Shopping in Fez is less of a simple transaction and more of a cultural immersion. As the artisanal capital of the country, the city is world-renowned for its traditional craftsmanship, particularly in leather, ceramics, and metalwork. Visitors will find that the shopping experience is divided between the chaotic, vibrant atmosphere of the ancient souks and the structured, modern retail environments of the new city. Whether you are hunting for a unique handmade rug or browsing international fashion brands, Fez offers a diversity of goods that caters to all tastes.
The primary shopping destination for tourists is undoubtedly Fes el Bali, the old medina. Here, the two main arteries, Talaa Kebira and Talaa Sghira, serve as the backbone of commerce. These long, winding streets are lined with hundreds of small shops and stalls selling everything from spices to slippers. For a more contemporary experience, the Ville Nouvelle offers wide boulevards like Avenue Hassan II, where you can find modern boutiques, shoe stores, and fixed-price shops that provide a break from the intensity of the old town.
For those seeking a familiar western-style shopping experience, the Borj Fez Mall is the city's premier modern shopping center. Located conveniently between the old and new cities, it houses a wide range of international clothing brands, a large supermarket, and a food court. It is an excellent place to visit if you need to purchase travel essentials, electronics, or simply want to shop in an air-conditioned environment with fixed prices.
The true magic of shopping in Fez, however, lies in its specialized souks (markets). The Henna Souk is one of the most picturesque, known for selling natural cosmetics, henna, and traditional ceramics under the shade of ancient plane trees. The Souk el Attarine is a sensory delight filled with mounds of colorful spices, dried fruits, and perfumes, while the Souk Seffarine echoes with the sound of coppersmiths hammering metal into beautiful trays and pots. Exploring these distinct markets allows you to see the artisans at work, adding a layer of appreciation to every purchase.
When it comes to souvenirs, leather goods are the city's hallmark claim to fame. You can find high-quality jackets, bags, and traditional babouche slippers at a fraction of the price you would pay elsewhere. Fassi pottery, famous for its intricate blue and white geometric patterns, is another must-buy item. Other popular treasures include hand-woven Berber carpets, intricate brass lamps, and bottles of pure Argan oil.
Most shops in the medina open around 9:00 AM or 10:00 AM and stay open until late in the evening, often around 8:00 PM. However, keep in mind that many businesses close for the midday prayer on Fridays, and some may remain closed for the rest of the day. In the modern Ville Nouvelle and malls, hours are more consistent, typically from 10:00 AM to 9:00 PM.
Regarding payment, cash is essential within the medina. While some larger carpet or leather emporiums may accept credit cards, the vast majority of small stalls deal only in Moroccan Dirhams. In the Ville Nouvelle and Borj Fez Mall, credit cards are widely accepted. Haggling is a fundamental part of the culture in the souks; it is expected that you will negotiate the price, often starting at half the initial offer, to reach a fair agreement. Finally, a tax-free shopping scheme exists in Morocco for tourists; look for stores displaying the "Tax-Free" sign, though this is mostly applicable to larger modern retailers rather than market stalls.