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History

With its beginnings dating back to 1927, Merchants Square is recognized as one of the earliest, if not the first, planned shopping district in the United States. While John D. Rockefeller, Jr., and the Reverend W.A.R. Goodwin envisioned the restoration of Virginia’s colonial capital, they realized that the business community already in Williamsburg would need to be folded into the master plan.

 

The goal was to move shops and other small businesses, many located on the footprint of the original colonial town, into a new, customer-oriented shopping district to make way for the accurate restoration of the rest of the town. The buildings for this “Merchants Square” would not be designed to duplicate the architecture of the 18th-century Historic Area, but to harmonize with the character of the restoration.

Early Years

During the early years, many of the shop owners agreed to sell their properties to the Foundation and move into this new area of what was then considered “Uptown”; that end of Duke of Gloucester Street near William & Mary. Buildings of the new Merchants Square were set back farther from the street, offering easy pedestrian access. Power and telephone lines were placed underground. Large trees were planted, and modern elements such as air conditioning ducts and garage equipment were concealed behind plantings and shrubs. In later years, the street was closed to traffic, thus allowing for an expansive pedestrian mall connecting the stores.

 

Over the years, as the town has grown, most of the early shops, such as the small grocery stores, have moved nearer the expanding neighbourhoods and become supermarkets. But Merchants Square, that idyllic shopping district, retains that friendly, quaint quality.

Merchants Square Blog
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  • Experiences

    Merchants Square Summer Movie Nights on Sunday Return!

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    Leasing

    Discover properties for lease in Merchants Square. A historic destination for dining, shopping, and entertainment in the heart of Colonial Williamsburg. Please contact the leasing team at Thalhimer to inquire about available commercial spaces.

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    Help Wanted

    Looking for a unique place to work? Look no further than Merchants Square. Browse job listings with our merchants.

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Penny and a Sixpence 1

Penny and a Sixpence

Exceptional sterling silver jewelry at exceptional prices.

438 W Duke of Gloucester St, Williamsburg, VA 23185 

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Public Parking (P-5)

410 Francis Street, Williamsburg, VA 23185

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Public Parking (P-4)

345 E. Francis Street, Williamsburg, VA 23185

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Public Parking (P-3)

134 N. Henry Street, Williamsburg, VA 23185

Field Dayz at Precarious Beer Project

Precarious Beer

Precarious Beer Project, a modern brewing company focused on creating cutting-edge, progressive beers.

110-E S. Henry Street, Williamsburg, VA 23185

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Public Parking (P-2)

324 Prince George Street, Williamsburg, VA 23185

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Public Parking Paid Deck (P-1)

There’s an electric vehicle charging station on the ground level of the garage.

230 N. Henry Street, Williamsburg, VA 23185

Williamsburg Winery Tasting Room & Bar 1

Williamsburg Winery Tasting

Savor wine in a flight or by the glass in their updated tasting room or charming outdoor wine garden.

427 W. Duke of Gloucester Street, Williamsburg, VA 23185

Secret Garden 1

Secret Garden

Serving up ice cream, bubble tea, coffee and more. Enhancing the Colonial Williamsburg experience.

110-B S. Henry Street, Williamsburg, VA 23185

Saladworks 1

Saladworks

Saladworks offers signature salads and create-your-own options offering salads, soups, wraps & more.

110 N. Henry Street, Williamsburg, VA 23185

Mellow Mushroom Pizza Bakers

Mellow Mushroom

Serving up hand-tossed stone-baked pizzas and more, with 30 draft beers, and hand-crafted cocktails.

110-A S. Henry Street, Williamsburg, VA 23185

illy Café

illy Café

European-style café serving world-famous illy coffee, breakfast, lunch, cocktails, wine, and desserts.

435 W. Duke of Gloucester Street, Williamsburg, VA 23185

Fat Canary & Downstairs at Fat Canary

Fat Canary

An award-winning fine dining restaurant and a more casual and spontaneous dining experience downstairs.

410 W. Duke of Gloucester Street, Williamsburg, VA 23185

DoG Street Pub 2

DoG Street Pub

The only gastropub on Duke of Gloucester Street with a large craft beer menu and excellent food.

401 W. Duke of Gloucester Street, Williamsburg, VA 23185

The Cheese Shop

The Cheese Shop

Hundreds of imported/domestic cheeses, charcuterie, fresh breads, specialty foods, sandwiches and wines.

410 W. Duke of Gloucester Street, Williamsburg, VA 23185

Blue Talon Bistro 2

Blue Talon

Chef David Everett offers relaxed bistro dining, serving comfort food with flair.

420 Prince George Street, Williamsburg, VA 23185

Berret’s Seafood Restaurant & Taphouse Grill 2

Berret’s

Specializing in fresh, regional seafood, Berret’s has been voted “Best Seafood Restaurant” by locals yearly.

199 S. Boundary Street, Williamsburg, VA 23185

Baskin Robbins

Baskin Robbins

Enjoy a mouth-watering variety of ice creams, milkshakes, smoothies, sundaes and frozen yogurt.

416 Prince George Street, Williamsburg, VA 23185

Aromas Café 1

Aromas Cafe

A specialty cafe offering fast-casual breakfast, lunch and dinner. Enjoy two lovely patios.

431 Prince George Street, Williamsburg, VA 23185

Wythe Candy & Gourmet Shop 1

Wythe Candy

Offering freshly made fudge, hand-dipped chocolates, caramel apples and a large selection of candy.

