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Best Madrid souvenirs: What to buy in Madrid according to a local
From jamón ibérico to Violetas, discover authentic Madrid souvenirs recommended by a local expert at Holafly.
Jamón ibérico, Spanish olive oil, hand-painted ceramics, vermouth, and traditional sweets are some of the souvenirs that locals in Madrid actually buy and gift. If you want to bring home something meaningful rather than tourist trinkets, knowing what to look for makes all the difference.
To help you choose the best souvenirs from Madrid, we spoke with Ana Fernández, a Madrid-born local and Holafly expert who has lived in the city her entire life. This guide will help you understand what to buy in Madrid and where to find gifts you actually want to bring home to loved ones. Stay connected on your trips abroad with a travel eSIM to ensure a smooth experience.
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Eight authentic Madrid souvenirs worth bringing home
The best souvenirs from Madrid reflect how people live, eat, celebrate, and socialize in Spain’s capital. They are often practical objects (food, design, or everyday items) that locals actually use, gift, and value themselves.
Each item on this list represents a small but meaningful part of Madrid’s identity, whether it’s tied to long-standing traditions, regional craftsmanship, or daily habits you’ll notice while walking through the city. If you want Madrid souvenirs that feel thoughtful, local, and genuinely connected to the city, it helps to look beyond what simply says “Madrid” on the label.
1. Jamón ibérico (iberian ham)
It’s only natural to start this list with one of the most Spanish things ever. Few things represent Spanish food better than jamón ibérico. While it comes from different regions across Spain, Madrid is one of the best places to buy it, thanks to its wide selection and expert slicing culture.
As Ana explains, “Not from Madrid, but I would say jamón ibérico. You must take some during your stay, and definitely take some of it to go.” She recommends choosing Jamón Ibérico de bellota, made from acorn-fed pigs and known for its rich, nutty flavor.
Vacuum-sealed packs make this an excellent Madrid and Spain souvenir for food lovers who want to bring home a real taste of Spain.
2. Spanish wine from the Madrid region
Wine is one of the most common Madrid gifts, even among locals. Spain is one of the world’s top wine producers, and the Vinos de Madrid is one of the country’s most popular bottles.
“I would give a bottle of wine from Madrid,” Ana told us. “Here, there are some really good wines, but still unknown.” This makes Spanish wine a great, authentic souvenir.
3. Violetas from La Violeta
If there’s one thing that feels uniquely “Madrileño” and is the perfect Madrid souvenir, it’s Violetas. These flower-shaped candies are made with natural violet essence and have been produced since 1915 at La Violeta, a historic shop near Puerta del Sol.
Ana describes them as “perfect to take from Madrid to anywhere in the world.” They travel well and make a charming gift for anyone with a sweet tooth. Legend even says King Alfonso XIII bought them for Queen Victoria Eugenia.
4. Extra virgin Spanish olive oil
High-quality olive oil is a staple of Spanish culture and daily life. Spain is the world’s largest producer, and bottles from small producers make excellent food items to bring home.
Unlike cheap souvenir bottles, locally sourced olive oil reflects real Spanish taste and is widely used in everyday cooking. It’s an authentic and practical gift that feels far more personal than other souvenirs.
Top tips on how to recognise authentic extra virgin olive oil in Madrid 🫒
- Check for the “Aceite de Oliva Virgen Extra” label: Authentic olive oil will have this label on the bottle. This means the oil comes from the first cold pressing, has no chemical refining, and strictly meets acidity and quality standards. If it only says “Aceite de Oliva” or “Aceite de Oliva Suave/Intenso”, it’s not extra virgin.
- Check the acidity levels: High-quality extra virgin olive oil has an acidity level of 0.8% or lower. Many premium Spanish oils list even lower levels, such as 0.2%–0.4%, which is a good sign. This information is usually found on the back label.
- Look for dark glass bottles or metal tins: Authentic extra virgin olive oil is usually sold in dark glass bottles or metal tins. These protect the oil from light and heat, which can degrade its quality. Clear plastic bottles are a red flag for lower-quality oil.
- If you can, try it: If tasting is available, authentic extra virgin olive oil often has a fresh, grassy or fruity aroma, slight bitterness, and a mild peppery sensation in the throat. These are natural signs of high polyphenol content.
5. Hand-painted Spanish fans (Abanicos)
Spanish fans aren’t just aesthetically pleasing objects. Historically, they were essential in Spain’s warm climate and became symbols of elegance and social expression.
Hand-painted fans, often found in street markets or artisan shops, showcase traditional designs and craftsmanship. They are lightweight, affordable, and deeply tied to Spanish culture, making them classic souvenirs from Madrid that never feel outdated.
6. Vermouth
Vermouth has made a strong comeback in Madrid in recent years, especially during Sunday aperitivo culture. Locals often meet for vermú before lunch, particularly near El Rastro.
Ana includes vermouth among her top picks for food-related gifts, alongside wine and olive oil. Bottles are easy to find and offer a taste of Madrid’s social rituals, making them a unique Madrid gift with cultural significance.
7. Local ceramics and hand-painted pieces
Ceramics have long been part of the Spanish decor tradition. In Madrid, you’ll find hand-painted plates, mugs, and tiles inspired by regional motifs and historic patterns.
Buying ceramics from local artisans or museum shops ensures you’re supporting craftsmanship rather than mass-produced items. These pieces work beautifully as home decor and feel like original souvenirs with lasting value.
