We study the phase transitions of interacting bosons at zero temperature between superfluid (SF) and supersolid (SS) states. The latter are characterized by simultaneous off-diagonal long-range order and broken translational symmetry. The critical phenomena is described by a long-wavelength effective action, derived on symmetry grounds and verified by explicit calculation. We consider two types of supersolid ordering: checkerboard (X) and collinear (C), which are the simplest cases arising in two dimensions on a square lattice. We find that the SF--CSS transition is in the three-dimensional XY universality class. The SF--XSS transition exhibits non-trivial new critical behavior, and appears, within a $d=3-\epsilon$ expansion to be driven generically first order by fluctuations. However, within a one--loop calculation directly in $d=2$ a strong coupling fixed point with striking ``non-Bose liquid'' behavior is found. At special isolated multi-critical points of particle-hole symmetry, the system falls into the 3d Ising universality class.
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