There are market stalls along the Explanda d'Espanya selling beads, clothes, flags etc.
If you want to see how the locals shop, head into town down the Rambla de Méndez Núnez then turn West on the Avenue de Alfonso El Sabio, and you'll find the city's main market, the Mercado Central de Alicante 38°20'52.5"N 0°29'9.6"W. It is open until about 14:30 or so most days, the two levels sell all the fresh meat, seafood, cheeses, fruit and vegetables anyone could need. If you exit the market through the back, you'll find the flower sellers in a small outdoor square.
