This article examines the relationships between heritage tourism and shopping. It considers two towns — Castlemaine and Maldon — which were established in the Australian Gold Rushes of the 1850s. Both towns feature relatively intact 19th century streetscapes and mining areas. They are also vibrant tourist shopping areas, including restaurants, cafes, antiques shops, galleries and craft shops. Drawing on evidence from a 2-year study of visitors, it is argued the combination of shopping and heritage is attractive to tourists and that many tourists engage in both. Furthermore, it is argued that while heritage attracts visitors, the economic benefits are captured by restaurants, cafes and shops.