Once you travel downtown to Puerto Vallarta and enjoy a walk on the Malecón, you’ll see a market near the Church. Throughout the city you can find little shops and markets that have great souvenirs that are reasonably priced. The lowest prices and best negotiating are actually at the little market just outside of the marina. They can probaby ask less because of the volume of people that pass through that point disembarking from the cruise liners. Nevertheless, you can negotiate even cheaper prices (that started lower than anywhere else) at the Marina Market.