From colourful lanterns and hand-woven rugs to aromatic spices and traditional ceramics, Morocco's souks and markets are a treasure trove of inspiring finds. If you’re someone who loves purchasing culturally unique souvenirs (I’m not talking about fridge magnets and mugs here) or is even remotely interested in homewares and interior design, my word of advice is this: leave plenty of space in your luggage when heading abroad to Morocco!
Before you dive head-first into the maze of Moroccan souks in search of that perfect memento, it’s important to arm yourself with a little insider knowledge. In this Ultimate Guide to Shopping in Morocco, discover everything you need to know about finding the best quality items at a price that’s fair to not only you but also the maker/grower and vendor.
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BEST SHOPPING TOURS IN MOROCCO
Don't have time to read the whole article? Here's pick pick of the best shopping tours in Morocco.
Come armed with cash
When visiting Morocco, cash is king, particularly when shopping in the souks. Credit cards are accepted at some larger stores but it’s best to come armed with ample dirhams. The local currency is the Moroccan Dirham (abbreviated as dhs), with 10 dhs currently around 1 Euro / 1 USD / 1.5 AUD / 0.8 Pounds. At some stalls (particularly in Marrakech), you’ll find prices listed in multiple currencies.
Haggling is all part of the experience
Negotiating is part of the Moroccan shopping experience and in most cases, vendors will start with an inflated price, expecting you to haggle for a lower one. I know it can feel awkward at first and some people shy away from haggling, but I assure you that no one will be offended if you try!
Start by offering about half of the original quote, then expect the vendor to counter that with a price somewhere between the two. If the price still feels too high after you’ve gone back and forth a few times, thank them and walk away. If they call you back to continue negotiations, your gut instinct was right! If not, then you’re probably asking below what is an acceptable price.
If you have your heart set on purchasing something in particular, it’s a good idea to scout prices at a few different shops before committing. Vendors near main squares and tourist hotspots tend to charge higher prices while those in small, side alleys sometimes offer better deals. Remember, everyone is just trying to make a living and support their families, so don’t haggle them into the ground!
In some stalls, you will see signs indicating “fixed prices”, so resist the urge to haggle over the cost. This is the case at the Ensemble Artisanal in Marrakech, which is located a few minutes’ walk from the Koutoubia Mosque. This government-run complex houses workshops where master artisans teach and sell their crafts directly to visitors at fair, fixed prices.
The same experience is on offer at the Ensemble Artisanal in Chefchaouen’s Place El Makhzen. Here you can browse everything from colourful Riffi blankets to painted ceramics and silver jewellery inlaid with stones. They are both great places to browse artisan goods without feeling pressure to buy and, in some cases, you can chat with the artisans as they work. Some tourists visit to get a sense of fair prices before heading into the souks to try their hand at bartering.
To tea or not to tea
When shopping in Moroccan souks, it’s not uncommon for vendors to invite you in for a cup of tea, which is as much a cultural experience as a sales tactic. If you’re interested in their wares, don’t hesitate to pull up a stool and accept the invitation - the conversation can be as insightful as the merchandise. But if you're just browsing with no intent to buy, politely decline and let them know you appreciate the hospitality but aren't in the market today.
Where to shop in Morocco
Where to buy what in Morocco
While different cities and towns specialise in different artisan products, you can find almost everything in Marrakech. It has been a trade hub for centuries and its souks are second-to-none. That being said, prices can be higher here due to the large numbers of tourists, many of whom are visiting for a long weekend and don’t have the opportunity to shop around.
If you’re short on time and want professional help, I’d highly recommend this Hidden Souks of Marrakech shopping tour. Simply let your guide know what you’re interested in buying and they’ll get you to little-known souks selling the best-quality goods. There’s no obligation to purchase and they’ll help you with the haggling process if you need, as well as transporting goods back to your riad or hotel. With consistently 5-star reviews, it’s one of the best-rated shopping tours in Marrakech.
To learn more about visiting Marrakech, including things to do and the best places to stay, check out my Ultimate Travel Guide to Marrakech.
Similarly, Fes is a popular destination for buying traditional handicrafts, with the leather goods from here particularly revered. You’ll also find a great choice of pottery and zellige tiles. It’s easy to get lost in the maze-like alleys of Fes, so if you want a little help, book this private Handicrafts and Shopping Tour. Along the way, you’ll visit family-run stores and craft workshops where you can meet and chat with the local artisans.
My Ultimate Travel Guide to Fes is packed with info about things to do in the city, as well as transport logistics and the best places to stay.
