Novi Sad shops small. Green markets sell Vojvodina honey, ajvar and homemade rakija by the jar; Zmaj Jovina and Dunavska hide Serbian designer studios in Secession buildings; and Sremski Karlovci bottles Bermet just 12 km upriver.
Novi Sad's largest green market, open daily 06:00–15:00 (Sun to 13:00). Vojvodina farmers sell paprika strings, homemade ajvar (500–800 RSD/jar), acacia honey (900–1,400 RSD), kajmak and Futog cabbage — the region's EU-protected specialty.
A compact old-town market square off Zmaj Jovina, ringed by delicatessen stalls and small shops selling smoked river fish, Vojvodina kulen sausage, homemade pasta and pickles. Kulen runs roughly 2,500–3,500 RSD per kilo, vacuum-packed for travel.
Small traditional-goods shops clustered on Dunavska ulica stock hand-embroidered linen, Vojvodina slivovitz and rakija miniatures, opanci-style leather slippers and pirot-pattern textiles. Rakija miniatures start around 350 RSD, embroidered runners near 2,000 RSD.
The pedestrian stretch between Trg Slobode and Riblja Pijaca mixes specialty coffee roasters selling retail beans with delicatessen windows of Vojvodina wine, honey rakija (medovača) and paprika powder in gift tins. Roasted beans run 900–1,500 RSD per 250 g.
The Secession-era main streets house independent Serbian labels, concept stores and jewellery ateliers in ground-floor arcades. Locally designed dresses and knitwear land in the 4,000–12,000 RSD range, handmade silver pieces from about 3,000 RSD.
Serbia's largest shopping centre outside Belgrade, opened 2018 on Bulevar Oslobođenja with roughly 200 stores across 48,000 m². International chains sit alongside Serbian brands, a large hypermarket and a cinema. Open daily 10:00–22:00.
The boulevard between the Catholic cathedral and the Danube bridge concentrates optical shops, leather goods, watchmakers and mid-range Serbian fashion, plus the classic Novosadski Sajam-era department windows. Leather bags typically 6,000–18,000 RSD.
An independent bookshop-café in the old town stocking Serbian literature in translation, art and design titles, local zines and Novi Sad photography books. It doubles as an evening reading and concert venue with a small courtyard bar.
Twelve kilometres upriver, family wineries such as Kuća Vina Živanović and Podrum Došen sell Bermet — the spiced dessert wine served on the Titanic — plus Ausbruch. Bottles run 1,200–3,000 RSD; tastings with cellar tour around 500–1,000 RSD per person.
Around the main square of Sremski Karlovci, small family shops sell Fruška Gora acacia and linden honey, medovača honey brandy, beeswax candles and propolis. Half-litre honey jars sit near 700–1,000 RSD, medovača bottles around 1,200 RSD.
Below the fortress, the baroque Lower Town streets around Beogradska hide ceramicists, printmakers and jewellery workshops renting cheap studio space. Small ceramics start near 1,500 RSD, signed prints from about 2,500 RSD; most open afternoons only.
The Almaš quarter east of the centre, Novi Sad's oldest neighbourhood, keeps a handful of antikvarnica and vintage dealers selling Yugoslav-era enamelware, Socialist-modern glass, old maps and vinyl at prices well under old-town souvenir levels.