Shopping in Jaguaruna is a low-key and relaxed experience, reflecting the municipality's small-town atmosphere and coastal lifestyle. Unlike large metropolitan centers filled with luxury boutiques, the shopping scene here focuses on practicality, local crafts, and beachside essentials. Visitors will find that the city caters primarily to daily needs and the seasonal influx of tourists, offering a selection of friendly, family-owned businesses rather than international chains.
The primary commercial hub is located in the City Center (Centro), particularly along and around Avenida Duque de Caxias. This main thoroughfare is lined with a variety of stores, including clothing boutiques, pharmacies, hardware stores, and supermarkets. It is the best place to stock up on supplies or find general apparel. During the summer season, the focus shifts to the coastal districts, specifically Balneário Arroio Corrente. Here, the streets near the beach fill with small shops selling swimwear, surf gear, flip-flops, and summer accessories, catering specifically to vacationers looking to enjoy the sun and sea.
Travelers looking for a comprehensive shopping mall experience will need to travel a short distance outside the city limits. Jaguaruna itself does not house large shopping centers. However, the neighboring city of Tubarão is just a 15 to 20-minute drive away and is home to Farol Shopping. This large regional mall offers a cinema, a food court, and a wide range of national retail brands, making it the go-to destination for residents and tourists wanting a full day of retail therapy.
For a more authentic local experience, the markets and specialty food stores are the true highlights of Jaguaruna. Given the city's reputation as a fishing hub, the local fish markets (peixarias) are excellent places to shop. Visitors can purchase incredibly fresh seafood, including the region's famous shrimp and mullet (tainha), often at prices much lower than in larger cities. Additionally, weekly farmers' markets in the center offer fresh produce, homemade cheeses, and artisanal baked goods, providing a taste of the rural culture that surrounds the lagoons.
When searching for souvenirs, the best items to bring back are those that represent the local culture and geography. Handicrafts made from sea shells are common and make for charming, affordable keepsakes. Due to the strong surf culture at the Parcel da Jaguaruna, surf shops often sell locally branded t-shirts and gear that appeal to wave enthusiasts. Food items also make great gifts; look for artisanal manioc flour (farinha de mandioca) produced in the region's historical mills, or bottles of locally produced honey and cachaça.
Store opening hours in Jaguaruna generally follow standard Brazilian business practices. Most street shops in the center are open from 9:00 AM to 6:00 PM on weekdays, and from 9:00 AM to 12:00 PM on Saturdays, closing on Sundays. Supermarkets tend to stay open later, often until 8:00 PM or 9:00 PM. During the peak summer season (December to March), shops in the beach districts (balneários) often extend their hours into the evening and may open on weekends to accommodate tourists.
Payment methods are modern and convenient. The vast majority of establishments, including supermarkets, restaurants, and most small shops, accept credit and debit cards (Visa and Mastercard are the most common). The Brazilian instant payment system, PIX, is also widely used. However, it is advisable to carry some cash (Brazilian Reals) when visiting smaller beach kiosks, craft stalls, or buying fresh seafood directly from fishermen, as they may not always have card machines.
Regarding tax-free shopping, tourists should be aware that Brazil does not have a widely accessible VAT refund system for international visitors in smaller towns like Jaguaruna. Tax-free shopping is generally not applicable here, and the price displayed on the tag is the final price you will pay.