If you’re into antiques, head to Tangier, which is a treasure trove for vintage lovers. This gateway city is also a great place to pick up woven goods and Riffian-style tasselled hats. Chefchaouen is another wonderful place for Riffian goods, including woven throws in bright blues and reds.
For argan oil, I’d recommend looking in the markets of Agadir and Essaouira, both of which are close to Morocco’s argan-growing areas. Essaouira is also notable for its thuya wooden boxes and gnaoua instruments, as it’s here that the Gnaoua World Music Festival takes place each year.
Rabat is a great place for picking up pottery (as many ceramics workshops are located here), as well as antiques left over from the French colonial years. For high-end clothing, the boutiques of Casablanca can’t be beaten, with many fusing traditional Moroccan fashion with modern trends. Tailored shopping tours of Casablanca are a great way to navigate this sprawling city and find exactly what you’re after.
Best things to buy in Morocco
Best things to buy in Morocco
Leather goods
The scent of leather permeates Morocco's souks, with craftsmen still plying their trade as their ancestors did years ago. You'll find leather in all shapes, sizes and colours crafted from various hides, including camel, cow, sheep and goat. Prices vary depending on the material, craftsmanship and the final product, with the souks of Marrakech and Fes offering the biggest range.
In addition to sand-hued suede jackets and dark tan handbags, you’ll find babouche slippers in a rainbow of colours and buttery soft poufs perfect for lounging. Whatever leather keepsake you choose, it will forever rekindle memories of wandering the souks and breathing in that warm, earthy aroma.
If something doesn’t fit quite right, feel free to ask for modifications if time permits or even have something crafted just for you. It will cost a little extra but the prices in Morocco are still very reasonable compared to many other countries.
For a medium bag, expect to pay at least 500 dhs. Babouches cost from 80 dhs while leather jackets are around 1500-2000 dhs. The price of poufs varies based on size and leather grade, ranging from 150 to 300 dhs.
Lanterns
Of all the tempting things there are to buy in Morocco, it was the lanterns that had me enchanted. Embossed with hundreds of tiny holes, these gorgeous lighting fixtures create a magical glow when lit. From Essaouira to Fes, shop owners eagerly demonstrate this alluring effect with lanterns in endless shapes, sizes and designs. In addition to huge hanging pendants, you’ll also find free-standing tableside lamps.
A word of warning - not all lanterns are created equal, so be sure to inspect them closely before purchasing. Superior craftsmanship and quality materials are apparent in lanterns that feel sturdy versus those that seem as though they could bend in your hand. For a lightweight lamp, expect to pay anywhere from 100-500 dhs. Heavier ones start from around 300 dhs (for a small lantern) up to around 2000 dhs (for a large one).
Best souvenirs to buy in Morocco
Argan oil
This aromatic elixir, made from the nuts of the spiny Argania tree, has been produced in southwestern Morocco for centuries and, in recent years, has become the country’s signature product. Not only is it used in cooking but also in beauty routines for its moisturising and anti-aging properties.
As demand grew in the early 2000s, argan oil became recognised globally as a luxury skincare ingredient and foreign companies invested in large-scale production. Unfortunately, this diverted profits away from the rural Amazigh women who had traditionally produced argan oil through labour-intensive methods.
To obtain argan oil, the tree's fruits are harvested and dried in the sun until the soft pulp falls away. The remaining nuts are then cracked open by hand to reveal the kernels within. Traditionally, these kernels were ground by a stone mill into a rich, nutty oil praised for its versatility.
Recent efforts by NGOs and the government have helped local cooperatives gain access to equipment and compete in the argan oil market. These measures help ensure that profits flow back into the community. When purchasing argan oil in Morocco, check for signs of quality and authenticity, ensuring your money is going to those who need it most.
Prices vary depending on the year’s production but expect to pay anywhere from 50 dhs upwards for 100mL. Agadir, Essaouira and towns/villages in the argan growing region are the best places to pick up a bottle of this liquid gold.
Amazigh rugs
From the winding alleys of the Marrakech medina to the sun-kissed sands of the Sahara, Morocco's storied legacy of rug-making is on vivid display. Master artisans (often women) meticulously hand-knot vibrant crimson and saffron threads into intricate patterns echoing the country's rich Amazigh heritage and each carpet tells a story reaching back thousands of years.
While you can easily purchase a rug in the souks of Marrakech or Fes, I’d highly recommend making an excursion to a local cooperative. Not only will you walk away with a beautiful carpet at a fair price but you’ll gain an authentic cultural experience that directly supports the talented weavers who keep this ancient tradition alive.
