Every shop in this guide applies the six principles from Beyond the Vending Machine: TTRPG Shop Design. Each one includes an aspirational item just out of reach, limited quantities that force decisions, and at least one mystery worth investigating.
These examples are ready to drop into any session. Adapt the names, adjust the prices for your economy, and let your players discover what makes each shop worth remembering.
1. The Frontier General Store
Marta’s Provisions sits at the edge of settled territory, the last reliable supply point before wilderness swallows the road.
Shopkeeper: Marta Kellwin is pragmatic and unhurried. She’s seen too many overconfident adventurers head into the wild underprepared, and she’ll tell you exactly what you’re forgetting to buy. She doesn’t haggle, but she remembers customers who pay fairly and come back alive.
The Space: A low-ceilinged building that smells of dried meat, oiled leather, and wood smoke. Goods hang from the rafters and stack along the walls. Everything is organized by function: survival gear near the door, tools in the back, luxuries (what few exist) behind the counter.
| Item | Qty | Price | Notes |
|---|---|---|---|
| Rations (1 week) | 12 | 4 gp 50 sp | Standard trail food, +25% markup |
| Waterskin | 8 | 3 sp | |
| Rope, hempen (50 ft) | 4 | 1 gp 25 sp | +25% frontier markup |
| Torches (bundle of 10) | 6 | 1 sp 25 cp | |
| Tinderbox | 3 | 6 sp | |
| Bedroll | 5 | 1 gp 25 sp | |
| Tent, two-person | 2 | 2 gp 50 sp | |
| Healer’s kit | 1 | 6 gp | Last one until next shipment |
| Antitoxin | 2 | 62 gp | ”You’ll want this where you’re going” |
| Climber’s kit | 1 | 31 gp | |
| Cloak of Elvenkind | 1 | 650 gp | Aspirational: “Traded off a ranger who didn’t make it back. Works fine.” |
Mystery Item: A brass compass that doesn’t point north. The needle swings toward something, but Marta doesn’t know what. A previous owner scratched symbols into the case that look like they might be directions. Price: 15 gp (Marta thinks it’s broken; she’s pricing it as scrap).
Customization: For arctic frontiers, add cold weather gear and remove desert references. For jungle, add insect netting and machetes. Adjust the aspirational item to match your party’s desires.
2. The City Blacksmith
Torrven’s Forge occupies a corner lot in the craftsmen’s quarter, marked by the ring of hammer on steel and the glow of the forge visible through open shutters.
Shopkeeper: Aldric Torrven is the third generation to work this forge. He takes pride in honest work and has little patience for customers who don’t know what they want. He respects fighters who maintain their weapons and dismisses those who treat steel carelessly. Guild member in good standing; he won’t undercut other smiths, but his work is worth the standard price.
The Space: Heat radiates from the forge at the back. Finished weapons hang on the walls, organized by type. A workbench displays items in progress. The smell of coal and hot metal permeates everything. An apprentice works the bellows.
| Item | Qty | Price | Notes |
|---|---|---|---|
| Longsword | 4 | 15 gp | Standard quality |
| Shortsword | 6 | 10 gp | |
| Greataxe | 2 | 30 gp | |
| Handaxe | 8 | 5 gp | |
| Dagger | 12 | 2 gp | Always in stock |
| Chain mail | 2 | 75 gp | |
| Scale mail | 3 | 50 gp | |
| Shield | 5 | 10 gp | |
| Half plate | 1 | 750 gp | ”Made this on commission. Buyer never came back.” |
| Weapon silvering | — | 100 gp | 1 week turnaround |
| Masterwork greatsword | 1 | 450 gp | Aspirational: +1 to damage (non-magical), Torrven’s personal work |
Custom Orders: Torrven will forge specific weapons to order. Standard items take 3-5 days. Complex work takes 2 weeks. Payment half upfront.
Customization: In a city with guild competition, prices drop 10%. In a city where Torrven is the only smith, prices rise 15%. If the party earns his respect (returning a weapon for proper maintenance, defeating a notable foe), he offers 10% off permanently.
3. The Coastal Curiosity Shop
The Salt Widow’s Collection perches on the harbor’s edge, its windows cluttered with objects that catch the light in strange ways.
Shopkeeper: Yennet Corso, the “Salt Widow,” lost her husband to the sea twenty years ago and has spent every year since trading with sailors for the strange things they bring back. She knows the origin of every item in her shop and will share the stories freely. She prices by intuition rather than market value.
