In a shift control device for a vehicular continuously variable transmission with an arrangement in which a normal shift mode is switched to an acceleration shift mode in response to an acceleration demand, a shift control is performed to prevent deterioration to running performance due to a transition to the acceleration shift mode by increased running resistance such as ascending road running or the like against a driver will. An acceleration demand determining value PAPL is set depending on a road surface gradient Φ such that the shifting mode is more difficult to be switched to the acceleration shift mode in a larger road surface gradient Φ, than in a smaller road surface gradient Φ.