Shopping in Sundsvall offers a delightful contrast between strolling through historic, stone-paved streets and exploring one of Sweden's largest modern retail hubs. As the commercial center of Västernorrland, the city attracts visitors from across the region who come to enjoy a diverse range of stores, from unique local boutiques to major international chains. Whether you are looking for high-end fashion, interior design items, or traditional handicrafts, the city provides a shopping experience that caters to every taste and budget.
The heart of the shopping scene is located in Stenstan, the Stone City. Here, the main pedestrian street, Storgatan, is lined with magnificent 19th-century architecture housing a variety of shops. Walking down this avenue is an experience in itself, allowing you to browse through fashion outlets, bookstores, and cozy cafes while admiring the grand facades. For a more concentrated experience within the city center, you can visit In:Gallerian, a stylish shopping mall located right in the middle of town, offering a curated selection of apparel and lifestyle brands under one roof.
For those seeking a massive variety of options, a visit to Birsta is essential. Located approximately 8 kilometers north of the city center, this is one of the largest shopping districts in Northern Sweden. The crown jewel here is Birsta City, a sprawling shopping mall with over 90 stores, restaurants, and cafes. The area is also home to an IKEA department store and numerous large-scale electronics and home improvement outlets. It is easily accessible by a short bus ride from the city center, making it a convenient destination for a full day of retail therapy.
If you prefer a more traditional atmosphere, the historic Stora Torget serves as the city's marketplace. Throughout the year, this grand square hosts various market stalls selling fresh flowers, seasonal produce, and local delicacies. It is particularly vibrant during the summer months and the festive Christmas season, when the square fills with vendors offering artisanal goods and regional foods, providing a perfect opportunity to mingle with locals.
When searching for the perfect souvenir, look for items that reflect the local culture. Sundsvall is known as the "Dragon City," so you will often find small dragon figurines or dragon-themed memorabilia in local gift shops. Another excellent place to find authentic gifts is the shop at the Norra Berget Open-Air Museum, which specializes in traditional handicrafts, Sami art, and locally produced food items. Don't forget to buy some tunnbröd (traditional flatbread), a staple of the region that makes for a delicious edible souvenir.
Most shops in the city center are open from 10:00 AM to 6:00 PM on weekdays and from 10:00 AM to 4:00 PM on Saturdays, with many closing or having reduced hours on Sundays. The larger malls in Birsta typically offer extended opening hours, often staying open until 8:00 PM on weekdays and welcoming customers on Sundays as well. Be aware that Sweden is rapidly becoming a cashless society; the vast majority of shops and cafes prefer or exclusively accept credit and debit cards. Visitors from outside the EU may be eligible for tax-free shopping at participating stores, so look for the Global Blue signage in windows to claim a refund on your purchases.