Shopping in Massa offers a delightful variety that mirrors the city's dual character, blending the traditional elegance of the historic center with the relaxed, vacation-style atmosphere of the coast. Visitors can find everything from high-end Italian fashion and artisan crafts to local gastronomic treasures. The city is particularly renowned for products made from the local white marble and for its rich culinary heritage, providing excellent opportunities to find unique gifts that reflect the spirit of the territory.
For those who enjoy strolling through city streets, the historic center of Massa provides a charming setting. The main commercial activity is concentrated around Piazza degli Aranci and the adjacent Via Dante Alighieri. Here, you will find a mix of historic boutiques, jewelry stores, and shoe shops nestled among ancient buildings. In contrast, the seaside district of Marina di Massa offers a different vibe, particularly along Viale Roma and the pedestrian areas near the pier. During the summer, these streets are bustling with tourists browsing through beachwear, souvenirs, and trendy clothing shops that often stay open late into the evening.
Travelers looking for a more concentrated and modern retail experience should head to the MareMonti Shopping Center. Located a short drive from the city center, this large complex is the primary destination for international brands, electronics, and household goods. It features a wide range of stores, a hypermarket, and several dining options, making it a convenient one-stop destination for families or anyone needing to purchase travel essentials in a climate-controlled environment.
Markets are an integral part of the local culture and a must-visit for an authentic shopping experience. The most famous is the weekly market in Marina di Massa, held every Friday morning. It is one of the largest in the area, drawing crowds with its stalls selling clothing, leather goods, and household items. In the upper town, the weekly market takes place on Tuesdays, focusing more on fresh produce, local cheeses, and flowers, offering a colorful glimpse into the daily lives of the residents.
When searching for the perfect souvenir, you cannot go wrong with items crafted from Carrara marble. Small statues, mortars, and decorative objects made from this pristine white stone are widely available and iconic to the region. Gastronomic souvenirs are also highly recommended; consider bringing back a piece of Lardo di Colonnata (cured pork fat), a bottle of local Candia dei Colli Apuani wine, or a jar of artisan honey from the Apuan Alps.
Store opening hours in Massa generally follow the traditional Italian schedule. Small shops typically open around 9:00 AM, close for a lunch break (riposo) between 1:00 PM and 4:00 PM, and reopen until 7:30 PM or 8:00 PM. However, the MareMonti Shopping Center and many stores in the tourist-heavy Marina area during summer often remain open throughout the day. Major credit and debit cards are widely accepted, but it is advisable to carry cash for small purchases at markets or independent cafés.
Non-EU residents visiting Massa may be eligible for a VAT (IVA) refund on purchases exceeding a certain amount at participating stores. Look for the "Tax Free" signage in shop windows and remember to ask for the necessary tax-refund forms at the checkout to present at the airport upon your departure from the European Union.