Vienna, the capital of Austria, might not be the first place that comes to mind for shopping, but it holds some hidden gems for those who know where to look.
If you have a clear idea of what you’re looking for, you’ll find local products and unique souvenirs that are truly worth your while.
Shopping Areas
Here’s a guide to Vienna’s main shopping areas:
Kärntnerstrasse, Graben, and Kohlmarkt:
These streets are located in the heart of the historic center, and they’re brimming with luxury boutiques and brand-name stores. These elegant streets give you the perfect chance to enjoy some upscale shopping and explore Vienna’s renowned elegance.
Mariahilferstrasse:
A spacious avenue where you’ll find a variety of stores alongside cozy cafés and inviting restaurants, perfect for taking a break in between shopping sprees.
Naschmarkt:
Known as Vienna’s most famous market, Naschmarkt has something for everyone. Daily, it offers fresh produce, from fruits and vegetables to spices, oils, and more. It’s a wonderful place to explore Viennese flavors, and we recommend trying one of these workshops for a memorable experience:
- Chocolate Workshop at the Chocolate Museum with Tasting
- Mozart Kugel Workshop
- Traditional Kaiserschmarrn Cooking Class and Tasting
For special handicrafts or unique gifts, be sure to visit the shops at Hundertwasser Village, where you’ll find artistic and handcrafted items you won’t encounter anywhere else.
If you’re planning a 3-day trip to Vienna, we suggest setting aside an afternoon to leisurely wander through one of these charming shopping districts.
Buying Souvenirs
Wondering what to bring home from Vienna? Opt for a souvenir that captures the essence of this special city.
Viennese souvenirs offer something for everyone, with items like:
- Mozart Chocolates — a delightful taste of Austria’s musical heritage
- Beer Mugs — perfect for beer enthusiasts
- Items featuring the humorous slogan “No Kangaroos in Austria”
- Glass Snow Globes — a classic keepsake
- The iconic Freud action figure
Another charming option is the Edelweiss flower, the beloved alpine flower of the region. In Vienna, this flower is widely appreciated, often decorating mugs and cups or fashioned into pendants in its shape. You can find Edelweiss-themed souvenirs, like pendants, for around €9 in most gift shops.
For a unique and cultural gift, consider the traditional Austrian attire, the Dirndl. This iconic dress, with its fitted bodice and voluminous skirt, is a beautiful piece of Austrian and Bavarian heritage that’s both elegant and fun.
You can find these typical items in most of the city’s souvenir shops, as well as at Naschmarkt, Vienna’s best-known open-air market, which is open every day.
Men also have their own traditional attire, known as the Tracht. These outfits often include leather pants, which are ideal for Vienna’s cold winters. Authentic Tracht can be quite pricey due to the quality and craftsmanship involved.
Typical Local Products
Vienna is also famous for its fruit-based spirits, known as *Schnapps*. There are several varieties, but some of the most popular include Slivovitz (a plum brandy), Marillenbrand, and Barack, both made from apricots.
If you’d rather not carry them around during your trip, or you’re traveling with only carry-on luggage, you can pick up a bottle at Vienna Airport before you leave.
Another renowned alcoholic drink you can bring back from Vienna is Stroh, a spiced rum with a uniquely strong flavor. It comes in three distinct varieties:
- Stroh 40
- Stroh 60
- Stroh 80
The number indicates the alcohol content. You can find Stroh in supermarkets or at the Duty-Free shop in the airport.
If you enjoy Glühwein (mulled wine) or Punsch (a spiced punch), which are popular in this region, Viennese supermarkets often sell powdered mixes so you can make these warm drinks at home.
When it comes to food gifts, Vienna offers many options that you can easily pack and bring back with you.
Sweets
One of Vienna’s most famous treats is the Sacher Torte, a rich chocolate cake that is nothing short of delicious. You can buy it from most of the city’s bakeries, at the airport, or directly from its birthplace, the Hotel Sacher on Philharmoni Kerstrasse 4. For many, it’s the best chocolate cake you’ll ever taste.
There are also other sweet options, such as the Apfelstrudel, a traditional apple pastry found in most Viennese cafés and a perfect treat to bring home. It’s widely available in the city’s bakeries, as it’s the quintessential Viennese dessert.
For those who want to savor this delicacy along with a memorable experience, we suggest the Panoramic Cruise along the canals with optional Apple Strudel (https://www.getyourguide.com/-l7/-tc48/?partner_id=K1W8Y49&cmp=vienna_EN_enlaces_internos_GYG-short-url&redirector=316682), a unique way to enjoy this traditional dessert while taking in Vienna’s stunning views from the water.
A great place to buy these treats is Aïda Patisserie, easily recognizable by its pink storefront. If you visit about an hour before closing, you’ll often find their cakes on sale at half price, making it a great stop for a sweet deal.
Another option is to check out the supermarkets, where you’ll find packages to make Kaiserschmarrn, a type of shredded pancake dessert that was a favorite of the Austrian emperor.
In winter, it’s common to see Krapfen, a kind of filled doughnut (without the hole) stuffed with jam or custard, adding a sweet seasonal touch.
If you’re a fan of sausages, Vienna offers an impressive variety. You can browse through small stores, supermarkets, or specialty shops, and you’ll find it’s hard to pick just one! Among the most popular are the Käsekrainer, sausages filled with cheese that are a must-try.
As you can see, there’s a lot to sample in Vienna’s culinary scene. To make it even easier, consider booking a spot on this gastronomic tour around the city.
Jewelry and Handicrafts
If you’re looking to give a truly special gift, a piece of jewelry from Austria could be perfect. The renowned Swarovski brand originates here, and buying one of these sparkling pieces directly from Austria makes for a memorable souvenir. You’ll find several Swarovski shops around the city, with their flagship store on Kärntner Strasse 8 in the city center.
For those interested in handmade crafts, some of Vienna’s finest pieces come from the workshops of the Wiener Werkstätte, located at John Backhausen & Sons. Here, you’ll find exquisite, hand-painted items produced in their very own factory at the Augartenpalais, located in Vienna’s 2nd district. This space is open to the public and gives insight into the craftsmanship behind the furniture, ceramics, jewelry, and other royal household items once crafted for Austrian royalty.
Store Hours
One important thing to note is that store hours in Vienna might be quite different from what you’re used to, as they tend to close relatively early:
- Shopping centers are open from 9:00 am to 8:00 pm, Monday through Friday, and until 6:00 pm on Saturdays.
- Most shops are open from 9:30 am to 7:00 pm, Monday to Wednesday; on Thursdays and Fridays, they stay open until 8:00 pm; and on Saturdays, they close at 6:00 pm. Almost all shops are closed on Sundays.
We hope this article has given you some ideas on what to buy in Vienna, Austria’s beautiful capital. Without a doubt, it’s a city where you can bring home high-quality souvenirs, though you might find prices a bit higher than elsewhere.
Finally, if your Vienna visit includes exploring this historic city at your own pace, we recommend the hop-on, hop-off bus tour. This option allows you to see Vienna’s most iconic sights with the freedom to get on and off at any of its numerous stops, giving you maximum flexibility and a rich travel experience.