Santa Margherita shops can be located up from the waterfront towards the Railway Station. If you look hard enough there are some excellent cheap shops for women and men clothing. I found an fabulous shop which sold cheap shorts and dresses, which in Australia considering their Italian label would be worth heaps more......
Just take your time and stroll through the main streets and lanes and you will be surprised to find some real Italian bargains. This village caters for tourists and the locals unlike Portofino which caters only for the rich and famous.
What to buy: clothes and shoes.
There is a local supermarket in the village of Santa Margherita. Its located in the centre of town, just ask one of the locals and they will direct you or the concierge from any hotel. Its very easy to find. You can buy all essentials required for your stay and is reasonably priced.
Portofino village offers a diversity of up market shops. You can find many famous labes here such as Gucci, Chanel etc.etc. It's expensive to shop here but if you are looking for that special Italian garment or shoes, you will probably find them in Portofino. Remember this village caters for the rich and famous and its probably best to leave your credit card at home !
What to buy: shoes, sunglasses or handbags.
What to pay: $$$$$$$$$$
i found some great ligure items in the square while i waited for my friends to bake some more on the beaches :). and there is a lovely view of the bay.
What to buy: great cotton towels with pesto, limoncello recipes. wine corks with SML details.
The supermarket in the middle of town was an excellent place to load up on fresh fruit and drinks for a day of hiking and visiting.
What to pay: Prices were very reasonable.