With no middlemen or markups, you'll find rugs of superior craftsmanship and quality compared to more commercial shops AND at a better price. That being said, it’s important to be aware that handwoven Moroccan wool rugs are an investment and if you’re paying less than 1,000 dhs, it’s either of poor quality or the maker is getting a bad deal. You should plan on spending a few hundred dollars/euros for one that will withstand the test of time and become a family heirloom.
Guide to shopping in Morocco
Ceramics
Moroccan ceramics have a rich history stretching back thousands of years, incorporating influences from the Islamic and Spanish cultures that have left their mark on the Maghreb region. In addition to traditional tagines, you’ll find ornate platters for serving couscous, decorative vases and beautifully painted ceramic boxes.
The two main centres of ceramic production are Fes and Safi. Fes is known for more elaborate, decorative wares, while Safi produces the iconic white and blue pottery that is synonymous with Morocco. However, ceramics can be found across the country in markets and souks, as well as in upscale boutiques. Expect a handmade, artisanal look with slightly rough edges, something that only adds to the charm.
While small bowls can cost as little as 20 dhs, tajines are more like 100 dhs. When driving around the country, you’ll likely see stalls seemingly in the middle of nowhere with a kaleidoscope of colourful ceramics displayed outside. In some villages, you can even poke your nose into ceramics workshops to see the artisans in action.
Rose oil/water
The area around Kalaat M’Gouna and the Dades Valley is famed for its flowers, in particular roses. If you’re travelling through these areas, you’ll likely smell rose oil being distilled before you see it for sale at roadside stalls.
Distilled rose oil is usually more expensive than extracted oil, although the latter often has a stronger scent. Deciding which one to purchase comes down to personal preference. In addition to rose oil, you can find rose water, which is a byproduct of the rose oil production process and a common ingredient in skin products.
If you’re visiting Morocco during the rose harvest and travelling around Dades and Todra, keep an eye out for rose petal hearts being sold by the side of the road. In May, the area ignites with the three-day Rose Festival, which includes parades, live music and Amazigh cultural demonstrations.
Morocco shopping tips
Zellige tiles
A highlight of exploring Morocco’s architectural gems is marvelling at the zellige, a style of mosaic tilework of varying colours and patterns. While transporting an entire tiled wall back home is unrealistic, smaller tile pieces make for perfect souvenirs. Zellige tiles are ideal for kitchen splashbacks and this is a manageable amount to ship home.
Each Moroccan tile is a handcrafted work of art, with it taking around 10 years for craftsmen to progress from apprentice to master. It all starts by massaging unrefined clay from the Atlas Mountains with water, then shaping each tile by hand and leaving them to bake in the North African sun. Once fired, these biscuit tiles are glazed in vivid hues echoing the spices and dyes of the region. Finally, the glazed tiles are cut into varied shapes and sizes.
Fes and Tetouan are the best places to purchase zellige tiles and the prices vary widely depending on the size and complexity of the design.
Teapots and tea sets
Tea plays an important role in Moroccan culture and really is the heart and soul of the country’s hospitality. No trip is complete without sipping on a cup of lovingly made mint tea - a ritual that has defined connection in this region for centuries.
It’s also possible to take this experience home in the form of a Moroccan teapot and/or tea set. Elaborate silver teapots brew the blend, which is then poured into ornate glasses resting on decorative trays. You can find handblown glasses in a variety of alluring colours, some with gilded decorations, as well as gorgeous trays that are not only practical but make evocative wall features.
When it comes to teapots, weight is key in finding an authentic Moroccan creation as there are a lot of cheap knockoffs churned out in China. These tend to be much lighter in weight, so look for one that feels hefty and strong. Aside from beautiful teapots with ornate feet, you’ll find ones with rounded bases, which are designed for brewing on gas stoves.
Things to buy in Morocco
Thuya wooden boxes
The thuya trees of Morocco are a sight to behold, especially around the coastal town of Essaouira where entire forests flourish. These fragrant cypress trees yield precious, aromatic wood that Moroccan artisans have been crafting into exquisite objects for centuries. From tiny trinket boxes to ornate side tables, thuya wood lends itself to an endless array of creations.
Yet it is through the intricate art of marquetry that thuya is shown in its full glory, inlaid into tea tables and other furnishings in elaborate patterns. Sadly, excessive harvesting means large pieces are now scarce. But smaller thuya objects can still be found in the souks of Essaouira and make for an ideal souvenir.
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