414 W. Duke of Gloucester Street, Williamsburg, VA 23185

William & Harry 2

William & Harry

William & Harry specializes in luxury men’s apparel, shoes, and accessories.

103 N. Boundary Street, Williamsburg, VA 23185

Three Cabanas 1

Three Cabanas

Three Cabanas is a Lilly Pulitzer signature store, offering colorful and quality resort wear.

411 W. Duke of Gloucester Street, Williamsburg, VA 23185

Talbots

Talbots

An assortment of women’s casual wear, sportswear, versatile pieces, and accessories with a range of sizes.

445 W. Duke of Gloucester Street, Williamsburg, VA 23185

The Spice & Tea Exchange 1

The Spice & Tea Exchange

An extensive tea selection, custom spice blends, specialty salts, accessories for your tea and culinary needs.

403-B W. Duke of Gloucester Street, Williamsburg, VA 23185

Sole Provisions 4

Sole Provisions

Featuring brands like Birkenstock, Vionic, Dansko, Brooks and more, along with expert fitting services.

105 N. Boundary Street, Williamsburg, VA 23185

The Shoe Attic 1

The Shoe Attic

The Shoe Attic offers eclectic and standout styles with a selection of clothing to complement the shoes.

409-B W. Duke of Gloucester Street, Williamsburg, VA 23185

Scotland House, Ltd.

Scotland House Ltd.

Home to a wide selection of tartan items, Harris Tweed jackets, Celtic jewelry and more.

430 W. Duke of Gloucester Street, Williamsburg, VA 23185

R.P. Wallace & Sons

R.P. Wallance & Sons

Featuring Williamsburg souvenirs, t-shirts, sweatshirts and Simply Southern apparel and gifts.

424 W. Duke of Gloucester Street, Williamsburg, VA 23185

R. Bryant Ltd. 8

R. Bryant Ltd.

R. Bryant Ltd. offers both imported and domestic quality traditional men’s apparel.

429 W. Duke of Gloucester Street, Williamsburg, VA 23185

Blink

The Precious Gem

The Precious Gem offers a selection of unique jewelry and precious stones that have been hand-selected.

423 W. Duke of Gloucester Street, Williamsburg, VA 23185

Penny and a Sixpence 1

Penny and a Sixpence

Penny and a Sixpence offers exceptional sterling silver and gold vermeil jewelry at exceptional prices.

438 W. Duke of Gloucester Street, Williamsburg, VA 23185

The Peanut Shop of Williamsburg 5

The Peanut Shop of Williamsburg

World-famous hand-cooked Virginia peanuts roasted locally, offering specialty nuts, confections, and more.

414 Prince George Street, Williamsburg, VA 23185

lululemon 1

Lululemon

A technical apparel company for yoga, running, training and most other sweaty pursuits.

345 W. Duke of Gloucester Street, Williamsburg, VA 23185

J. McLaughlin

J. McLaughlin

An American sportswear clothing brand offering classic clothes with current styles for men and women.

448 W. Duke of Gloucester Street, Williamsburg, VA 23185

J. Fenton 1

J. Fenton Gallery

J. Fenton sells clothing with an emphasis on comfortable, fashionable FLAX-brand linen collection.

415 W. Duke of Gloucester Street, Williamsburg, VA 23185

French Twist Boutique 2

French Twist

French Twist Boutique, a local boutique with European flair in Colonial Williamsburg.

409-A W. Duke of Gloucester Street, Williamsburg, VA 23185

R. Bryant Ltd. 5

FatFace

Carefully crafted eco-friendly clothing designs made for day-to-day adventures with a British flair.

440 W. Duke of Gloucester Street, Williamsburg, VA 23185

Everything Williamsburg 1

Everything Williamsburg

Find a selection of exclusive Colonial Williamsburg souvenirs including t-shirts, toys, food and drinks.

416 W. Duke of Gloucester Street, Williamsburg, VA 23185

Danforth Pewter 1

Danforth Pewter

Finely crafted pieces from ornaments and jewelry to home goods. All products are handmade in Vermont.

417 W. Duke of Gloucester Street, Williamsburg, VA 23185

The Christmas Shop

The Christmas Shop

Williamsburg’s oldest Christmas store, specializing in unique Christmas ornaments and collectibles.

405 W. Duke of Gloucester Street, Williamsburg, VA 23185

Chico’s 6

Chicos

Offering carefully curated fashion collections with quality, comfort and versatility as the focal point.

422 W. Duke of Gloucester Street, Williamsburg, VA 23185

The Carousel 1

The Carousel

A specialty children’s clothing boutique offering shoes, accessories and apparel for girls and boys.

420 W. Duke of Gloucester Street, Williamsburg, VA 23185

Chico’s 5

Campus Shop

Campus Shop, a one-stop shop for t-shirts, accessories, gifts, and more.

425 Prince George Street, Williamsburg, VA 23185

Brick & Vine 5

Brick & Vine

Featuring Williamsburg brand home décor, furnishings, and refined accents, a design center and more.

431 W. Duke of Gloucester Street, Williamsburg, VA 23185

Shops 2

Blink

Blink offers distinctive gifts, jewelry, art, and home accessories along with interior design services.

413 W. Duke of Gloucester Street, Williamsburg, VA 23185

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