The Space: Cramped and overflowing. Shells and coral line the windowsills. Nets hang from the ceiling. Display cases hold smaller treasures. The air smells of brine and old wood. A cat named Anchor sleeps in a coil of rope.
| Item | Qty | Price | Notes |
|---|---|---|---|
| Fishing tackle | 4 | 1 gp | Local make |
| Net | 3 | 1 gp | Won’t tangle in calm water |
| Navigator’s tools | 1 | 25 gp | From a shipwreck; still accurate |
| Spyglass | 1 | 1,000 gp | Dwarven craft, exceptional quality |
| Pearl (arcane focus) | 6 | 100 gp each | Various sizes |
| Coral jewelry | Various | 5-50 gp | Local artisan work |
| Potion of Water Breathing | 2 | 180 gp | From a trader out of the southern isles |
| Cloak of the Manta Ray | 1 | 1,200 gp | Aspirational: “A diver brought this up from a wreck. Wouldn’t say which one.” |
Mystery Items:
A glass bottle containing a rolled scroll. The scroll is blank, but if held to light, shadows of words appear and disappear. Yennet says a sailor claimed it was a message from his dead captain. Price: 40 gp.
A ship’s bell, heavily tarnished. It rings with a tone that seems too deep for its size. Yennet won’t ring it indoors. “Bad luck,” she says, but won’t elaborate. Price: 75 gp.
Customization: Adjust the imported goods based on your world’s trade routes. The mystery items can tie into maritime adventures or remain atmospheric details.
4. The Apothecary
Fenwick’s Remedies occupies a narrow building that smells of herbs, alcohol, and something faintly sulfurous.
Shopkeeper: Elara Fenwick is precise, particular, and mildly irritated by customers who can’t describe their symptoms clearly. She trained at a proper academy before setting up shop here, and she maintains standards. She will not sell poisons. She will, however, sell “specialized alchemical compounds for pest control” if you don’t ask too many questions about the dosage.
The Space: Floor-to-ceiling shelves hold labeled jars and bottles. A workbench at the back is covered in mortar and pestle sets, distillation equipment, and drying racks. Everything is meticulously organized. A sign reads: “Do Not Touch Without Asking.”
| Item | Qty | Price | Notes |
|---|---|---|---|
| Healing potion | 4 | 50 gp | Restocked weekly |
| Antitoxin | 6 | 50 gp | |
| Healer’s kit | 3 | 5 gp | |
| Herbalism kit | 2 | 5 gp | |
| Alchemist’s fire | 2 | 50 gp | ”Handle with care” |
| Acid (vial) | 3 | 25 gp | |
| Basic poison | 0 | — | “I don’t sell poison.” (She does.) |
| Component pouch | 2 | 25 gp | Standard selection |
| Holy water | 4 | 25 gp | Blessed at the local temple |
| Potion of Greater Healing | 1 | 250 gp | Aspirational: “My finest work. I don’t make many.” |
Custom Brewing: Fenwick will brew specific potions to order if provided with a recipe. Complex potions require rare ingredients the party must source. Turnaround is 1-2 weeks.
Dynamic Element: If players buy out the healing potions repeatedly, Fenwick raises prices or limits purchases. If they bring her rare ingredients from their adventures, she offers discounts or experimental brews.
Customization: In a larger city, increase stock and add variety. In a village, reduce to healing potions and basic remedies only. Fenwick’s “no poisons” policy can flex based on your campaign’s tone.
5. The Wandering Merchant
Vasek the Collector appears at crossroads, in taverns, at festival edges. His mule-drawn cart carries goods from places most locals have never heard of.
The Merchant: Vasek is charming, evasive about his past, and always interested in trade. He prefers goods over gold and information over either. He knows rumors from three kingdoms and forgets none of them. He never stays anywhere more than two days.
