the typical shops on down town duval are nice to browse but most items are very over priced. One time i saw a watch that was priced for $1,295 and actually know for a fact that in other palces on the main land of florida you can get the same watch for 30 - 40 percent cheaper.
Unique Suggestions: be carfull of what you buy
Fun Alternatives: shop around
Don't rush to buy anything! Most shops offer same items and, in our experience, we could find better deals as we got closer to Mallory Square. Also, unless you are afraid they will sell out, you may want to wait until evening or until cruise ships pull out. One shop offered almost 75% discount at the end of the day!