The Golden Zone beach area is beautiful, but it also has some drawbacks. Vendors. Yes, I feel that most of the time everyone has the right to do what they want, but trying to push touristy wares is one of those times I plead, NO. The best way to avoid the pitch is to avoid looking at the vendors. If you look, then you are targeted as a potential buyer.
Unique Suggestions: The vendors mean no harm, just trying to make a living, but the nice way out is just a smile and a "Nada gracias" (no thank you) will suffice. Hey, they may be selling something you want. So, then call them over and barter a price. Be generous, they need all the help they can get. What you purchase may be the best memory of Mexico you could have.
Fun Alternatives: Not getting a cheaply made souvenir is hard to avoid, but if you head to a tourist store that has many local craft, you will find the better made goods.
Shopping in Mazatlan is as effortless as lying on the beach. Vendors walk the beach peddling everything from wood carvings to blankets. Some are budding comedians with their catchy sales pitches like 'cheap like Costcos' or 'better than Zellers,' or the ever popular 'almost free Senor.' Prices usually start at about double the selling price, so bargain hard.
Don't bother with Señor Frogs. It's just an overpriced store like you could find in any touristy place or shopping mall in the U.S.A. The merchandise is stuff you could buy in the U.S., not authentic Mexican items.
Fun Alternatives: I would recommend visiting the local stores that sell hand-made crafts, etc. instead. I got a nice, colorful Mexican blanket at one of these stores, among other things.