8. Leather goods made in Spain
Spain has a strong reputation for leather craftsmanship, and Madrid offers access to high-quality leather bags, wallets, and accessories.
These items combine practicality with tradition. When bought from smaller shops rather than tourist souvenir stores, leather goods become durable and stylish Madrid souvenirs that age well and carry real use beyond your trip.
Top tips on recognising genuine leather goods in Madrid 💼
- Check the label (Spanish terms matter): Look for “piel” or “piel auténtica”, which means genuine leather. “Cuero” also means real leather. Avoid “polipiel”, “piel sintética”, or “PU”, which indicate synthetic materials
- Feel the texture: Real leather feels warm, soft, and slightly uneven. Synthetic leather feels cold, plastic-like, and overly smooth.
- Smell the leather: Genuine leather has a natural, earthy smell. Artificial leather often smells chemical or plastic.
- Ask about the origin: Sellers should explain where the leather comes from. Many Spanish leather goods are made in regions like La Mancha or Andalucía. Vague answers are a warning sign.
- Ask for authenticity proof or documentation: Some shops provide certificates of authenticity. Care instructions or brand information indicate professionalism. You can also ask whether the leather is vegetable-tanned or chrome-tanned.
- Check the price: Genuine leather costs more due to the material and labor. Extremely cheap prices usually indicate synthetic or low-grade leather.
- Buy from trusted places such as independent leather shops, design-focused stores, artisan markets or museum shops. Avoid souvenir shops selling leather alongside mass-produced items.
- Ask how to care for it: Real leather improves with age and develops a patina. Sellers who explain care and ageing usually sell authentic leather.
Where to buy the best Madrid souvenirs (according to Ana)
Knowing where to buy Madrid souvenirs makes the difference between an authentic find and a mass-produced souvenir. Madrid has no shortage of souvenir shops, especially around Puerta del Sol, Plaza Mayor, and Plaza de Canalejas.
As Ana points out, “If you walk around the city center you will find millions of them, but if you want to find special things, it won’t be easy.”
For truly authentic Madrid souvenirs, locals recommend looking beyond the most crowded streets and focusing on street markets, curated shops, and museum stores. Below are the best places to buy souvenirs in Madrid if you want quality, originality, and affordable prices.
El Rastro
El Rastro is more than a market; it’s a Madrid institution and a Sunday ritual. This famous street market has been running for centuries and remains one of the best places to discover souvenirs from Madrid with real character.
“In here, they sell everything: antiques, art, food, crafts, useless things… Everyone has something to buy,” Ana explains.
She also highlights the experience itself: “The plan is perfect: you walk around El Rastro, buy something you like, and then go to have cañas or vermú in one of the surrounding bars.”
If you’re interested in original art, vintage items, and hand-painted pieces, El Rastro is a great place to explore.
Mercado de las Ranas
Located in the Huertas neighbourhood, Mercado de las Ranas takes place on the first Saturday of every month. It’s smaller and more curated than El Rastro, making it ideal for travelers looking for handmade Madrid souvenirs without the crowds.
Here, you’ll find ceramics, jewelry, art, and crafts created by local artisans. Ana describes it as “a great plan to do if you are in Madrid and the perfect place to get some local souvenirs.” If you prefer calm browsing and direct contact with creators, this street market is an excellent choice.
El Moderno
For travelers interested in contemporary design and original gifts, El Moderno is a must-visit. This design shop focuses entirely on local creators and offers items you simply won’t find in typical souvenir stores.
“You will find unique ceramics, decor, art, jewels… I love this store because it has original things crafted by locals that you won’t find anywhere else,” Ana told us. El Moderno is ideal if you want Madrid gifts that feel modern, artistic, and thoughtfully made.
Thyssen Museum Shop
If you usually skip museum shops, this one is worth reconsidering. According to Ana, “It’s the best museum shop I’ve ever seen.” The Thyssen shop offers designer crafts, accessories, and creative objects that work beautifully as Madrid souvenirs, even if you’re not visiting the museum itself.
It’s a smart option if you want quality, originality, and a well-curated selection without tourist mark-ups.
Amor de Barrio (Malasaña)
Located in the creative neighborhood of Malasaña, Amor de Barrio specializes in locally designed gifts, accessories, and Madrid-themed items with a contemporary style.
Ana recommends it if you’re looking for “a non-typical souvenir.” It’s a great place to find original souvenirs that feel playful, design-led, and connected to modern Madrid culture.
Stay connected while Madrid souvenir shopping with Holafly
Exploring markets, finding unique local shops, and navigating Madrid’s neighbourhoods is much easier when you stay connected.
With Holafly’s eSIM for Madrid, you can enjoy unlimited data across the city without switching to a local Spain SIM card, dealing with roaming fees, or searching for public (and unstable) WiFi. Having an eSIM is especially useful when checking market locations, opening hours, or saving your favorite souvenir stores on the map.
If you want the most convenient way to stay online during your trip to Spain, Holafly’s eSIM for Madrid lets you focus on discovering Madrid and choosing the perfect souvenirs to bring home. For longer stays, consider one of Holafly Plans and select an internet plan according to your needs. All you need is an eSIM-compatible phone!
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Born and raised in Queens, New York, I'm a Psychology graduate with a passion for writing that I've been nurturing since 2019. Over the years, I've enjoyed creating meaningful content across various niches, including sports, hospitality, and career development. At Holafly, I focus on crafting useful and inspiring pieces to make your adventures more effortless. One of the best perks of this role? Creating travel content always seems to inspire my next vacation destination!
