Bargain hunt – shopping and people watching in Villajoyosa’s markets

Why go shopping in a soulless supermarket when you can buy from a Spanish mercado? They’re lively, great for people-watching and you never know when you’ll pick up a bargain.

Villajoyosa (aka La Vila Joiosa) has two markets; a sprawling mercadillo held every Thursday, and the daily Mercado Central.

The mercadillo (loosely translated as “street market”) is big. As in the size of an entire block on Avenida de Bernat Sarriá, a short walk from the Creueta tram stop. You’ll find around a hundred different stalls offering everything from pants to pomegranates, from t-shirts to tomatoes.

Mercadillo Villajoyosa
If it’s in season, you’ll find it on sale here!
Mercadillo Villajoyosa
The Thursday mercadillo in La Vila
Mercadillo Villjoyosa
Embutidos (delicatessen) stall, La Vila mercadillo

They don’t sell fresh meat or fresh fish here…but they do sell just about everything else and usually at a much cheaper price than you’ll get on the high street. Leather goods are a speciality.

Join the crowds and stroll along the lines; cloth is stretched overhead between the stalls to give you some welcome shade. Don’t be shy about haggling over price; everyone does it, and the stallholders are all keen for a sale (sometimes a bit too keen!).

Don’t worry if your Spanish is less than fluent; the language of haggling is international and plenty of the stallholders on the clothing/footwear side aren’t native Spanish speakers either.

Pomegranates (granados), Mercadillo, La Vila
Mercadillo Villajoyosa
Sea of oranges, Mercadillo, Villajoyosa
Ñoras: sweet dried peppers, great for cooking
Mercadillo Villajoyosa
Mercadillo, La Vila

Towards the back of the market, fresh fruit and vegetables are piled high; the walkways crowded with local housewives and their shopping trolleys, stocking up for the week. Be prepared to move sharply if you get between a determined local and her bargain of choice.

Listen to the traders inviting you to try or buy; “pasa y prueba”(come and try) or “barato hoy, mas caro mañana” (cheap today, more expensive tomorrow!).

Mercado Central

The atmosphere is a little different over at the Mercado Central on Carrer Canalejas. It’s not as noisy and full of life as the weekly mercadillo, but this is where you can buy fresh fish, meat and vegetables every day. 

You’ll also find stalls selling dried fish, cheeses and embutidos (delicatessen) in its cool, modern interior. It’s normally open from 8am to 2pm Mon-Sat, usually with a late session (5.30-8.30pm) on Fridays.

Villajoyosa Mercado Central
Cheeses from the region and across Spain at Ramón Carrion, La Vila Mercado Central.
Mercado Central Villajoyosa
Mercado Central in La Vila – great for daily fish, meat, embutidos and cheeses

Where we shop: 

  • Delicatessen: Ramón Carrión, all kinds of ham, cheese and cold meats
  • Fish: Confraria de Pescadors (all from local boats), Peixos Galiana
  • Smoked/dried/salted fish: Vicente Romá
  • Wine: El Rincón del Catador – wines you won’t find in the supermarket, including from local wineries
  • Fruit & veg: Isa Arte Frutal – plenty of varieties you won’t find in the supermarket
  • Health food: La Tendeta dels Sabors. Great range of teas, infusions, nuts, seeds etc
Mercado central Villjoyosa
La Vila’s Mercado Central on Carrer Canalejas

Right by the market entrance, you’ll see Cantina Gallina. Take what you’ve bought in the market, and they’ll cook it for you on the spot. Food doesn’t get much fresher than that! Make sure you ask before you buy your produce – they don’t cook everything!

Alicante’s Mercado Central

If La Vila’s markets have given you a taste for this kind of shopping, it’s worth heading down the coast to Alicante. The elegant Mercado Central on Avenida Alfonso Sabio is a real treat.  The tram from La Vila Joiosa stops right outside, or you can park in the underground car park on Avenida Alfonso Sabio

Mercado Central Alicante
The imposing facade of Alicante’s Mercado Central on Avenida Alfonso Sabio
Mercado Central Alicante
A monster tuna, Mercado Central, Alicante
Mercado Central Alicante
Dried, salted fish (salazones) from Ceuta, a Spanish enclave in North Africa.
Mercado Central Alicante
Fresh fruit, vegetables and herbs downstairs at the Mercado Central, Alicante

The market is spread across two floors, full of life and bustle, with stalls offering an eye-popping selection of fresh meat and embutidos on the upper floor and all the fresh fish, fruit and vegetables you’d ever want to eat downstairs. Also on offer: cheeses from all over Spain, dried salted fish (salazones), bread, olives and local delicacies.

Fancy breakfast or lunch?

Once you’ve had a stroll round, head out the back and order breakfast in the open air cafes on the market square. Pan con tomate (toasted baguette topped with grated tomato and olive oil), freshly squeezed orange juice (zumo de naranja) and a cafe con leche will set you up nicely for rest of the day. 

Or for lunch, try Katana, an Asian-inspired streetfood place in the market basement. It’s really good!

Asian street food at Katana in Alicante market basement

The square is formally named Plaza 25 de Mayo after a particularly bloody day in 1938 at the height of the Spanish civil war. The fascist Italian air force, fighting for Franco’s rebel Nationalists, unloaded their bombs over the Republican city of Alicante, hitting the market and killing more than 300 civilians in the process. There’s a memorial on the square and plaques on the market wall.

Around lunchtime on Fridays and Saturdays, the square fills up with young people enjoying the afternoon tardeo: a chance to drink beer, snack on food bought in the market, meet friends and generally have a good time. 

©Guy Pelham. Additional pictures ©Paddy McCullough

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