How to Find the Best Olympics Merch During the 2026 Milano Cortina Games

On my first day in Milan for the 2026 Winter Olympics, I wandered to the heart of the city to admire the stunning marble facades of the Duomo and window-shop through the Galleria Vittorio Emanuele II. The Piazza del Duomo was filled with Olympic spectators decked out in their countries’ colors, and on one end, a long line snaked outside the official Milano Cortina 2026 Megastore, with hundreds of customers waiting to buy some of the event merch. 

Of course, it’s no surprise the host cities for the 2026 Winter Olympics are busy right now. Expedia shared with Travel + Leisure that Sondrio province, Cortina d’Ampezzo, and Milan saw a 215 percent, 160 percent, and 115 percent year-over-year increase in demand, respectively. Though these are the most spread out Winter Games in Olympic history, covering 8,500 square miles throughout northern Italy, each destination still feels densely packed with fans eager to cheer on their home country’s team. 

Being immersed in that buzzing energy is part of the fun, but no one wants to spend hours—time you could be watching the Games—waiting in lines to buy an Olympic souvenir. After stalking the lines for several days this week and exploring shopping beyond the official Olympic stores, we’ve come up with a few tips to help you navigate the crowds. 

Go to the Megastore early on weekdays. 

The Megastore in front of the Duomo undoubtedly has the best selection of official Milano Cortina 2026 items, from plush mascot toys to apparel and sought-after pins. If you want to visit this location, I recommend going in the morning (as close to opening as possible) on a weekday. There are more official stores scattered throughout the city; generally, the further you get from the main tourist attractions, the fewer crowds you’ll find. 

Hit up the Rinascente.

This massive department store, located just steps from the Duomo, has a smaller selection of items on floor -1. Though it may not have exactly what you’re looking for (stock is limited), this can be an easier spot to quickly browse for a keepsake from the Games. 

Check out Clubhouse 26. 

If you purchased an Olympic Hospitality package, you can access Clubhouse 26, an exclusive lounge space that even features its own shop selling official Milano Cortina merchandise. And beyond the merch, Olympic Hospitality packages also offer dedicated priority lines for their guests at some event locations, which saved me tons of time before the USA-Latvia men’s hockey match. 

Arrive at events early to shop.

Planning to attend some Olympic events while you’re in town? You can find Olympic merch at stands in the stadiums, though some are better stocked (and less-crowded) than others. Arrive early to scope out the on-site options. And, generally, aiming to get to events early helps you avoid the rush of spectators on public transportation and traffic. 

Find Team USA gear at brand stores. 

Want to dress like your favorite Olympian? Head to the Ralph Lauren on Via della Spiga to shop Team USA looks, plus adorable red, white, and blue accessories, on one of Milan’s most iconic luxury shopping streets.