News Summary
Merchants Square in Williamsburg, VA, is an underrated shopping destination with a unique blend of shops, including gourmet food stores, clothing boutiques, and cultural establishments. Despite concerns over tourist crowds and parking issues, the Square offers unexpected bargains and hosts events like the upcoming Fall Sidewalk Sale. With improvements in parking accessibility, it attracts both locals and visitors seeking value and variety.
Williamsburg, VA – Merchants Square is a thriving shopping destination that offers a variety of unique shops and seasonal sales, yet many local residents often overlook it due to concerns about tourist crowds, high prices, and parking issues. However, the Square is home to both hidden gems and unexpected bargains, attracting visitors from all over.
Merchants Square features a mix of longstanding businesses and newer establishments, creating a diverse shopping experience. Among the prominent shops is The Cheese Shop, a beloved staple that has been serving gourmet cheeses, sandwiches, specialty foods, charcuterie, dried fruit, and freshly baked goods for nearly 50 years. Additionally, The Cheese Shop boasts a Wine Cellar with over 4,000 bottles of wine and 120 craft beers.
Next to The Cheese Shop is the award-winning restaurant Fat Canary, which offers a combination of fine dining and casual options. Locally owned by the same family since its inception, the restaurant has garnered acclaim for its commitment to quality and service.
Coffee enthusiasts can find an “elevated coffee experience” at Eleva, a coffee shop located on Boundary Street that serves coffee, baked goods, desserts, tapas, and wine. For those with a sweet tooth, The Wythe Candy and Gourmet Store has been delighting customers for over 50 years with both nostalgic candies and gourmet foods.
Families will appreciate The Carousel, a children’s boutique on Merchants Square that has been in business for more than 30 years, offering a variety of sizes and gift items. Additionally, Chico’s specializes in high-quality women’s clothing, jewelry, and accessories available in various sizes, while FatFace focuses on casual, outdoor-inspired women’s clothing with an emphasis on sustainability. Traditional and elegant clothing for men and women can be found at J. McLaughlin.
For those interested in international styles, Scotland House Ltd. imports premium apparel and accessories from Scotland, Ireland, and England and has been operating since 1970. Outdoor enthusiasts can shop at Walkabout Outfitter, which specializes in outdoor gear and also organizes regular adventure events. Jewelry lovers can explore unique designs at Penny and a Sixpence, while R. P. Wallace & Sons General Store is the oldest continuously operating gift shop in Williamsburg, established in 1919.
Bookworms will enjoy visiting the Colonial Williamsburg Bookstore, featuring not only books by Colonial Williamsburg historians but also cozy reading areas. Meanwhile, Everything Williamsburg offers Colonial Williamsburg-branded apparel, souvenirs, toys, books, and gourmet foods.
The Kimball Theatre, a cultural staple since 1933, enhances the Merchants Square experience by hosting films, live theater, concerts, lectures, and seasonal events.
Looking ahead, Merchants Square will be hosting its Fall Sidewalk Sale from September 5-7, 2025. The annual event promises significant discounts and promotional events at various shops throughout the Square, with several local businesses already announcing enticing deals. For example, Danforth is offering 25% off select merchandise, while Three Cabanas is providing discounts between 30% to 70% off apparel and accessories. Shoppers can also find deals at The Spice & Tea Exchange, where samples and scratch-off promotions reward purchases over $60, and Walkabout Outfitter will have select items up to 70% off.
In a bid to make shopping more accessible, Merchants Square is implementing two hours of free parking until August 26, 2025, in designated lots. Free parking is available in multiple locations throughout Colonial Williamsburg, though some lots require the use of a Passport App for complimentary parking. Customers should be mindful of parking fines and encouraged to check signage and use the app responsibly to avoid penalties.
With its unique blend of shops, upcoming sales, and improved parking options, Merchants Square is worth a visit for both locals and tourists alike, offering a shopping experience that bursts with value and variety.
Deeper Dive: News & Info About This Topic
HERE Resources
Discovering the Hidden Gem of Merchants Square, Williamsburg
Remembering Myrt Power, Co-founder of The Cheese Shop
Beloved Founder of The Cheese Shop Passes Away
Williamsburg Celebrates Graduation Weekend with Community Events
Discover the Blend of History and Modern Charm in Williamsburg
Additional Resources
- Williamsburg Families: Sidewalk Sale
- Daily Press: Merchants Square Highlights
- Williamsburg Families: Outdoor Movie Night
- Williamsburg Families: Parking in Colonial Williamsburg
- WY Daily: Tunes in Town Concert Series
- Wikipedia: Williamsburg, Virginia
- Google Search: Merchants Square Williamsburg
Author: STAFF HERE WILLIAMSBURG WRITER
WILLIAMSBURG STAFF WRITER The WILLIAMSBURG STAFF WRITER represents the experienced team at HEREWilliamsburg.com, your go-to source for actionable local news and information in Williamsburg, James City County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Williamsburg Farmers Market, Yorktown Market Days, and Busch Gardens Food & Wine Festival. Our coverage extends to key organizations like the Greater Williamsburg Chamber of Commerce and Colonial Williamsburg Foundation, plus leading businesses in education and hospitality that power the local economy such as College of William & Mary, The Williamsburg Winery, and Sodexo. As part of the broader HERE network, including HEREVirginiaBeach.com, we provide comprehensive, credible insights into Virginia's dynamic landscape.
