your trip or before making a major purchase.
Florence Shopping FAQ
What is Florence famous for when it comes to shopping?
Florence is particularly known for leather goods, gold and jewelry, fashion, handmade paper, marbled stationery, perfume and beauty products, artisan crafts, and pietre dure. Travelers from around the world go to Florence to buy leather goods, jewelry, Italian fashion, perfume, beauty products, Tuscan wine, and art. The best shopping experiences often involve visiting established workshops, like those binding books or marbling paper, and historic businesses where you can learn how traditional Florentine crafts are made. Look for stickers in the window that state “Esercizi Storici” or to know that you’re visiting an actual historic store.
What should I buy in Florence?
That depends on your interests and budget, but handmade leather goods, jewelry, perfume, marbled paper, artisan crafts, ceramics, food products, wine, and Italian fashion are all good places to start. One of the great things about shopping in Florence is that you can see how things are made and learn the history behind them. For an exceptional experience, consider booking LivTours’ “Florence Artisan Tour.” You will meet the artisans of Florence on this private tour of the city. A local expert will take you to visit three workshops where you’ll discover the men and women keeping traditional century-old practices alive. You will see a demonstration of marbling techniques, visit a family of leather workers, and discover the art of painting in stone. With our link and code AMYRH10, you can save 10% off two or more tours from Liv. https://livtours.com/tours/florence-artisan-tour-traditional-local-artisan-experience?af_code=E1DDN61
What is the best souvenir to buy in Florence?
The best souvenir from Florence is one that connects you to the city’s history and traditions. Handmade leather, jewelry, marbled paper, perfume, artisan soap, art prints, ceramics, and other locally made crafts can all make meaningful souvenirs. For something easy to pack, consider a journal, perfume, soap, small piece of jewelry, or handmade paper. For a really fun and immersive experience to have a unique souvenir, check out the “Florence Perfume Masterclass and Sensory Experience.” You can book here: https://www.getyourguide.com/s?partner_id=CMSFGKK&utm_medium=online_publisher&et=62177&lc=32
What should you avoid buying in Florence?
Avoid assuming that every product labeled “Italian,” “Florentine,” or “Made in Italy” is handmade or locally produced. Be particularly cautious with unusually cheap leather, generic mass-produced souvenirs, products with no clear connection to a maker or workshop, and expensive purchases made on impulse. Ask questions, examine the craftsmanship, and compare options before making a significant purchase. Also, avoid buying goods that you can’t get home without a lot of expense and trouble. If you are looking to have an expert show you Florence and help you avoid scams, Florence Leather Inside, via GetYourGuide, offers a “Buy Authentic Leather and Avoid Scams” experience. You can check it out by clicking the image below:
Where is the best shopping in Florence?
For luxury fashion, my absolute favorite store started in Florence and its flagship store still serves customers–Salvatore Ferragamo. You can find Gucci (also started in Florence) nearby on Via de’ Tornabuoni. For jewelry, I enjoy Paolo Penko. For perfume and beauty, I like AquaFlor and Santa Maria Novella Pharmacy. Another favorite store of mine is Mio Concept Store, which sells all sorts of products made by Florentines.
Where can I find authentic Florentine leather?
You do not need to become an expert in leather-working before visiting Florence. To find high-quality Italian leather, look for established shops or workshops. In Florence, you find leather stores run by the same family for decades. Ask questions about where and how the product was made, and pay attention to the quality of the materials and craftsmanship. Good leather should generally feel substantial and supple rather than thin, stiff, or plasticky. Look closely at the stitching, edges, hardware, lining, and overall finishing. Don’t be afraid to ask questions about what leather was used, where the item was made, and whether the shop produces its own goods. Be realistic about price…a beautifully made leather handbag or jacket represents quality materials and skilled labor. Don’t rely on the “made in Italy” tag. To have the “made in Italy” designation, a product just has to have its last substantial transformation was made in Italy. A handbag that was mostly manufactured thousands of miles away, could qualify for the “made in Italy” stamp by having a label or strap sewn on it in Italy.
I really like the Leather School (Scuola del Cuoio) in Santa Croce, which has been run by the same family for decades. I avoid buying leather at the San Lorenzo Market. There are some good shops but they are few and far between. For good leather, consider a leather-making experience. GetYourGuide has many different Florentine tours offered, like the “Sustainable Leather Workshop.” There are other leather workshops offered by Viator or GetYourGuide
What is the best market in Florence?
The best market depends on what you want. Food lovers may enjoy Mercato Centrale, while Sant’Ambrogio can offer a more local market experience. Antique and flea markets may appeal to travelers searching for unusual finds. Personally, I love Mercato Centrale (aka Mercato San Lorenzo) and shop there regularly. A fun way to see the markets is via a tour with a local. Viator has a lot of options. Check them out here: https://www.viator.com/searchResults/all?text=Florence+food+market+tour&pid=P00161535&mcid=42383&medium=link&medium_version=selector
Can I bargain in Florence? Is it okay to haggle over price?
