If you do not drink, I would stay away from Margaritaville in Montego Bay.
I saw no shopping around there either. Go to Dr Cove or something, unless of course you want to hear ear bleeding music and screaming people and non stop microphone banter.
Now if you want to party and go nuts, I had a blast there!! We then had our driver stop for authentic jerk pork and chicken on the way back to the ship.. Fantastic.
This was all AFTER we did the whitewater rafting. Truly awsome and beautiful.