Moroccan Shopping Culture
Moroccan shopping culture is deeply entrenched within the very fabric of the nation. Shopping in Morocco goes beyond the mere act of acquiring goods, transcending boundaries to become an intricate cultural norm worthy of exploration. Morocco possesses a rich history and unique geography that have blended to create a vibrant distinct culture. Today, this is reflected in language, architectural marvels, and of course, local shopping. Indeed, the contrast of modern city centres, bustling with shoppers in designer brand stores, with the ancient medinas and their souks filled with local craftsmen and traditional produce is one of the absolute delights of both Moroccan shopping and Moroccan culture. Souks, or artisanal markets, can be found in all of Morocco’s major cities, including Marrakeck, Fez, Tangier, Agadir, and Chefchaouen. The souks in Marrakeck and Fez are recommended, as they sell a variety of intriguing handicrafts, antiques, food, and spices, sometimes selling products for laughably cheap prices. Morocco is famous for its Moroccan rugs, leather products, colourful tiles, lamps, and traditional tea sets. Moroccan rugs are a good investment to make. Buying a Moroccan rug in Morocco saves a large number of middlemen costs. Purchasing Moroccan lamps, leather products, and rugs straight from the craftsmen or the merchant in the souks is also possible and fun if you are a good haggler. The souks are brimming with delightful lamps in a huge variety of shapes, sizes and colours – look out for those bright paper lanterns! Moroccan leather products are also numerous in the souks, including slippers, bags, and belts. Many souks sell prepare colourful Berber ceramic items embellished with traditional Berber patterns.
2. Types of Markets in Morocco
Shopping in Morocco incorporates a multitude of experiences ranging from traditional handicrafts sold in dusty marketplace stalls to cutting-edge designer stores equipped with twenty-first century conveniences. This is primarily due to Morocco’s rich history, which has shaped the country into a beautiful amalgamation of new and old. At one end of the retail spectrum, modern shopping malls in Morocco’s major cities offer air-conditioned respite from the heat of summer, long opening hours, and chains that stock international brands in a hypermarket setting. However, travelers seeking to experience the true spirit of Morocco should visit a traditional souk or artisan market.
Different cities are famous for making and selling different items, and the markets are carefully organized so that items of similar type are conveniently located together. Mostly, souks are specialized markets that sell items such as carpets, glassware, musical instruments, leather, and spices. Shopping in souks is essentially bargaining in the local language, cash in hand, so brush up on your bargaining skills before you explore Morocco’s traditional markets! The major cities of Marrakech, Fes, Meknes, and Essaouira are notable for having traditional souks, while smaller towns sell specialty goods in artisan markets and ‘mellahs,’ or Jewish quarters. Shops in lesser-known towns often sell the same handicrafts as the big cities, but at much lower prices.
2.1. Souks and Traditional Markets
Traditional bi-weekly souks, such as the Thursday market in the anti-Atlas town of Tafraout, pop up out of the scrub desert. Many have their own specialty – producing the brooms and dustpans so common in Moroccan homes, or making and selling leather goods in Tiznit, or raisins in eastern Morocco, or saffron in the valleys of Fes, Ourika and Taznakht near Marrakech. Children like to spend their saving on the odd toys sold in one region or another; women buy the characteristic yellowish saffron; men buy the iron knives associated with the Jewish smiths of Tiznit, who no longer live there; and throughout the souk are stalls of food dealers dealing in basic quotidian necessities.
For Moroccan shoppers, souks are especially concentrated on Thursdays and Sundays, likely because these are Islamic market days. The souk is a space to socialize, consult, exchange news, and gossip beyond buying and selling. Children accompany their grandparents and adults meet family and friends for banter at stalls lined with colorful display. The souk’s bazaars are filled with shop stalls, some even in shanties, of small dealers who stock large inventories of hundreds of items. While souks often focus on specific items, bazaaris can specialize and stock various items. The souk has a special flavor of smells and sounds. The scents of fried food and fresh bread mingle with fragrance from spice stalls in an aromatic feast.
For visitors, Moroccan cities are most famous for their old medinas filled with traditional shops. Many medinas date back to the early Middle Ages and have changed little since then. In addition, almost every souk is organized by specialty – food, leather, metal, etc. Souks therefore make an excellent shopping experience, especially with many specialties available in a single area. Each shop offers a variety of items from various craftsmen, in a bazaar atmosphere.
2.2. Modern Shopping Malls
The modern shopping mall experience is unique. In Morocco, shopping malls have become an important feature of the urban landscape. Some of these malls are inclusive of all entertainment and activity areas. Despite an unwavering interest for outdoor traditional souks and artisanal shops, the new generation does not hesitate to visit modern shopping malls for their varied services and family-oriented experience. Shopping malls are the new public squares where locals and tourists alike shop and celebrate together. Shopping malls in Moroccan cities host a combination of classic French outlets, Western chain stores, as well as some local shops. The majority of malls feature a large hypermarket with a food court, children’s play area, cinema multiplex, and, in several locations, nightclubs. The emergence of modern shopping malls is also perceived as a response to the diversified shopping needs and tastes of the growing Middle Class who own cars and are traveling more and more in their own countries along with the increase in the number of tourists. In Rabat, the largest mall in the city offers the latest fashion trends in a highly pleasurable shopping environment. The goal is to combine urban living with the quest for comfort; it welcomes its visitors in an open-air environment, like a town center, where they can enjoy the pleasures of shopping and food. This winning formula has made it such a success with both residents and tourists. It is also home to landmark brands, outdoor sports specialists, and a second store in the capital. It is enhanced by a second shopping zone, which offers both Moroccan visitors and tourists several major entertainment attractions: the latest digital cinema, a thrilling go-kart track, and the largest family fun center in Rabat. Shopping malls are not just commercial spaces; they add social and cultural value to the city by gathering and entertaining its inhabitants.
