In the picture you can see some shirts for sale. This shirts, in my opinion, are not souvenirs. One of the things that surprised me was the amount of local people who went to the shops in the medina to buy things. The medina is not a tourist attraction, it is a real and alive market.
In the province of Fez take part several festivals. Some of the most famous are the June Cherry Festival in Sefrou, a three day festival that ends with the election of Miss Cherry; the October Horse Festival in Tissa, hundreds of horses take part in this competition; the December Olive Festival in Rafai, with folklore events and olive picking ceremonies. If you are in Fez during those dates, reserve one day for an excursion to the mentioned towns. You can get there buy taxi or bus.