The Setup: A painted cart with fold-down sides that reveal shelves of wares. A patient mule named Questions. A small tent for overnight stays. Vasek dresses well but practically, with rings on every finger (none magical, he claims).
| Item | Qty | Price | Notes |
|---|---|---|---|
| Exotic spices | Various | 5-15 gp | ”From beyond the mountains” |
| Silk rope (50 ft) | 2 | 15 gp | Lighter and stronger than hemp |
| Dagger, ornate | 1 | 25 gp | Ceremonial, from a southern kingdom |
| Perfume (vial) | 4 | 10 gp | ”Nobles pay twice this in the capital” |
| Maps (regional) | 3 | 15 gp each | Accuracy varies |
| Lockpicks, superior | 1 | 30 gp | +1 to checks (non-magical) |
| Book: Folklore of the Eastern Reaches | 1 | 25 gp | Contains three genuine legends, two fabrications |
| Potion, unmarked | 2 | 35 gp | ”The woman who sold these seemed trustworthy” |
| Bag of Holding | 1 | 750 gp | Aspirational: “Acquired in a trade I’d rather not discuss” |
Mystery Items:
A wooden puzzle box. Something rattles inside, but Vasek has never solved it. He bought it from an old woman who said it held “exactly what you need when you need it.” Price: 50 gp.
A locket containing a portrait of someone who looks exactly like a member of the party. Vasek has had it for years. He has no explanation. Price: 20 gp (or trade for an interesting story).
A dagger that casts no shadow. Vasek avoids touching it. “Some things are worth more unknown than identified.” Price: 100 gp.
Recurring Character: Vasek can reappear throughout a campaign, his inventory reflecting where he’s been. Each encounter, he has 2-3 new items and knows rumors about the party’s current region.
Customization: Vasek’s inventory should include at least one item that connects to whatever the party is currently pursuing. He knows just enough to be intriguing and not enough to be helpful.
6. The Magic Shop
The Measured Arcanum operates under guild license in the city’s magical quarter, marked by a sign that glows faintly after dark.
Shopkeeper: Corvin Thale is a retired adventuring wizard who discovered he preferred selling magic to wielding it. He understands what adventurers need and prices accordingly. He identifies items for a fee and offers honest assessments of their value. Guild regulations prevent him from selling weapons (the Weaponsmith’s Guild is territorial) or items above a certain power threshold without noble patronage.
The Space: Clean, well-lit by continual flame sconces, organized with obvious care. Scrolls in climate-controlled cases. Potions in padded racks. Wands behind a warded counter. A detection circle in the floor glows faintly when magical items cross it.
| Item | Qty | Price | Notes |
|---|---|---|---|
| Scroll of Shield | 3 | 75 gp | 1st level |
| Scroll of Misty Step | 2 | 150 gp | 2nd level |
| Scroll of Fireball | 1 | 300 gp | 3rd level |
| Potion of Healing | 6 | 50 gp | Guild standard |
| Potion of Invisibility | 1 | 300 gp | |
| Wand of Magic Detection | 1 | 400 gp | 3 charges remaining |
| Arcane focus (various) | Multiple | 5-25 gp | Orbs, staffs, crystals |
| Component pouch | 4 | 25 gp | Standard adventurer’s selection |
| Ink for spell transcription | 3 vials | 50 gp each | Enough for one spell per vial |
| Pearl of Power | 1 | 1,500 gp | Aspirational: “Commissioned and never claimed” |
Services:
- Identify spell: 25 gp (waived with purchase over 200 gp)
- Spell transcription assistance: 50 gp per spell level
- Item consignment: 15% fee
Customization: In a city with less magical regulation, Thale might sell more powerful items. In a suspicious city, he might require references before selling to strangers. His assessment of party-found items can become a regular service.
7. The Dwarven Smithy
Ironvow Arms has been in the Brondar clan for seven generations. The quality speaks for itself. The prices do too.
Shopkeeper: Durgan Brondar takes pride beyond what humans typically understand. Every piece he sells carries the clan mark, and anything that fails reflects on generations of ancestors. He is skeptical of non-dwarves, respectful of those who demonstrate martial skill, and utterly dismissive of anyone who asks for discounts.
The Space: Cut from stone, the forge burns hotter than surface smithies. Weapons are displayed with reverence, each mounted individually on stone pedestals. No clutter. No bargain bins. A clan banner hangs behind the counter. The sound of hammering echoes from the workshop below.
| Item | Qty | Price | Notes |
|---|---|---|---|
| Warhammer | 3 | 20 gp | Brondar standard (superior balance) |
| Battleaxe | 3 | 15 gp | |
| Handaxe | 6 | 8 gp | +60% for quality |
| Chain mail (dwarven) | 2 | 100 gp | +33% for quality |
| Plate armor (dwarven) | 1 | 2,000 gp | Requires fitting appointment |
| Shield (dwarven steel) | 3 | 15 gp | |
| Mining pick (masterwork) | 4 | 10 gp | |
| Adamantine longsword | 1 | 3,500 gp | Aspirational: Crits auto-hit objects; clan heirloom quality |
Earning Trust: Durgan sells his finest work only to those who’ve proven themselves. Options include: defeating a notable enemy in single combat, returning a weapon for proper maintenance (showing respect for the craft), performing a service for the clan, or being vouched for by a trusted dwarf.