2.3. Artisan Markets
While artisan markets can be soft highlights in the architectural framework of Medina alleyways, they are nevertheless famous for the high-quality workmanship and the variety of products on display. From pots, plates and bowls to bejeweled wooden boxes, flat-weaved rugs and piles of top-notched leather slippers featuring scroll-like designs, artisan markets have an awe-inspiring potential for beauty and authenticity, making them wonderful destinations to wander and bide time for pleasure. And even while watching artisans work in their shops as well as inside workshops on tucked-away backstreets, you’ll feel the excitement of discovery looking at artisans craft their products: third-generation potters throwing shapes on a wheel, jewellers hand-engraving filigreed patterns with minuscule chisels, blacksmiths hammering iron in a forge, dyers soaking wool in vibrant pigments, tapestry weavers knotting colourful patterns, woodworkers chiselling delicate designs. Embellished with such an overwhelming wealth of talent and creativity, artisan markets are ideally places to buy and to appreciate Moroccans’ craftsmanship skills as much as to cross paths with locals everywhere else on the road: a man haggling over the price of a copper tray with a merchant, an elder discussing the colour choice of a woven rug with a female sales assistant. But buyer beware! Even while the artisans you’ll meet around displays in shops selling directly to customers are skillful, they are not as skillful as the artisans you’ll find in cooperative-run shops who produce with cooperators. Thus, very few visitors leaving Marrakesh will really get to meet the extraordinary craftsmanship skills of Moroccan artisans.
3. Popular Shopping Destinations
Shopping is important in Moroccan culture, that is a great symbol of exchange, sharing and communication. Traveling in Morocco is above all about discovering and experiencing a rich and diverse culture and history. As an essential link which unites the traveler to the local population, shopping thus becomes one of the highlights of any trip. Part of the fun of shopping in Morocco is simply strolling through the colorful souks, jammed with shoppers and merchants engaged in lively banter and bargaining, pointing at the dazzling array of exotic wares. Exotic spices and silks, leather slippers and brass lanterns, carefully woven carpets, ornate metalwork, bright pottery, and seductive rosewater perfumes compete for attention. You will find the artists, craftsmen and merchants at work, creating their objects and you will lower the veil on their secrets before and during purchase, for their pleasure as for yours.
Marrakech is renowned for the souks that fill its medina. Marrakech is the best place to shop in Morocco, whereas the souks of a town like Fes are more focused on the handicrafts exhibited by artisans who still adhere to ancestral and very localized know-how. At the souks of Marrakech, we are in front of a bazaar more like the one in Istanbul or Cairo, with craftworks from all over Morocco literally piled up in a euphoric ensemble. The huge Jamâa el Fna square, the heart of Marrakech, is surrounded by a ring of important souks such as the Souk Semmarine, the Souk de la Koutoubia, the Souk el Atrouss, and the Souk el Kebir.
Fes is specialized in leatherwork, ceramics, and textiles, so if you go to Fes with shopping on your mind, you can find stunningly beautiful and quality craftsmanship. In addition, the Fassi craftsmen are masters of ancestral and localized know-how, with their creations differing significantly from those of Marrakech for instance. The ancient medina of Fes is now a UNESCO World Heritage site, and includes markets. Most notable are the Souk de la Tannière and the Souk el Henna.
3.1. Marrakech
Marrakech is one of the main shopping cities in Morocco, and its medina is a market district as well as a tourist hub. Visitors will almost certainly enter through the entrance to the Grande Mosquée de la Koutoubia, on the west of the square Djemaa el-Fna, from where the Koutoubia minaret is a landmark visible from afar. The mosque is an architectural gem – the first mosque built in the country, and one of the first in the world with the mobile turret-style minaret. Unfortunately, while it is forbidden for non-Muslims to enter, the inside of the mosque is simple in style, decorated with Arabic calligraphy and surrounded by a splendid garden. Next to the mosque and on our right, we find the Djemaa el-Fna square, an impressive entertainment venue which, along with the medina, has been classified as a UNESCO World Heritage Site. It is a constantly changing space filled with shops and vendors of all types. During the day, the space is full of sellers of fruit juices and pastries; around mid-day, it is filled with food stalls; in the afternoon, it is filled with snake charmers and storytellers. Finally, at night, it returns to a market stall with food vendors. During the hottest hours of the day, we suggest moving to one of the rooftop cafes that dot the square, from where you can kind of contemplate the vibrant life on the square. The closest and cheapest one is the Cafe Glacier, located on the corner of the minaret exit. If we reflect on the Berber proverb that says “he who doesn’t know Marrakech doesn’t know Moroccan life”, the Djemaa el-Fna square would be the embodiment of such a proverb.
3.2. Fes
Fes is Morocco’s oldest city and one of the world’s most ancient, intact cities. It is home to the largest Medina in the Arab world. Founded by Idriss II in 789, it became a center for trade, religion, culture, and education. Today it attracts a growing number of tourists and is known primarily for its architectural treasures, long-standing trades, and traditional Moroccan culture. Shopping in Fes means experiencing a bounty of handicrafts and glorious architecture. A satisfying experience awaits those who wish to discover the rich local culture, arts, and crafts. Renowned for its artisans, Fes is the home of the country’s traditional crafts. Known for their exceptional quality, the innumerable handicrafts represent a very important part of Fes’s culture. Explore Fes’s labyrinth and find specialty shops hidden in alleyways where you can discover film set props made of leather, fragrant local essences, the best and most fragrant Barbary figs, hand-painted ceramics, and the famous clay pots known as tagines. The Medina of Fez el-Bali is the largest contiguous car-free urban area in the world and an outstanding example of a medieval Islamic city. The oldest part of Fez was founded by Idris I in AD 789 and was settled by Muslim refugees from what is now Spain, attracting avid trade. Crossing the Medina is reminiscent of stepping into a medieval city. Exploring the narrow lanes while getting lost (which is part of the charm) is a sensory journey: spices, fruits, leather, and the oily scent of fried pastries waft from the shops and stalls, locals add their sounds and bustle, the town’s pace seems less hurried, and the atmosphere you’re in. In the heart of the Medina lies the Fes tanneries with its iconic colorful vats that are filled with animal skins curing in a mixture of lime and pigeon droppings, releasing a bad odor that keeps tourists away but not the tanners.
