The main area of the town of Tulum is known as El Pueblo. In that area, you will find souvenir shops, cafes, supermarkets, small hotels, some bars, and the bus station. For shopping, this area is your best choice. You will also find souvenirs at the Tulum archaeological site and hotel boutiques will have clothing, souvenirs, and possibly even jewelry, depending on the hotel, of course. Handmade hammocks are nice items to purchase as souvenirs.