Zao Onsen isn’t renowned for its shopping and there aren’t many major outlets available. There are a number of convenience stores and a grocery store located in town as you’d expect, as well as a number of ski rental services, too. Those looking to purchase gear in Japan should do this in Tokyo, or Sendai before arriving at Zao.
Most souvenir shops are located within hotels or are simply extensions of cafés and restaurants located throughout the area. There are also a number of souvenirs and gifts available at the tourist center, such as different sake varieties and locally produced Kokeshi Dolls.