3.3. Casablanca
This city is not one of the first that comes to mind when you are thinking of Morocco. While it is the major port of the country and has many thriving industries, it is not recognized as a major tourist destination. It has an international airport and its own modern shopping malls, including the biggest one in Africa. In the vicinity of this mall, the main international luxury brands boutiques are located. Nevertheless, a Moroccan visitor touring the country usually stops there for a day or less.
However, due to its business activities, the city welcomes many foreign visitors passing through. Young Moroccans say it is a nice city to enjoy nightlife in (however, the word “nightlife” must be taken with precautions). You can find a selection of bars, clubs, and lounges near the beach area, but many other places also invite you in for long dance sessions. It is a modern city with no historical past. After leaving the mosque, return to the trendy shops of an ocean-side promenade with palm trees and cafés that has undergone major renovation.
The hustle and bustle of visitors will lead you back to the district, a lively residential area set around a long avenue filled with trendy shops. Entering the new market area that connects to the lively district, be sure to stop by its main square. You should note that since the free trade accord signed between Morocco and the U.S., premium retail chain stores are opening places there, making it easier for those who do not wish to travel to Europe to browse through recognized international brands.
3.4. Tangier
3.5. Chefchaouen
3.4. Tangier
On the tip of Morocco, where the Atlantic meets the Mediterranean, is the city of Tangier. This cosmopolitan port city boasts sandy beaches, British pubs, and Moroccan-style shops. English is actually spoken as the first language by many there, and the main shopping street is lined with diligently decorated window displays, mirroring fashion centers around the world. What’s more, it stands out as the first or only place that visitors come across the uncanny sight of Moroccan women whose heads are bare. Tangier has its own medina, but the narrow streets bear little resemblance to those in Morocco’s inland cities. Filled with shops, mostly specializing in touristic artifacts and crafts, it feels more like a street fair than a market. The shops are stocked with Moroccan artwork, such as traditional metal lanterns and other knickknacks, but prices are somewhat inflated. Still, the atmosphere is festive, and hoppin’ while it cools down after early afternoon siesta. The best time to browse is later in the day. The souks are situated within a square just outside the western edge of the place de France, alongside Bouhachem. Look for tagines, hand-woven straw baskets, and original pieces of art by local artists.
3.5. Chefchaouen
Up in the Rif Mountains, the small city of Chefchaouen is known for its quaint medina and picturesque buildings. But even more captivating is its specialty of blue dyeing, which catches the attention of everyone who visits. The quiet, cobblestone streets are lined with shops displaying handmade wool clothing dyed in all shades of blue, ranging from navy and sapphire to pastel hues. There are also men’s and women’s caftans, vibrant wool blankets decorated in traditional Berber motifs, socks, checkered wool hats, and warm Berber-style slippers, all dyed in bright purples, yellows, and reds. While perusing this never-ending business, it’s hard not to gasp at the deep blue-washed houses rising steeply above, some with bright flowers blooming from their windowsills. Ultimately, if you’ve come seeking traditional crafts, you’re in the right place.
4. Cultural Significance of Shopping
While shopping in Morocco carries both economic and logistical importance, it is also a rich cultural practice. On a social level, shopping is an activity that involves various members of the community, from family to friends to fellow villagers or town-dwellers. Tents and stalls in the bazaar, where much shopping activity takes place, often feature prominent communal spaces. Sitting around tea and conversation in a shop’s atrium—often surrounded not just by goods for sale but also the goods and tools used to create them—friends engage in an exchange of stories and opinions, all while manning the shop and monitoring passive customers. It is not uncommon for a Moroccan to spend hours, if not days, in his or her favorite shops; merchants get to know their customers well and build a rapport that goes far beyond simply selling goods. For visitors to Morocco, the communal and social nature of shopping makes for an experience filled with discovery and learning. Sharing chai with a vendor, observing skilled artisans at work, and debating politics with shopkeepers—who closely follow Moroccan political developments—are all valuable elements of the interaction between foreign tourists and Moroccan merchants, artisans, and shoppers alike.
Bargaining is a separate, yet equally important, element of Moroccan shopping culture and—together with the goods, sites, and services being sold—vastly distinguishes Moroccan shopping from the experience in much of the rest of the world. In the vast majority of shops dealing with tourists, the initial price is far above the fairest price the merchant is willing to accept—usually 25–50 percent above the final price. This practice allows merchants wiggle room to negotiate; it is not only expected but viewed as rude not to attempt to bargain at least a little. Like Moroccans, tourists should enter into negotiations with humor and graciousness, with the understanding that the goal is not to walk away with the cheapest product possible but rather to make the transaction a win-win.
4.1. Shopping as a Social Activity
Shopping plays a central role in the lives of many Moroccans and acts as a way for them to experience life in their community, an often-rare opportunity in today’s busy, crowded world. For many people in developed countries, shopping may be a solitary activity, something that they do in their spare time to avoid boredom or to escape the burdens of life, while for those in many developing countries, shopping can be quite the opposite. That is, shopping in these countries usually involves a large social interaction. Whether it is on a daily or weekly basis, strolling with a friend to a market for some fresh bread or tea and having a talk along the way or putting together a group of friends or family and heading to the city for a day together, such shopping trips are an important way for Moroccans to allay the stress of living. In high-pressure times, or just at the end of a tiring work, students, workers, or mothers, especially, will often drop by a cafe with friends to unwind.
Conversations frequently center on friends, family, and life at home, but they can also be political, economic, or cultural in nature. Coffeehouses are popular places to relax after work hours, often until late in the evening, discuss the day’s events, and watch the world go by. While such coffees may serve drinks to thirsty patrons, in some ways they are more like public restrooms with refreshment stands attached, serving a very different service. Because of the importance of these social aspects of shopping and drinking, people often feel uncomfortable doing them alone, so you may see them sitting or strolling in pairs or larger groups. Shopping is, for many people, a vital part of getting out to meet and enjoy others, not to be rushed through mission-style en route to something else.
4.2. The Role of Bargaining
Bargaining is an integral aspect of shopping in Morocco. It is not merely a means to an end where merchants and buyers agree on a price; it carries a deeper significance that is a mélange of comprehension, humor, effort, enthusiasm, and ritual. Breezing through the souks without bargaining would render a shopping visit incomplete. While haggling is common in most parts of the world, it is taken to a different level in the souks and covered markets of Morocco. Newcomers invariably feel baffled. Do they pretend to be completely disinterested? Should they show that they have money to spend? How much should they offer? Is there an accepted rate that the shopkeeper will automatically discount? Most importantly, how much time should they spend on trinkets? There are no pat answers to these questions.