Sometimes you can haggle over price, albeit rarely, and context matters. In a fixed-price boutique or established artisan shop, do not expect bargaining. The price reflects the product, the craftsmanship, and the business. At some markets, there may be more flexibility. If you want to negotiate, recognize that haggling is not appropriate in every situation. And personally, I would not try to negotiate aggressively with an independent artisan who has just spent hours creating the item you want to buy. You might find they won’t sell to you (I’ve seen it happen) because their labor was insulted. If I feel that prices might not be firm, I generally will ask if there is a cash discount (which is why I advocate carrying cash). I’ve found that to work better than just asking for a discount.
How can I tell if something is really made in Florence?
Ask the seller where it was made, who made it, and how it was produced. Look for information about the workshop and craftsmanship rather than relying only on a Florence-themed label or sign. A product made in Italy may have been produced anywhere in the country…or even outside the country (the made in Italy label applies if only the last transformation occurred in Italy). If buying something specifically because you want a Florentine product, ask more detailed questions.
Why are there jewelry stores on Ponte Vecchio?
The Ponte Vecchio has hosted commerce for centuries, although its earliest shops were not filled with gold and jewelry. Butchers and other merchants once occupied the bridge. That changed when the Medici ordered Giorgio Vasari to create a passage connecting their home (Pitti Palace) with their work. This passage, known as the Vasari Corridor, let the Medici walk above the Ponte Vecchio and the streets of Florence, so they didn’t have to fear assassination by walking among the people. The odors from the shops got to the Medici, however, so, in 1593, Grand Duke Ferdinando I ordered smelly trades to leave the Ponte Vecchio and replaced them with odorless shopkeepers, like jewelers. More than four centuries later, jewelry shops remain one of the Ponte Vecchio’s defining features. Today, you can walk like the Medici over the stores on the Ponte Vecchio by taking a tour of the Vasari Corridor. If you’re looking for a guided tour, check out “Unlock the Uffizi: Guided Tour plus Secret Vasari Access Option.” Book here: https://www.viator.com/tours/Florence/Uffizi-Gallery-Tour-with-Optional-Vasari-Corridor-Access/d519-410267P13?pid=P00161535&mcid=42383&medium=link&medium_version=selector
Can tourists get a VAT refund in Italy?
Eligible non-EU visitors may be able to claim a refund on qualifying purchases through Italy’s tax-free shopping system. Requirements and procedures apply, so ask the retailer for the necessary paperwork and verify current rules before your trip. The amount you receive depends on the purchase, applicable rules, and any processing fees charged through the refund system. Do not assume you will receive the full VAT amount back. Retailers may need identification or passport information to prepare tax-free shopping documentation, so it is a good idea to have the necessary information available when making a qualifying purchase.
Where should I shop if I only have a few hours?
Florence is an excellent city for short-stay visitors because so much of the historic center is walkable. If you are visiting Florence from a cruise ship, on a day trip, or with only a few hours to spare, do not try to shop everywhere. Instead, choose one or two priorities. If you want luxury goods, head toward Via de’ Tornabuoni and the surrounding streets. If you want jewelry, explore around the Ponte Vecchio, but give yourself time to compare shops if you are considering a significant purchase (also check out some of my specific recommends). If you want artisan goods, explore the Oltrarno or areas more on the outskirts of the historic center. If you want food, visit Mercato Centrale or another market that fits into your itinerary. If you want a small, easy-to-pack, but meaningful souvenir, look for: handmade paper, a journal, artisan soap, a small piece of jewelry, a print, or a locally-made decorative object. With a short time in the city, you may want to maximize your time with a tour from LivTours, The Tour Guy, Viator and GetYourGuide.
Can stores in Florence ship purchases to the United States?
Some shops may offer international shipping, particularly for larger or more expensive purchases. Ask about shipping costs, insurance, delivery times, and any potential customs responsibilities before buying though. I’ve received a nasty, unexpected customs bill before because I didn’t clarify with the store who would cover those charges.
Do Florence shops and markets accept credit cards?
Most vendors accept credit cards but I recommend carrying a little cash for minor purchases or situations where card payment is inconvenient. For one, if you do have an opportunity to bargain, it is easier to do so with cash. Secondly, you might find that the vendor’s credit card machine isn’t working…this seems to happen more frequently when the purchase is small. Before traveling, check whether your credit card charges foreign transaction fees.
Final Thoughts
The best shopping experiences in Florence are often the ones that connect you to the city. Maybe that means watching an artisan work leather. Perhaps you discover a centuries-old decorative technique, find a perfume that forever reminds you of Tuscany, or purchase a simple journal made with beautiful marbled paper. For me the goal isn’t to come home with a bunch of stuff, it is to come home with something that tells a story and reminds me of my time in Florence.
Happy travels! Amy
Planning Your Florence Trip?
Shopping is only one of the many reasons I love Florence. Before your trip, explore my guides to Florence’s museums, historic sites, neighborhoods, food, tours, and travel planning resources. If you’re planning a trip, start with my complete guide to planning a trip to Italy for help organizing your itinerary and travel details. You can also explore my Italy travel tips for practical advice before and during your trip, or visit my complete Italy travel guide for destinations, itineraries, attractions, and ideas for what to see and do across Italy.
Essential Italy Travel Tips: https://roaminghistorian.com/2025/04/06/essential-italy-travel-tips/
Amy French, Ph.D., is the voice behind Roaming Historian. A professional historian and seasoned traveler, she shares stories that blend history and travel to give readers a deeper understanding of the places they explore.
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