There are a few key shopping areas: central downtown, the Marina Vallarta malecón, the popular mercados, and on the beach -- where the merchandise comes to you. Some of the more attractive shops are 1 to 2 blocks in back of the malecón. Start at the intersection of Corona and Morelos streets -- interesting shops spread out in all directions from here. Marina Vallarta has two shopping plazas, Plaza Marina and Neptuno Plaza, on the main highway from the airport into town, which offer a limited selection of shops. Although still home to a few interesting shops, the marina boardwalk (marina malecón) is dominated by real estate companies, timeshare vendors, restaurants, and boating services.

Puerto Vallarta's municipal market is just north of the Río Cuale, where Libertad and A. Rodríguez meet. The mercado sells clothes, jewelry, serapes, shawls, leather accessories and suitcases, papier-mâché parrots, stuffed frogs and armadillos, and, of course, T-shirts. Be sure to comparison-shop, and definitely bargain before buying. The market is open daily from 9am to 7pm. Upstairs, a food market serves inexpensive Mexican meals -- for more adventurous diners, it's probably the best value and most authentic dining experience in Vallarta. An outdoor market is along Río Cuale Island, between the two bridges. Stalls sell crafts, gifts, folk art, and clothing.

Along any public beach, walking vendors will probably approach you. Their merchandise ranges from silver jewelry to rugs and T-shirts to masks. "Almost free!" they'll call out. If you're too relaxed to think of shopping in town, this can be an entertaining alternative for picking up souvenirs, and remember: Bargaining is expected. The most reputable beach vendors concentrate at Los Muertos Beach in front of the El Dorado and La Palapa restaurants (Calle Pulpito).

In most of the better shops and galleries, shipping, packing, and delivery to Puerto Vallarta hotels are available. Some will also ship to your home address. Note that while bargaining is expected in the mercados and with beach vendors, stores generally charge fixed -- and fair -- prices for their wares.

Clothing--Vallarta's single true department store is LANS, with branches at Juárez 867 (tel. 322/226-9100; www.lans.com.mx), and in Plaza Caracol, next door to the supermarket Gigante, in the Hotel Zone (tel. 322/226-9100). Both offer a wide selection of name-brand clothing, accessories, footwear, cosmetics, and home furnishings. Along with the nationally popular LOB, Carlos 'n' Charlie's, and Bye-Bye brands, Vallarta offers a distinctive shop featuring original designs.

Contemporary Art--Known for sustaining one of the stronger art communities in Latin America, Puerto Vallarta has an impressive selection of fine galleries featuring quality original works. Several dozen galleries get together to offer art walks almost every week between November and April.