Trinkets, often unsuitable presents for loved ones back home, may involve repeated trips to the souk. Souk merchants do not advertise their prices, and occasionally, shopkeepers do not state what they consider to be a fair price. They may ask a sum to which the buyer objects or makes a counter-offer. If the two parties reach a consensus, the better-known or the more privileged of the two parties may then smile and say, ‘deal,’ and a handshake seals the bargain. In other cases, the buyer turns to leave empty-handed but is quickly called back, and a conclusion is drawn. A number of inappropriate phrases and gestures may create laughter and camaraderie rather than resentment. Sometimes, they explain their offer as requesting a special consideration because they are from a different part of the world and do not have a chance to make a return visit. Other times, they may indicate that their stay is short and that their wadded-up note is the last one remaining. All parties involved generally understand that it is just a game; the merchant is not to feel insulted.
5. Traditional Moroccan Products
Moroccan traditional products, famous all over the world, retain their essential character and features, and continue to fascinate foreign visitors, who find it hard to resist buying a souvenir which will remind them of their stay in this country, as well as a place to shop at in Morocco. A wide range of products are on sale in the Moroccan souks and streets, rub elbows in a joyous and colorful riot, an unmissable hustle and bustle of doling and haggling which invites foreigners to enter and discover a sample of Moroccan traditional life. Sizes, colors, shapes, qualities are manifold.
Each of these Moroccan traditional products has its own origin and the know-how of an ancestor or a traditional craft which has come down to us from the times of a flourishing history and celebrates our cultural and ethnic singularity.
Textiles and Clothing
At the top of the list of Moroccan traditional products, stands the Moroccan textile or cloth. It takes a multitude of shapes; with a great gift of diversity, every region has its textile technique and custom, thus showing the country’s craftsmanship wealth. Laces and embroidery, sewn by hand or machine, dot clothes. Dedicated mainly to women, they offer an almost infinite design in colors and shapes.
From wool, cotton or silk, shops display fabric, cloth or wool, in meters for the interested foreigner to have custom-made caftans or traditional DJellaba tailored. However, some choose the ready-made garments for easy holiday’s memories to take away. Manufacturers maintain tradition, save time, thereby experiencing hand-woven or embroidered qualities for men in the Atlas.
Ceramics and Pottery
Ceramic or pottery, practical and decorative uses, are made by hand in chronic bakeries supervised by craftsmen artists. From the north of the country to the south, through Fez, Safi, Marrakech, Meknes…certain regions gather all the ceramics making know-how, with a great variety of forms and colors. Known for their kitchen tools, the early artisans have gradually given way to fragile and decorative pieces. Thus, Arabs or Andalusians from big cities have auctioned them from the Berbers and have transported them for over 10 centuries in Morocco and in Europe as well.
Porcelain, in addition, is and has been available in white and is distinguished by the clarity of the pieces and the technique of the colors’ realization. Qualities are many: semi-porcelain, porcelain or bone porcelain. The terraces of Fez, Meknes and Safi are all factories destined to traditional know-how. Products decorated with polychrome motifs, offered on the international market, show characters of both the eastern and western origins. Their making technique, their forms and techniques or polychrome or monochrome designs are the source of that which changes the under-air “traditional” concept yet recognized in European countries and presented by specialists from various craftsmen workshops.
5.1. Textiles and Clothing
The unique quality of Moroccan textiles is embraced by their vibrancy of color, the skillfulness of their craftsmanship, and the age-old practice and cultural significance of their creation. Fiber from the camel, goat, and sheep is spun and woven into carpets, Khaima, and other household and mobility items. The hammada is rich in kafta wool, noted for its resistance, insulation, and endurance to long periods without washing – the qualities needed for nomadic life. It is used to make handwoven textiles in a multitude of colors, with exquisite designs, that are used in all Berber houses as floor coverings, curtains, tablecloths, and wall hangings.
Wool from the sheep dips dyed in the rich palettes of the Moroccan landscape suffuses the brilliantly colored textiles made into the traditional man’s burnous and woven as carpets to adorn the walls and floors of every Berber dwelling. A multitude of households in the region of Midelt have turned the quality and colors of their wool and the finesse of their weaving into a well-recognized enterprise. The Middle Atlas region, especially the Taznakht and Boujad areas, is home to more than 70% of national production, appreciated by the Moroccan and international markets alike. These carpets draw their originality from their designs reflecting the different stable pictograms of various Moroccan Tribes and the choice and richness of their palettes, selected from natural and chemical colors. For centuries, the Berbers of the mountains have passed down their skills and know-how from generation to generation. Today, these magnificent carpets continue to shed light on their incredible creativity and undeniable talent.
5.2. Ceramics and Pottery
Clay is plentiful in Morocco, and many workshops abound that produce everything from highly decorative bricks for the façade of palaces and the interior of homes, castles, and madrassas to colourful decorative plates, dishes, tiles, fountain fronts, ceramics, etc. The two main places in Morocco where ceramics and pottery are found are Fez and Safi. Of these, Fez has the best reputation; pieces produced here are sought after because of their quality and design; and all tour itineraries through Morocco include a visit to one of the ceramic workshops where it is made. Much pottery is influenced by Spanish designs. In addition to the painted pottery, you can also find a wide selection of exquisite, delicately fluted white pottery. It is important to check how ceramic pieces are fired; those that are lower-fired, off-white, and porous should not be used to serve food or drink, as they may cause food poisoning, due to toxic substances released by the ceramic body. Pottery is used in the same way as it has been for centuries, with rustic communal well-trodden earthenware cooking pots, bowls, and tajines used to prepare and serve food, as well as ornate examples displayed on walls or in glazed cupboards. Safi is renowned for its large-scale production of earthenware and painted pottery items, including bowls, tajines, and plates. The old Medina of Safi is famous for its white dishes, with a blue decorative glaze decorated with floral motifs. Along the coast, there are important commercial workshops producing industrial ceramics, including tile coverings for bathrooms and kitchens. The two major producers of tableware for export are the traditional Faïencerie de la Laine and the Faïencerie de la Radiance, located near the old city.
