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At first glance the main shopping area appears to be the Promenade along the beach. This is were you will find some of the higher end shopping in Viareggio, but know, they are geared for summer beach vacationers. Some of the smaller boutiques with more unique items and more reasonable pricing can be found around the central market area.
Check out Colori Della Ceramica on Via Zanardelli. They have beautiful handcrafted authentic Italian ceramics from well-known historic ceramic centers such as Vietri and Deruta. So if you don't make it down to the Amalfi Coast or to Umbria on this trip, no worries, you can still pick up some amazing artistic ceramic before you head home.