You'll find shops everywhere in Pucón, but the best are on Fresia Street. Most sell some variation of adventure gear, wool sweaters and scarves, carvings, or jewelry from boutique designers. There's also an excellent artisanal market at Alderate between Fresia and Ansorena (daily 10am-7pm) with several dozen small independent shops featuring handcrafted items -- not the mass produced things you get in other Chilean shops -- of surprisingly high quality. Brand names are not at all lost in Pucón though: North Face, Lacoste, Jack Wolfskin, and Crocs all have shops here.
If you're staying in Pucón longer than a few days and you'd like to learn a little of the local lingo, try Language Pucón, Uruguay 306 (tel. 45/444967; www.languagepucon.com), which offers short but effective courses and home-stay opportunities. They also have a good book exchange in English and German.
Note: This information was accurate when it was published, but can change without notice. Please be sure to confirm all rates and details directly with the companies in question before planning your trip.