5.3. Leather Goods
Leather goods can be found in many souks in Morocco, although the largest collections of leather goods for sale can be found in the Marrakech souk and in the Fes medina. In the souks, you will find items including leather pages and journals, luggage bags, handbags and purses, coats, jackets, animal covers and carpets, and more. While leather bags are available in several colors, the offerings are more limited than for other products like those of ceramics, pottery, and textiles. Still, leather bags are offered in unique designs and are made from quality material, so they make great purchases if you’re in the market for a bag from Morocco.
Leather in Morocco is dyed in a unique way and in an even more unique place. The leather is dyed using vegetable colors in huge vats that are located in open air terraces where workers stomp on the clothes until the colors are absorbed. This traditional method has been used for centuries and led to the establishment of tanneries throughout the country although the largest and most well-known tanneries in Morocco are the Chouara Tannery in Fes and the Tanneries of Marrakech, which are located close to the medina. While the methods used have not changed in many years, and the leather making process is incredibly dirty and smelly, the result is leather of unique quality that is shipped around the world.
Animal skins from unwanted animals like camels, cows, sheep, and goats are used for leather production in Morocco. The city of Marrakech is well-known for its leather bags and babouches, while the city of Fes is recognized for its high-quality craftsmanship leather. Most leather goods in Moroccan souks, however, come from Marrakech.
5.4. Spices and Food Products
A shop selling spices in a souk in Marrakech’s Medina, Morocco. Morocco is known for its culinary spices such as saffron and argan oil, and food products such as olives. Moroccan spices are perhaps some of the most well-known Moroccan products, and certainly the most commonly found. Spices are for sale in shops and souks across the country, along with the popular argan oil. Most of the spice shops in the Marrakech souks are clustered together in a row, and some are even attached to each other. Spices and spice mixtures reflect the beauty of Moroccan cuisine and differ from region to region, depending on factors such as geography and climate. They may include herbs and spices such as saffron, cinnamon, cumin, ginger, coriander, paprika, and turmeric, as well as other mixtures made from those such as ras el hanout and Moroccan harissa, a hot chili paste.
When it comes to argan oil, this delicious oil is only produced in the region of southwestern Morocco and is made from the seeds of the argan tree. It is used for either cosmetic or culinary purposes. Cosmetic Argan Oil is barely processed and is often sold in an unlabelled bottle, with only a handwritten label to identify it as 100% pure argan oil for skin use. Culinary Argan Oil is darker in color and richer in taste, and is mainly used as a dipping oil for bread. It is especially good with bread sprinkled with salt and cumin. It is also said to have many health benefits, such as lowering cholesterol levels.
6. The Impact of Tourism on Shopping
Tourism affects shopping in Moroccan cities in a variety of ways. Most tourists confine their purchases to a limited range of handicrafts, while some indulge in high-priced Moroccan designs. Few producers can survive on tourist trade alone, yet tourism sustains the artisan production that is available at the various shopping sites found in the areas most frequented by tourists. High demand for craftsmanship and other products of specific regions means that tourist preferences enhance the special character of each area. The store displays, the goods, and the attitudes of the storeowners reflect an area’s post-tourism constraints or impacts. In neighborhoods that are more concerned with the demands of tourists, storeowners are more likely to use expensive, imported synthetic colors on their craftsmanship, have piles of items displayed along the pedestrian streets, and sell with a focus on a rapid turnover of tourists than on cultivating a diverse clientele year-round.
Tourism-related businesses employ 1.9% of Morocco’s labor force and directly contribute 5.3% of GDP. When considered in combination with travel-related investments, tourism’s total contribution rises to 18% of GDP and investment in tourism-related infrastructure generates additional jobs. Tourists spend on average per day, with transport services, housing, and food receiving most of this new money. Tourists’ secondary purchases mean that these activities employ many Moroccans. Shopping plays a lesser role in tourism although it does create jobs in the tourist industry and provides needed income to artisans as well as less-skilled laborers in textile and leather manufacture or other industries with household production.
6.1. Tourist Preferences
Countries such as Morocco, which is strongly reliant on tourism, need to take action to sustain and preserve their heritage and unique and creative ways of doing this practice, in order to differentiate them from other similar destinations. One of the main goals of this study is to determine whether tourist shopping in Morocco is consumption for consumption’s sake or consumption intertwined with an appreciation of cultural and social meanings. The specialized literature shows that tourism does not favor the emergence of unique, radically new local goods, but these goods are located within a specific context created by the tourist, particularly on the symbolic level. Morocco is a country noted for its ancient crafts and artisanal production. Moroccan ethnographic arts and crafts date back a millennium, and utilize diverse natural minerals to create objects of exquisite beauty. Moroccan goods use the talents of skilled artisans working in an industry that is largely still labor-intensive, using techniques and methods handed down from generation to generation, combined with modern technology for some key production lines. Tourists often purchase items such as pottery, leather goods, painted metal works, carpets, etc., and then heartily bargain to arrive at an acceptable price.
Tourism is often blamed for diluting the true culture of a host country; however, it is suggested that tourism may, in fact, promote the preservation of handicrafts. Tourist demand for craft goods can have positive effects, relaxing constraints, providing financial incentives, and creating enough critical mass to establish or reactivate the craft production, providing that the production of tourist goods is a craft and not an assembly spirit industry. While the support of traditional handicrafts by tourist demand can act as a broader means of social preservation, it can also generate negative effects in that region, but it is interesting to study. Theoretical approaches on the topic of shopping focus largely on functional shopping models, while overlooking themes related to the meaning of goods and the shopping process, activating the request for symbolic values in the desire to buy certain products.