Master Commissions: For those who earn trust, Durgan will forge custom weapons. These take months, not weeks. The quality is beyond reproach. Prices are negotiated personally.
Customization: In a dwarven city, this shop is one of many competing clans. In a human city, it’s a rare specialty. Durgan’s attitude toward non-dwarves can soften over time if the party earns respect.
8. The Estate Sale
The Vance Collection is being liquidated following the death of the wizard Aldren Vance. His nephew, who inherited the estate, wants everything gone by month’s end.
The Situation: Aldren Vance was an eccentric researcher who died in his study under unclear circumstances. The door was locked from the inside. The nephew, Tobias, has no magical talent and no interest in his uncle’s work. He’s pricing things to sell quickly, sometimes accurately, sometimes not.
The Space: Vance’s townhouse, cluttered with decades of acquisitions. Items are tagged with prices in Tobias’s uncertain handwriting. Some rooms are roped off (“Not for sale. Probably.”). The study where Vance died remains locked.
| Item | Qty | Price | Notes |
|---|---|---|---|
| Spell components (various) | Bulk | 1-50 gp | Some rare, mostly common |
| Books (arcane theory) | ~40 | 5-25 gp each | Some valuable, most academic |
| Crystal ball (non-magical) | 1 | 30 gp | Decorative |
| Wand of Magic Missiles | 1 | 400 gp | Tobias doesn’t know what it is; priced as “fancy stick” |
| Robes of many colors | 1 | 75 gp | Non-magical but well-made |
| Alchemist’s supplies | 1 set | 50 gp | Complete, high quality |
| Staff of the Python | 1 | 200 gp | Aspirational: Tobias thinks it’s a walking stick. It’s not. |
Mystery Items:
A journal in a language no one in the city recognizes. Vance’s handwriting fills the margins with translations of some passages. The translated passages reference “the door that opens twice.” Price: 15 gp.
A silver mirror that shows a different room than the one it’s in. The room in the reflection appears to be a study, but not Vance’s study. Sometimes a figure moves in the background. Price: 100 gp (Tobias is nervous about this one).
A pocket watch that runs backward. Vance wore it always. When held, the holder feels a faint sense of urgency, as if late for something important. Price: 25 gp.
A key that fits no lock in the house. Tobias has checked every door. The key is warm to the touch and hums faintly when pointed north. Price: 5 gp.
The Hook: The study door where Vance died is locked, and Tobias lost the key. He’ll offer a 20% discount to anyone who can figure out how to open it. What they find inside is up to you.
Customization: The estate sale works as a one-time event or the start of a longer mystery. The items can connect to existing campaign threads or plant seeds for new ones. Vance’s death can be natural, murder, or the consequence of his research.
Quick Customization Guide
These shops are starting points. Here’s how to make them yours:
Adjust for Economy: If your campaign runs rich, multiply prices by 2-3x. If gold is scarce, reduce by half. The ratios between items matter more than the absolute values.
Scale for Party Level: At low levels, a +1 weapon is aspirational. At high levels, replace it with something genuinely rare. The aspiration principle works at any tier as long as the item is just out of reach.
Add Local Flavor: Rename the shopkeepers, change the architectural descriptions, and adjust inventory to match your world’s cultures. A dwarven smithy in your world might have different traditions than the one described here.
Connect to Your Story: At least one mystery item per shop can tie into whatever the party is currently investigating. The backward pocket watch might belong to the villain’s former mentor. The shadowless dagger might be from the same forge as the artifact they’re seeking.
Track Changes: Note what the party buys, who they befriend or offend, and what they sell. These details become the shop’s future. The apothecary who keeps seeing the party return with monster parts might start making special offers.
Building Your Own Shops
These examples demonstrate the principles, but the real power comes from designing shops tailored to your world and your players. Start with location and shopkeeper, then apply the six principles at whatever intensity fits the shop’s importance.
A shop only needs one aspirational item, one touch of scarcity, and one reason to exist in that location. Everything else is elaboration. The minimal viable shop takes thirty seconds to create; the memorable shop takes five minutes; the set piece takes whatever time you want to invest.
Ready to build your own shops? Browse community shop templates or create your own.
