Shopping in Santorini differs from Athens; the island is small, and authentic products are limited and concentrated in specific areas, so a bit of planning saves real time.

Wine: the top purchase: Santorini is a globally unique wine region thanks to its volcanic soil and the traditional wind-resistant "kouloura" basket-training method. The white Assyrtiko grape is the local star, producing a mineral, crisp-acid wine unlike anything else in Europe. Bottles can be bought directly from wineries in Pyrgos and neighboring vineyard areas at better prices than tourist shops in Fira and Oia, with the option to book a tasting before buying. Remember Greece is outside the Gulf customs union, so check personal alcohol import limits when returning home, since some Gulf countries ban it entirely.

Local pottery and ceramics: A number of small workshops in Fira and Oia are known for handmade pottery in blues and whites inspired by the caldera — a practical and relatively light gift for travel.

Jewelry and artisan crafts: Oia in particular hosts several small jewelry workshops crafting pieces inspired by sunset colors and Cycladic building shapes, at somewhat higher prices given the prime tourist location.

Santorini saffron: The island grows a local saffron variety known for its high quality, sold in Fira's small markets and select organic local product shops.

Practical tips: Avoid impulse buying at shops right by Oia's sunset viewpoints, since prices there run noticeably higher than similar shops just a few minutes' walk away. Cards are accepted at most tourist shops, but small markets and local vendors may prefer cash. If you plan on buying multiple wine bottles, check your airline's checked baggage weight allowance ahead of time.