6.2. Economic Contributions
The sale of handicrafts is nothing more than an accessory and a tertiary sector activity, which allows for a very small part of the production of traditional objects to be channeled towards tourism. Thus, when the handicraft production is increasing and the craftsmen of the souks are all enriched around this activity only because of tourists, we can conclude that a tourist destination is losing its authenticity, that the historical will of tourist displacements has been altered or that the activity of commercial distribution linked to tourism is allowing the real development of the country or region concerned, as well as an internal redistribution. These two aspects, authenticity and development, are very often opposed because, generally, as a tourist destination loses its authenticity in favor of a maximum monetization of tourism activities, it allows a local development, but in case of reverse relation, it is not difficult for us to see that those regions of advanced tourist concentration allocate progressively less relative importance to tourism.
How, then, would be this economic contribution of tourism shopping? In all tourist destinations in Morocco, it seems to be that tourist spending is one of the main sources of foreign currency and these destinations all depend mainly on this soft currency. Also, tourist consumption favors the creation of new professional activities linked to hotel services, restaurant and medicinal trade in added value. Other economists consider that what Morocco exports most is primarily the discovery of its culture, its landscapes and its inhabitants. It is clear that there is a numerical inferiority of mainly tourist-dense areas compared to generic dense areas.
7. Sustainable Shopping Practices
Shopping in Morocco is not just a way to acquire goods; it is an experience that can contribute to the preservation of traditional crafts and support local communities. It’s essential to be mindful of the impact of your purchases and to shop ethically whenever possible. One of the best ways to do this is to support local artisans who are using traditional techniques to create quality goods. Unfortunately, a large percentage of the souk offerings, particularly in the major tourist centers, are machine-made knock-offs, produced at factories and sold by locals or tourists who earn a commission. Legitimate artisans are often located outside of the big tourist areas, though some have small shops in the medinas. When you discover an authentic artisan, be sure to spend time shopping with them and supporting the work they do. Purchasing from their shop will benefit them versus organizing a private shopping trip with an authentic artisan, taking commissions that can be upwards of 50% along the way.
A few sure signs of a legitimate artisan or maker are: When the craft is being practiced on-site. You are welcome to visit their workshop for as long as you like. They are not sitting on the ground outside their shop soliciting customers. Their items are of high quality. You can tell the artisan is passionate about their work and will gladly share knowledge about the items they create, the inspiration behind their creations, and the cultural significance behind the art and craft. Interestingly, artisans in Morocco often view craftsmanship as a gift rather than something that they have to master. Making items to sell is not their primary motivation; it is rather an element of their lives that they then dedicate themselves to. Through craftsmanship, artisans express their culture and free creative energy in the face of everyday difficulties.
7.1. Ethical Sourcing
As demand for ethically sourced goods increases, companies are responding to this, particularly in the fashion sector. Morocco is no stranger to this movement, and artisan goods are beginning to be produced, sold, and exported through ethical means. From a social responsibility perspective, this kind of sourcing can be especially beneficial in a country like Morocco, where artisan work is at risk of dying out due to the availability of cheaper, machine-made products. While artisan work is no longer the primary source of income for many Moroccan families, it does bring in supplemental income.
There are groups dedicated to reenergizing local communities around these artisan crafts, which re-invests a portion of sales back into the artisans and their communities. Just last year, supported its artisans by covering their health insurance premiums. The company is also moving toward advancing sustainable practices by implementing slow production cycles that take into consideration the needs of the artisans. Many fringe groups supporting ethical sourcing around the world are also dedicated to educating as much as they are to facilitating sales. Purchasing an ethically sourced artisan item can be an experience in and of itself, as companies provide their customers with interesting stories and facts about their products.
7.2. Supporting Local Artisans
Shopping in Morocco has become associated with many ethical dilemmas, especially concerning the treatment and pay of local artisans creating the handicraft products sold in the souks. These artisans rely on the income from souk vendors for their livelihood, and the relationship is a symbiotic one. Vendors rely on artisans to create the products that bring shoppers to their stalls, and artisans rely on the vendors to sell their products. However, the vendors often place intense pressure on the artisans, pushing them to lower their prices and create products more quickly. The artisans cannot afford to refuse these requests, as they have no other way to sell their wares.
Given that we are all increasingly aware of the need to shop more ethically, you may be wondering how to support these artisans in Morocco rather than contribute to their exploitation. Fortunately, there is a growing movement toward encouraging shoppers to support local artisans directly by selling their products online and in small boutiques. In Morocco, you can often find cooperatives established by women or men in the local community who create beautiful handicraft products. Buying directly from cooperatives allows you to support local artisans without lining the pockets of the vendor who sells their products for a much higher price. You get the satisfaction that you have helped the artisan you purchased from make a living wage.
Supporting artisans doing the work directly is ultimately the best approach. You can easily find handicrafts made by artisans from cooperatives in Marrakech and throughout the country, including pottery, textiles, leather goods, and jewelry. By shopping this way, you’ll walk away with a one-of-a-kind souvenir for yourself or a friend while also helping the artisan and their family.
8. Challenges Faced by Local Markets
While local marketplaces in Morocco are oft appreciated for their sense of community and cultural identity, they are by no means without challenges. Big box retailers, online shopping portals, and modernized supermarkets have increasingly disrupted the local market scene, especially in urban areas. The latter are now often faced with death by a thousand cuts, as the younger generations migrate to cities looking for jobs and better opportunities and begin to consider shopping in modernized retail formats as part of their new lifestyles. Based on convenience, savings, and a sense of foreign privilege, people are gradually abandoning their heritage in favor of a more Westernized way of life. This has prompted local merchants to consider offers of collaboration from certain foreign brands which invite these stores to “become part of the journey.”
However, the philosophy behind such partnerships seems to be somewhat individualistic. Cooperation with a few select stores will not protect the vendors in local markets. It could even accelerate their demise by driving traffic toward only a couple of stores in the neighborhood which would retain their privileged status. Facing global competition, Moroccan local markets will have to find alternative paths to survival. These can include creative positioning based on the appeal of difference rather than sameness. What could distinguish Moroccan local markets is their ability to do what global players can’t: offer something authentic that satisfies not only the tourist’s or expat’s quest for novelty, but also the local consumer’s wish for belonging. If they want to survive, souks will also have to find ways to create experience rather than product, and thus set themselves apart from more modern formats.
8.1. Global Competition
Over the course of its long history, commerce has always existed in Morocco. There have been traditional shops in the souks since the time of the medieval traveler, although the range of goods has always evolved over time and across regions. Up until the late twentieth century, these traditional shops exhibited a stubborn ability to resist the economy’s modernization. Over this time, the most visible change was the arrival of small supermarkets in urban areas. With the process of globalization, however, people can now shop in hypermarkets that offer a wide choice of goods at very competitive prices.
The growing presence of hypermarkets has forced local merchants to question their practices and adapt to the changing customer base. This shift has affected the most advanced buying and consuming countries. The emergence of large distribution firms monopolizing part of the market by negotiating preferential prices directly with manufacturers is at the very least prejudicial to local small-scale merchants. Tests have revealed that hypermarkets can offer prices up to 40 percent lower than merchants in the traditional souks.
This rivalry with global firms can only get serious as Morocco is now part of a free-trade region with access to goods that are manufactured in member countries at preferential rates. With the decline of interest in their goods, local merchants see their earnings drop, while hypermarkets keep their prices low by encouraging local product imports, on which the manufacturer can only afford to pay a pittance. This poses not only a danger for traditional merchants, but also for the different Moroccan economies according to region and sector of production. With traditional merchants disappearing, uncertainty is rife.
8.2. Urbanization Effects
Nationally, Moroccan cities are among the fastest urbanizing places in the world, and temple expansion for each one is occurring at least at a greater speed than the economic development of the country as a whole. Availability of low-rent housing in crowded urban areas such as Marrakesh usually means long roads to work and high amounts of commuting in private cars, with overcrowding of motorized transportation. Urban air pollution and the depletion of groundwater may also become serious problems. These factors contribute to an increase in individual demand to consume better-quality products and services than more agricultural and traditionally oriented rural markets. Surveyors tend to talk about what they call disurbanization or deconcentration processes, whereby capital and industry are beginning to leave the cities and settle nearby. The primary effect locally is the oversaturation of capital in the large urban centers in close proximity to the central cities.
Several essential problematic points stem from this rapid population growth in the central Moroccan cities. The first problem is the development of suburbs of people with medium purchasing capacity near the primary cities. In these districts becomes less and less easy for merchants to develop distribution channels; social stratification within the city separates the rich and those who go to the traditional markets. In addition, the minimum size of trading units, when it exists, is too high for the kinds of exports that these areas must develop. Their control of the tourist flow does not, in our opinion, justify higher market segments. The return of expatriates to their province may partly relieve more tourist-centric areas. But one consequence of this technical gradation is that it contributes to the thickening of local competition for reaching clients whose only access to better quality consumption is through visiting tourist sites.
9. Shopping Etiquette in Morocco
Shopping anywhere in the world can come with its own set of unspoken rules, and Morocco is no different. Here are some of the main guidelines to help you navigate the world of shop etiquette with ease.
Cultural Norms
Like other Muslim countries, greetings with a handshake are the norm in Morocco. Friends of the same sex generally embrace, as it is a sign of friendship. Handshakes between men and women are fine, but it is advisable to wait if the woman’s hand does not venture forward first. It is also common to see one hand placed over the other heart as a sign of respect. So don’t be surprised if the shopkeeper greets you warmly. Rest assured, it’s not a sales technique.
Dos and Don’ts
Be respectful of your shopkeeper’s or salesman’s time. Do not recoil in horror if they don’t offer immediate help. It’s just that they don’t want to seem over-eager or shove their service down your throat. Relax, take your time, check out the merchandise, and wait for them to ask if you need help.
Also, be prepared to sit down and enjoy a glass of mint tea while discussing a potential buy, especially if bargaining involves haggling and a lot of back and forth. The more back and forth, the more it shows that the sale is important and that they are interested in making it happen. Remember, shopping is a cultural experience in Morocco, so accept and enjoy the differences, and you will have a great time. Friends can often extend an invitation to dinner as well.
Do be careful to plan purchases carefully and only buy what you can afford. Remember that while you may haggle over the price, for the seller, it may mean the difference between filling an order or having total hunger for the week.
9.1. Cultural Norms
Originally, Berber men and women dressed in brightly colored garments. However, nowadays, the influence of Western clothing can be seen in most Moroccan cities. Men typically wear pants, jackets, or T-shirts. Women dress in long skirts, dresses, or pants with jackets or long sleeve tops. Long, loose-fitting garments known as djellabah are still common. Terri and thin, these hooded garments are worn by men and women, usually dark in color. In rural areas, women may still wear brightly colored traditional commitments that show a cultural heritage in their design. Wealthy women wear a version of this garment made with fine silk, heavy with gold embroidery, and often worn on special occasions like holidays and weddings. Men’s and women’s sock-like slippers called babouches are customary. These colorful shoeless slippers are made of leather and other soft materials. Morocco is primarily Muslim, and Moroccan society is deeply rooted in its Islamic beliefs. As such, it forms the basis for many social and cultural norms. Most noticeably, Islamic prayer times affect shop opening hours. Shops will close for 30 minutes to an hour to allow for prayers, but many bakeries will remain open. Curfews slightly differ from one city to another, but generally speaking, shops, banks, and cafes will close around 8:00 P.M. daytime cafes are common meeting spots in Moroccan society. People often meet up at cafes to socialize, drink coffee, smoke shisha, and chat for several hours. As a result, you will observe big groups of people coming together at a cafe, normally after work.
Lovely women are valued in Moroccan society, and you will no doubt be delighted by how women are treated. Your wife, sister, or mother will usually receive many compliments. Hospitality also plays a major role in social life. You can expect to be offered tea in a shop or while browsing a souq. It is custom to drink three glasses of tea. After the third glass, you can politely decline. If you are really not hungry, saying “La, shukran” would be a nice way to thank the seller for his/her offer.
9.2. Dos and Don’ts
One of the most enjoyable experiences of shopping in Morocco is the traditional bargaining process. Bargaining is an intimate and involved process between the buyer and seller. Most markets have a negotiated process regarding pricing with the price rarely being set. Most will start asking for two to four times as much as they are willing to accept, and one should work their way down to an agreed price, while also feeling free to walk away if the seller is not willing to negotiate down to a level with which you are comfortable. It can be very enjoyable to barter for a while and for this reason most prices can be negotiated.
Taking pictures around the souks is fairly accepted, but if you do see specific vendors that you want to photograph then you should be sure to ask first. If you are interested in seeing the locals at work, consider buying products and putting money into local businesses as this is one way to keep Moroccans employed. The Moroccans do appreciate getting others to help in their economy and will hark and say “thank you” as you enter their shops, so feel free to converse with them or at least recognize that they are in fact there.
Remember that harassment is common in Morocco, especially in more tourist-centric areas. It is not personal, but know that it’s easy to take wrong. Don’t be offended if you are called over to check out a specific store; it is a way to gain business. If you are not interested, kindly say no and move on. Expect to be followed around the souks, though this is particularly true in the quieter areas. Don’t forget to enjoy this amazing country by taking it all in. Many sights, sounds, and particularly graffiti will distract you so don’t rush through the vibrant country of Morocco, but stop often to take in every sight.
10. Future Trends in Moroccan Shopping
10. Future Trends in Moroccan Shopping The growth of e-commerce in Morocco continues to be fueled by a growing middle class and demographic factors. Morocco’s e-commerce market is estimated to grow significantly, a notable increase in just two years. Increasingly, Moroccans are going online for increasingly diverse products, spurred on by improvements in the country’s ICT infrastructure. Such growth for e-commerce in Morocco is no surprise. The Moroccan government is keen to promote and develop a national e-commerce platform to enhance the growth of online shopping and to use the facilities of postal services and other forms of logistics to expedite delivery.
Morocco’s Internet penetration rate reached over 87 percent, and the number of mobile subscriptions was over 130 percent. These figures indicate huge potential for the growth of online shopping as Moroccans increasingly use mobile devices to complete purchases. Popular product categories in Morocco increasingly include clothing, beauty products, selling airline tickets, and creating accounts on website stores. Increasingly, they use social media for such activities, and young independent followers of brands communicate with the sales people through social media to place orders.
However, much like in the rest of the world, physical stores are facing increasing pressure from e-commerce, and that pre-pandemic trend is poised to continue after the pandemic brings new degrees of economic normality. E-commerce penetrated only about 7 percent of the overall retail sector in Morocco pre-pandemic, and the main country stakeholders are attempting to enhance that low figure. Major local retailers have already developed their e-commerce websites and are now using the government support to extend their sites in more diversified product offerings.
10.1. E-commerce Growth
The COVID-19 pandemic in March 2020 accelerated the growth of e-commerce in Morocco, highlighting the urgent need for every merchant and every merchant sector to invest in their digital transformation to be able to sell online, attract customers, and create the growth of tomorrow. The pandemic has redefined our shopping habits. In this context, the values of e-commerce have changed; the physical world has been experiencing restrictions; e-commerce has answered several problems, including finding what we need, being delivered, protecting ourselves from the virus, and being able to consume. A year after the introduction of these restrictions, we can now better analyze our new shopping habits. In fact, among Moroccans who are shopping online, 22% abandoned it, convinced that physical shopping was safer. While others, before the pandemic, were negligent in e-commerce, their current behavior proves to be promising for the industry. Indeed, 65% of Moroccans who started shopping online declare that this year consumers are increasingly convinced of the relevance of e-commerce as a shopping solution in Morocco. The pandemic has acted as a formidable booster for digital shopping.
As proof, the usage rate of e-commerce in urban areas has melted in one year, going from 22% before the pandemic to 46% after the first lockdown. Only 2% of shoppers say they have never bought anything online. On this basis, we can think that Morocco has completed the first cycle of the e-commerce phase, with the peak of interest in the sector that accompanied the launch of the first lockdown. The estimates of the volume of transactions via the internet vary, but e-commerce remains marginal, accounting for only about 3% of the total consumption of urban households. The sector is then at the entrance to a new phase of consolidation and development. Several factors favor this acceleration. And that of the economy certainly.
10.2. Changing Consumer Behavior
The consumer behavior of Moroccans is changing, influenced by the growing and relatively young population and increasing access to the Internet and mobile services. Moroccans are now learning about and experiencing new international trends, and consumers are often at the forefront of changing patterns, looking up to celebrities and the influence of social media. Moroccan consumers are making different product choices and seeking better value-for-money and more innovative products. People are spending to improve their quality of life, motivated by many factors such as new lifestyles, shared experiences, health and wellness concerns, and the authenticity of products and services. In light of such changes, loyalty is being redefined, as relativity and awareness are shaping a new equation between brands and consumers. This trend is strong among middle-class Moroccan women, who make most of the household purchase decisions. Marked changes can be seen in several sectors. Personal care and cosmetics sales, including color make-up, increased by nearly 30% between 2012 and 2015. While low-carb products were all the rage until recently, nutrition-related wellness has become increasingly popular, which is in line with the global focus on holistic wellbeing at every age. The freshness and local sourcing of products are also becoming prerequisites in many categories. Also emerging is “responsible consumption,” which encourages products that are socially and environmentally responsible. New retailing concepts, in which the emotional factor plays a bigger role, are proliferating across every subject. More than ever, stores serve as welcoming space for experiential marketing, aimed at sharing certain values and lifestyles. In other areas, Moroccans are increasingly inclined to travel abroad to discover the latest products.
11. Conclusion
In conclusion, shopping in Morocco is more than just a retail experience; it is a journey through time, culture, and art. The country’s bazaars and souks, with their dizzying array of colorful merchandise, provide a glimpse into an ancient way of life. They allow visitors to connect with skilled artisans who still create stunning one-of-a-kind products, using centuries-old techniques. For those willing to venture beyond the tourist traps, Morocco offers an exploration of craftsmanship unrivaled. Additionally, the experience of shopping in Morocco helps to preserve the country’s unique culture and way of life. By choosing to purchase traditional handcrafted wares directly from local artisans, travelers support their economy and encourage future generations to continue their time-honored craft. Although you won’t likely find fancy shops boasting designer labels, you’re sure to go home with fascinating treasures and charming memories of an amazing shopping adventure. From world-famous argan oil to beautiful Berber rugs, the majestic Atlas Mountains to the vibrant city of Marrakech, shopping in Morocco is an integral part of the entire Moroccan experience.
